定價(jià)策略(ppt21)營(yíng)銷策劃(編輯修改稿)
2025-07-22 18:05 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 ? Market is segmentable ? Lower priced segments are not able to resell ? Competitors can not undersell segments charging higher prices ? Pricing must be legal ? Costs of segmentation can not exceed revenues earned ? Segmented pricing must reflect real differences in customers’ perceived value ? 市場(chǎng)必須是可細(xì)分的 ? 售價(jià)較低的細(xì)分市場(chǎng)上的消費(fèi)者沒(méi)有機(jī)會(huì)將買到的產(chǎn)品轉(zhuǎn)售出去 ? 競(jìng)爭(zhēng)者無(wú)法在售價(jià)較高的細(xì)分市場(chǎng)上以較低的價(jià)格進(jìn)行銷售 ? 細(xì)分市場(chǎng)的成本不能超過(guò)差別定價(jià)帶來(lái)的收益 ? 細(xì)分市場(chǎng)定價(jià)必須反映不同消費(fèi)者感知價(jià)值的真實(shí)差異 Conditions Necessary for Segmented Pricing Effectiveness 使細(xì)分市場(chǎng)定價(jià)策略有效的條件 12 11 ? 價(jià)格是用來(lái)表明產(chǎn)品的一些性質(zhì)的 ? 價(jià)格 —質(zhì)量關(guān)系 ? 參考價(jià)格 ? 五美分的差異也是很重要的 ? 每一個(gè)數(shù)字都具有象征意義和視覺(jué)質(zhì)量，可以影響消費(fèi)者心理 ? The price is used to say something about the product. ? Pricequality relationship ? Reference prices ? Differences as small as five cents can be important ? Numeric digits may have symbolic and visual qualities that psychologically influence the buyer Psychological心理定價(jià) 12 12 ? 暫制定低于標(biāo)準(zhǔn)，甚至低于成本的價(jià)格 ? 先賠策略 ? 特殊事件定價(jià) ? 現(xiàn)金返還 ? 低息分期付款、長(zhǎng)期質(zhì)量擔(dān)保、免費(fèi)維修業(yè)務(wù) ? 促銷定價(jià)可能會(huì)帶來(lái)負(fù)面影響。 Promotional 促銷定價(jià) ? Temporarily pricing products below the list price or even below cost ? Loss leaders ? Specialevent pricing ? Cash rebates ? Lowinterest financing, longer warranties, free maintenance ? Promotional pricing can have adverse effects 12 13 ? Easily copied by petitors ? Creates dealprone consumers ? May erode brand’s value ? Not a legitimate substitute for effective strategic planning ? Frequent use leads to industry price
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