定價決策分析框架：定價的重要性-wenkub
2023-02-13 20:14:18 本頁面
【正文】 店，一聽啤酒的價格超過 $, 消費者就不會購買，因為實際價格已超出了參照價。 定位影響消費者的支付意愿 b)針對在美國國內(nèi)旅游定位 It’ s a sad tale but many trips to explore the history and charm of America end up a blurred series of pecan rolls and cheese burgers along lifeless stretches of highway. Shopping malls, chain stores, super highways, and suburban sprawl make more for disappointing repetition in America’ s heartland than for insight into the country’ s roots. That idle afternoon you dreamed of poking around dusty old stores, soaking up small town warmth may dissolve instead into price parison between Gap stores in different states. The alternative may be to head east to New York, a wonderful old city chocked full of history and charm. From its colonial roots, New York grew bit by bit, neighborhood by neighborhood, each reflecting the people who came and the hopes they brought with them. Each neighborhood Little Italy, Greenwich Village, Chelsea is a small town with a warmth and a feel all its own. Com explore the shops and cafes. Come and see America without the chain stores. Let us be your host. We are located in the heart of midtown, offering wellappointed, spacious, fortable rooms. For the best view of America, e to New York 分銷商影響消費者的支付意愿 ? 在一個炎熱的夏天，你躺在海邊的沙灘上，一邊喝著你帶來的冰水，一邊在想要是帶了一瓶你所喜歡的冰凍啤酒，那該多么愜意。你倆夢寐以求的“情侶餐”也在如何讀懂菜單的爭執(zhí)中而不歡而散。 actual demand is q=1005*p. Actual % q change Profitpreserving % q change 61% 38% +50% 24% 20% +20% 12% 11% +10% +12% +14% 10% +24% +32% 20% +61% +157% 50% 實際的銷量變動百分比 保持原利潤水平要求增加的銷售量百分比 價格變動百分比 這對利潤會產(chǎn)生什么樣的影響呢？ ? 如果 20%的降價需要 32%的需求增長才能保持不降價時的利潤水平，而實際的需求增長只有24%，價格變動對利潤會產(chǎn)生什么樣的影響呢？ ? 無法準確回答，除非你知道實際的需求函數(shù) 價格變動引起的利潤變動 (from p=11) 40 20 20 40 60 80 10010080604020價格變動百分比 利潤變動百分比 43% +50% 7% +20% 2% +10% 2% 10% 7% 20% 43% 50% 利潤變動 價格變動 假設 : 利潤 =(pc)*qF。 ? 保本價格 = 固定成本 /預期售量 +可變成本 ? = 300000/50000＋ 10 ? = $16 損益平衡圖 金額 (千美元) 1200 1000 800 600 400 200 0 總成本 固定成本 目標利潤 總收入 10 20 30 40 50 銷售量 (千單位 ) 保本點 目標利潤定價法 ? 目標利潤定價法， 是根據(jù)預期銷售量和目標利潤確定產(chǎn)品的售價。 ? 若企業(yè)的目標利潤為 100000，則： ? 產(chǎn)品售價 = (固定成本 +目標利潤 )/預期售量 ? + 可變成本 ? = (300000+100000)/50000 + 10 ? = $18 三、需求導向定價：理解價格 銷量關系的重要性 ? 很多公司在某一時點上大幅度地調(diào)整價格： – Prices of Palm PDAs have been falling significantly – Prices of PCs have also fallen significantly – Price of gasoline rises and falls frequently 一個簡單的例子 ? 為簡單起見，假定： – 行業(yè)中只有一個公司 – 僅僅銷售一種產(chǎn)品 – 直接賣給最終消費者 ? 產(chǎn)品利潤 ? = (pc)
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