Chapter 14 - Developing pricing strategies and programs. In this chapter, we will address the following questions: How do consumers process and evaluate prices? How should a company set prices initially for products or services? How should a company adapt prices to meet varying circumstances and opportunities? When should a company initiate a price change? How should a company respond to a competitor’s price change?
Trang 1Kotler • Keller Phillip Kevin Lane
Marketing Management • 14e
Trang 2Developing Pricing
Strategies and Programs
Ch ap
te r 1
4
Trang 33 How should a company adapt prices to meet
varying circumstances and opportunities?
4 When should a company initiate a price
change?
5 How should a company respond to a
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Marketing Mix
Promotio
n Place
Revenue Producer
Cos t
Cos
t
Cos
t
Trang 5$31.50 $33.50
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Changing Price Environment
Instant Price Comparisons
Buyer
s
Trang 7Negotiate
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How Companies Price
Pricing Department
Small Business
Owner
Product-line Managers (w/guidance)
Trang 9Consumer Psychology and
Pricing
Reference
Prices Price-Quality Inferences
Price Endings
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A Black T-Shirt
Armani - $275
Gap - $14.90
H&M - $7.90
Trang 11Select Final Price
Setting the Price
1
Price Method
Competitor Analysis
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Selecting the Pricing Objective
Survival Maximum Current Profit Maximum Market Share Maximum Market
Skimming Product-Quality Leadership
Other Objectives
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Fi gu
re
14 .1 Inelastic and Elastic Demand
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Estimating Costs
Fixed Costs
Types of costs
Trang 17Fi gu
re
14 .2 Costs at Varying Levels of
Production
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Trang 19Estimating Costs
Target Costing
Design engineers
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Fi gu
re
14 .3 The Experience Curve
Trang 21Analyzing Competitors’ Offers
“A”
“B”
Costs Reactio
n Price
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Selecting a Pricing Method
Trang 23Ceiling price
Customers’
assessment of unique product features Orienting point
Competitors’ prices and prices of substitutes Costs Floor Price
High Price
(No possible demand at this price)
Low Price
(No possible
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Trang 25Target-Return Pricing
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Fi gu
re
14 .5 Target-Return Pricing
Trang 27Perceived-Value Pricing
Customer’s value
perceived-• Performance $$$
• Warranty $
• Customer support $
• Reputation $$
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Value Pricing
P 1
P 2
throughout the store
EDLP
High
Low Pricin
g
Trang 29Going-Rate Pricing
Follow the
Commodities
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Auction Pricing
English auction
(ascending bids)
Dutch auction
(descending bids)
Sealed-bid auction
Trang 31Selecting the Final Price
Brand
Qualit
y
Impact on others
Pricing Policies
Trang 32
Gain-and-risk-Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 32 of 33
Adapting the Price
Geographic
Pricing
Price Discounts and Allowances
Promotional
Pricing
Differentiated Pricing
Trang 33Dealing with Price Changes
Raising Prices
Cutting Prices