【正文】 心臟病藥品的促銷(xiāo) ? 每年因?yàn)樾呐K病 ,發(fā)生死亡的概率是 4% ? 每年因?yàn)樾呐K病 ,發(fā)生死亡的概率在心臟病患者中是68% 差異定價(jià) (細(xì)分定價(jià) ) 案例：亞馬遜差別定價(jià)實(shí)驗(yàn) ? 2022年 9月中旬，亞馬遜選擇了 68種 DVD碟片進(jìn)行動(dòng)態(tài)定價(jià)實(shí)驗(yàn)。 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(jià) (細(xì)分定價(jià) ) ? 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(guó)移動(dòng)對(duì)短信的差別定價(jià)為何引起強(qiáng)烈不滿？ ? 中國(guó)移動(dòng)在移動(dòng)短信的收費(fèi)標(biāo)準(zhǔn) —— 移動(dòng)短信在網(wǎng)內(nèi)外的收費(fèi)標(biāo)準(zhǔn)不同，即移動(dòng)網(wǎng)內(nèi)是０．１元，發(fā)給聯(lián)通手機(jī)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(fèi) 29美元用于促銷(xiāo) ? 而巴諾書(shū)店僅從其利潤(rùn)中抽取 4%用于實(shí)體門(mén)店