842麥肯錫營銷手冊(ppt97)(參考版)
2025-06-12 18:58本頁面
【正文】 Here the issue is deciding the exact price to assign to each customer transaction taking into consideration discounts， allowances， rebates， etc。 – Tool： value map， dynamic value management， economic value to customer ? 交易。 To a marketer， price is a function of product/market strategy。 At this level， the key issue is how current and future supply， demand， cost， and regulatory dynamics will affect overall industry price levels。 For example： ? 供給 /需求。 For example， a 5percent price decrease might require as much as a 20percent volume increase to reach breakeven。 – In addition， many panies believe that ― price simply cannot be managed‖ that pricing is set by the market or set by petition。 ? The pricing profit lever is more powerful than other determinants of profitability， including volume increases and cost reduction。 54 Choose value Indentify needs/buying factors Select target segments Define value package Communicatese value Determine and manage pricing at three levels 55 Understand pricing profit lever In many cases， price is the most important determinant of changes in profitability。 Getting the pricing process right often provides a solid foundation for upgrading the entire marketing function within client organizations。 The issues， opportunities， and threats in pricing can be explored across three distinct but related levels of piece management： ? the supplydemand level ? the product/market strategy level ? the transaction level Making positive pricing change happen is usually more difficult than identifying the location of a pricing opportunity。 51 設(shè)立銷售戰(zhàn)略 驅(qū)動執(zhí)行杠桿 有效結(jié)構(gòu) 銷售技巧 和支持 基于業(yè)績的 測量和獎勵 ?測量和追蹤結(jié)果 ?基本激勵 /業(yè)績補償 ?財政和非財政獎勵 的平衡 52 pricing 53 Pricing provide the value Companies can also provide value to their customers through careful pricing decisions。 The skill/ will matrix is a useful tool for identifying skill gaps and challenges at the individual salesp0erson’s le
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