定价技术和分析.ppt

?2002 South-Western Publishing ;Proactive Value-based Pricing;Differential Pricing;Price Discrimination;Arbitrage - Buy Low to Sell Higher;Many Ways to Separate Customers for Price Discrimination;Why Practice Price Discrimination?;First Degree Price Discrimination;Car Sales as First Degree Price Discrimination;Notice: Incentives to Understate One’s True Willingness to Pay;Second Degree Price Discrimination Methods;Block Rate Pricing;Two-Part Pricing:;If P = 4.50 - Q and MC = .50Find Optimal Cover Charge;Unlimited Accessor All-You-Can-Eat Pricing;Bundling (or Block Booking);Third Degree Price Discrimination;Third Degree Price Discrimination;Pricing In Segmented Markets;Products are INDEPENDENT when changes in price and quantity of one product do not alter revenues or cost in the others Products are INTERDEPENDENT, when changes DO affect other products Ex: Procter Gamble makes both Luvs and Pampers TR = TRA + TRB;Substitutes Complements;Decision Rule for Multiple Product Firms;Pricing Example in Supermarkets;Pricing of Joint Products;Steers: No Excess Case ;Steers: No Excess Case 2 ;Steers: No Excess Case 3 ;Excess of One of the Joint Products;Multi-Divisional Firms and the Economics of Transfer Pricing;Create Transfer Prices Similar to Competitive Market Prices;Transfer Pricing With No External Markets;Find Where MCM+P = MR;Pricing in Practice;Cost-Plus and Full Cost Pricing;Cost-Plus Pricing: Illustrated;Cost-Plus Pricing: Illustrated;Cost-Plus Pricing: Illustrated;Full Cost Pricing;Full Cost Pricing;Advantages Cost-plus is simple It is easy to delegate to others Easy to apply to thousands of items Can use categories of markups for different classes of products;?1999 South-Western College Publishing ;?1999 South-Western College Publishing ;?1999 South-Western College Publishing ;Revenue Management: Appendix 16A;Optimal Overbooking;Spillage;Optimal Overbooking