kotler14_basic_marketingmanagement課件(完整版)
【正文】 Production ? Fixed costs ? Variable costs ? Total costs ? Average cost ? Cost at different levels of production 1415 Step 5: Selecting a Pricing Method ? Markup pricing ? Targetreturn pricing ? Perceivedvalue pricing ? Value pricing ? Goingrate pricing ? Auctiontype pricing 1416 AuctionType Pricing ? English auctions ? Dutch auctions ? Sealedbid auctions 1417 Step 6: Selecting the Final Price ? Impact of other marketing activities ? Company pricing policies ? Gainandrisk sharing pricing ? Impact of price on other parties 1418 PriceAdaptation Strategies ? Geographical pricing ? Discounts/allowances ? Promotional pricing ? Differentiated pricing 1419 PriceAdaptation Strategies Countertrade ? Barter ? Compensation deal ? Buyback arrangement ? Offset Discounts/ Allow
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