【正文】 心臟病藥品的促銷 ? 每年因為心臟病 ,發(fā)生死亡的概率是 4% ? 每年因為心臟病 ,發(fā)生死亡的概率在心臟病患者中是68% 差異定價 (細分定價 ) 案例：亞馬遜差別定價實驗 ? 2022年 9月中旬，亞馬遜選擇了 68種 DVD碟片進行動態(tài)定價實驗。 Value Segment Pricing ? Not all customers provide equal value to the firm. ? Pareto Principle: 80% of a firm’s business usually es from the top 20% of customers. ? The seller’s goal is to keep A+, A customers brand loyal and to move all groups up to a higher level of value. ? Pricing strategies can help. ? Giving highvalue customers the first shot at discounts will reinforce their loyalty. H i g h L o w A+ A B C C u s to m e r s G r o u p e d b y V a l u e C u s to m e r v a l u e to th e s e l l e r ?small group ?loyal customers ?may not be price sensitive 差異定價 (細分定價 ) ? Webbased technology + database marketing make this pricing strategy much more practical ? Ex: Online music retailer CDNow offers lower prices on selected products to loyal customers, ? These customers receive an message directing them to a special Web page to view and buy these featured products. 中國移動對短信的差別定價為何引起強烈不滿？ ? 中國移動在移動短信的收費標準 —— 移動短信在網(wǎng)內(nèi)外的收費標準不同，即移動網(wǎng)內(nèi)是０．１元，發(fā)給聯(lián)通手機或小靈通是０．１５元。 ? Amazon撥出 24％的收入或在客戶身上人均花費 29美元用于促銷 ? 而巴諾書店僅從其利潤中抽取 4%用于實體門店