商品定价Pricing.ppt

What is Price? ;What is Price?; Considerations in Setting Price;(1) Customer perceptions of value (a) Value-based pricing (b) Cost-based pricing (2) Other internal considerations Marketing strategy, objectives, mix (3) Other external considerations (a) Nature of the market and demand (b) Competitors’ strategies and prices;(1) Customer perceptions of value;(1) Customer perceptions of value;(1) Customer perceptions of value;(1) Customer perceptions of value; Overall marketing strategy, objectives, and the marketing mix: Company must decide on its overall marketing strategy for the product. General pricing objectives: Survival Current profit maximization Market share leadership Product quality leadership ; Marketing mix strategy: Price decisions must be coordinated with product design, distribution, and promotion decisions to form a consistent and effective marketing program. Organizational considerations: Must decide who within the organization should set prices. This will vary depending on the size and type of company.;(2) Internal Factors Affecting Pricing Decisions;(3) External Factors Affecting Pricing Decisions;(3) External Factors Affecting Pricing Decisions;(3) External Factors Affecting Pricing Decisions;(3) External Factors Affecting Pricing Decisions;(3) External Factors Affecting Pricing Decisions;(3) External Factors Affecting Pricing Decisions;3) External Factors Affecting Pricing Decisions;Other External Factors;Other External Factors;New Product Pricing Strategy ;New Product Pricing Strategy;New Product Pricing Strategy;New Product Pricing Strategy;New Product Pricing Strategy; Product Mix Pricing Strategies ;Product Mix Pricing Strategies;Product Mix Pricing Strategies;Product Mix Pricing Strategies;Product Mix Pricing Strategies;Product Mix Pricing Strategies;Product Mix Pricing Strategies;Price-Adjustment Strategies;Price-Adjustment Strategies;Price-Adjustment Strategies;Special Pricing Tactics;Price-Adjus