定價策略(ppt21)營銷策劃(編輯修改稿)
2025-07-22 18:05 本頁面
【文章內(nèi)容簡介】 ? 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 ? 市場必須是可細(xì)分的 ? 售價較低的細(xì)分市場上的消費(fèi)者沒有機(jī)會將買到的產(chǎn)品轉(zhuǎn)售出去 ? 競爭者無法在售價較高的細(xì)分市場上以較低的價格進(jìn)行銷售 ? 細(xì)分市場的成本不能超過差別定價帶來的收益 ? 細(xì)分市場定價必須反映不同消費(fèi)者感知價值的真實(shí)差異 Conditions Necessary for Segmented Pricing Effectiveness 使細(xì)分市場定價策略有效的條件 12 11 ? 價格是用來表明產(chǎn)品的一些性質(zhì)的 ? 價格 —質(zhì)量關(guān)系 ? 參考價格 ? 五美分的差異也是很重要的 ? 每一個數(shù)字都具有象征意義和視覺質(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 12 12 ? 暫制定低于標(biāo)準(zhǔn)，甚至低于成本的價格 ? 先賠策略 ? 特殊事件定價 ? 現(xiàn)金返還 ? 低息分期付款、長期質(zhì)量擔(dān)保、免費(fèi)維修業(yè)務(wù) ? 促銷定價可能會帶來負(fù)面影響。 Promotional 促銷定價 ? 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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