定價策略(ppt21)營銷策劃-資料下載頁
2025-06-07 18:05本頁面
【導(dǎo)讀】動中的關(guān)鍵問題。將新產(chǎn)品價格定得。層一層的獲取收入。功能（貿(mào)易）折扣。細(xì)分市場定價的類型：。消費者子市場定價。也稱為收入產(chǎn)出管理。售價較低的細(xì)分市場上的消費
【正文】 uyer reactions to price changes must be considered. ? Competitors are more likely to react to price changes under certain conditions. ? Number of firms is small ? Product is uniform ? Buyers are well informed ? 必須考慮購買者對價格變動的反應(yīng)。 ? 在特定情況下消費者競爭者更容易對價格變動作出反應(yīng)。 ? 公司規(guī)模較小 ? 產(chǎn)品相同 ? 購買者信息充分 12 19 Price Changes 價格變動 ? Respond To Price Changes Only If: ? Market share / profits will be negatively affected if nothing is changed. ? Effective action can be taken: ? Reducing price ? Raising perceived quality ? Improving quality and increasing price ? Launching lowprice “fighting brand” ? 如果發(fā)生以下情況時才對價格變動作出反應(yīng)： ? 如果不作變動的話市場份額 /利潤會受負(fù)面影響。 ? 可以采取有效措施： ?降低價格 ?提高顧客的感知質(zhì)量 ?改善質(zhì)量并提高價格 ?建立低價格的“戰(zhàn)斗品牌” 12 20 Public Policy and Pricing 公共政策與定價 ? Pricing within Channel Levels ? Pricefixing ? Competitors can not work with each other to set prices ? Predatory pricing ? Firms may not sell below cost with the intention of punishing a petitor or gaining higher longrun profits or running a petitor out of business. ? 同一渠道定價 ? 串通定價 ?競爭者不能將其定價告訴它的競爭者 ? 掠奪性定價 ?公司不能為了懲罰某個競爭者或是為了將競爭驅(qū)逐出市場以獲取較高的長期利潤，以低于成本的價格銷售產(chǎn)品。 12 21 Public Policy and Pricing 公共政策與定價 ? Pricing across Channel Levels ? Price discrimination ? Retail price maintenance ? Deceptive pricing ? Bogus reference / parison pricing ? Scanner fraud ? Price confusion ? 跨渠道定價 ? 價格歧視 ? 零售價格維持 ? 欺詐性定價 ?虛擬常規(guī)價 /對比定價 ?掃描儀錯誤 ?價格迷惑
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