定價策略(ppt21)營銷策劃-預覽頁
【正文】 w product in order to attract a large number of buyers and a large market share. ? 市場撇脂定價法 ? 將新產(chǎn)品價格定得很高，在愿意付高價的細分市場上一層一層的獲取收入。 12 2 Objectives目標 ? Learn how panies adjust their prices to take into account different types of customers and situations. ? Know the key issues related to initiating and responding to price changes. ? 討論公司如何調(diào)整價格以適應不同的消費者和情況。 ? 解釋公司如何找到一個使產(chǎn)品組合總利潤最高的價格系列。T wireless brand so consumers would consider value rather than just price ? Campaign met with strong initial success mLife: ATamp。 12 6 ? CaptiveProduct Pricing ? Pricing products that must be used with the main product ? High margins are often set for supplies ? Services: twopart pricing strategy ? Fixed fee plus a variable usage rate ? 附屬產(chǎn)品定價 ? 對必須與主體產(chǎn)品一起使用的產(chǎn)品定價 ?附屬產(chǎn)品的利潤往往很高 ? 服務：二分定價 ?固定費用加變動使用費。 ? 提價的方法 ? 提價的替代物 ? 將產(chǎn)品變小，使用更便宜的成分，分類計價 12 18 Price Changes 價格變動 ? Buyer reactions to price changes must be considered. ? Competitors are more likely to react to price changes under certain conditions. ? Number of firms is small ? Product is uniform ? Buyers are well informed ? 必須考慮購買者對價格變動的反應。 12 21 Public Policy and Pricing 公共政策與定價 ? Pricing across Channel Levels ? Price discrimination ? Retail price maintenance ? Deceptive pricing ? Bogus reference / parison pricing ? Scanner fraud ? Price confusion ? 跨渠道定價 ? 價格歧視 ? 零售價格維持 ? 欺詐性定價 ?虛擬常規(guī)價 /對比定價 ?掃描儀錯誤 ?價格迷惑
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