kotler14_basic_marketingmanagement課件(存儲版)
【正文】 marketing mix ? Failure to vary price by product item, market segment, distribution channels, and purchase occasion 145 Consumer Psychology and Pricing ? Reference prices ? Pricequality inferences ? Price endings ? Price cues 146 Table Possible Consumer Reference Prices ? “Fair price” ? Typical price ? Last price paid ? Upperbound price ? Lowerbound price ? Competitor prices ? Expected future price ? Usual discounted price 147 Table Consumer Perceptions vs. Reality for Cars Overvalued Brands ? Land Rover ? Kia ? Volkswagen ? Volvo ? Mercedes Undervalued Brands ? Mercury ? Infiniti ? Buick ? Lincoln ? Chrysler 148 Price Cues ? “Left to right” pricing ($299 versus $300) ? Odd number discount perceptions ? Even number value perceptions ? Ending prices with 0 or 5
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