【正文】 g the entire marketing function within client anizations。 Advanced topics in pricing are briefly addressed at the end of this section。 118 Choose value Indentify needs/buying factors Select target segments Define value package Communicatese value Determine and manage pricing at three levels 119 Understand pricing profit lever In many cases， price is the most important determinant of changes in profitability。 ? A 1percent increase in price can lead to a substantial increase in profits。 ? The pricing profit lever is more powerful than other determinants of profitability， including volume increases and cost reduction。 ? Noheless， pricing is often undermanaged： – sometimes， price differentiation is perceived often mistakenly as being entirely illegal， and degrees of pricing freedom rare vastly underestimated。 – In addition， many panies believe that ― price simply cannot be managed‖ that pricing is set by the market or set by petition。 – Finally， panies underestimate the impact that pricing changes can have on their bottom line 。 For example， a 5percent price decrease might require as much as a 20percent volume increase to reach breakeven。 120 121 Determine and manage pricing at three levels Pricing means different things to different individuals and to different groups within every anization。 For example： ? 供給 /需求。 To an economist， price is a function of supply and demand。 At this level， the key issue is how current and future supply， demand， cost， and regulatory dynamics will affect overall industry price levels。 – Tool： scp， industry cost curves， demand analysis ? 產品 /市場戰(zhàn)略。 To a marketer， price is a function of product/market strategy。 At this level the issue is to determine base price levels that will position clients’ product and service offerings optimally with regard to petition。 – Tool： value map， dynamic value management， economic value to customer ? 交易。 A salesperson may think of price in terms of individual transactions。 Here the issue is deciding the exact price to assign to each customer transaction taking into consideration discounts， allowances， rebates， etc。 – Tool： pocketprice waterfall， pocketprice band 122 123 124 0 2 4 6 8 10 12 14 12 10 8 6 4 2 0 0 2 4 6 8 10 12 14 16 12 10 8 6 4 2 0 125 126 C A B 127 128 D A B C B E I F G H I B G H 129 130 051015202550 55 60 65 70 75 80 85 90 95131 132 133 134 135 1 2 3 4 5 136 137 138 139 140 141 142 143 144 145 146 147 148 149 150 151 152 153 154 155 156 157 158 159 160 161 162163? 1 vvvvvvvvvvvvvv ? 2 過眼云煙的 ? 3 古古怪怪 的的 ? 4 的防電風扇 的的 ? 5 的的 ? 6男的的 ? 7古古怪 ? 8vvvvvvv ? 9方法 ? 164? 古古廣告和叫姐姐 ? 和呵呵呵呵呵斤斤計較斤斤計較 ? 化工古怪怪古古怪怪個 ? Ccggffghfhhhf的 ? Ghhhhhhhhhh的當個非官方給 ? 1111111111的的 ? 222加一塊花 i嗎 ? 555人托人托管人 ? 8887933 ? Hhjjkkk ? 瀏覽量瀏覽量了 ? 觀后感復合管 i開后進口貨 ? 華國鋒 ? 111111111111 ? 000 165?566和費電話費規(guī)范和減肥掛號費58888 ?Hhu掛號費管很反感uuuu ?非官方東莞的 ?京滬高姐后感覺 ?4555555廣發(fā)華福掛號費55 ?45555花非花房合法化突然555 ?發(fā)呆的叮當當?shù)牡??規(guī)范化 166?5466666666 ?54444444444 ?風光好 ?V海沸河翻好豐富和韓國 ?uytututn ? ? 復合肥天try日他你共和國 ? hggghgh554545454 167?11111111111122222222 ?盡快快快快快快快家斤斤計較斤斤計較計較環(huán)境及斤斤計較斤斤計 ?斤斤計較瀏覽量哦哦陪陪 168? 4444444 ? 777 ? 44444011011112 ? 古古怪怪 ? 4444444444444 ? 555 ? 444444444 169? 54545454 ? 哥 vnv ? 非官方給 ? 風光好剛剛發(fā) 合格和韓國國 ? 版本 vnbngnvg ? 和環(huán)境和換機及環(huán)境和交換機 ? 殲擊機 170? 11111 ? 該放放放風放放風方法 ? 風光好教育廳 ? 諤諤看看 ? 海沸河翻 ? 共和國規(guī)劃 171?快盡快盡快盡快將見快盡快盡快盡快將盡快空間進間 ?空間接口可看見看見 ?放放風 172 齺淹輺扟籗穩(wěn)修辒璨沂塙鬚魰看檢醈喟騫菘孶棸襕凓齖嚨銛臄蜴鋴樹殪掏婎萈辌軛捻班恜敵詒枚驀艧皴餓鋻馘錏禡