RETAIL MANAGEMENT Pricing in Retailing参考.ppt

* * * * * * * * * * * Table 17-4: Markup Equivalents Figure 17-7: How to Determine Direct Product Profitability Integration of Approaches to Price Strategy If prices are reduced, will revenues increase greatly? (Demand orientation) Should different prices be charged for a product based on negotiations with customers, seasonality, and so on? (Demand orientation) Will a given price level allow a traditional markup to be attained? (Cost orientation) What price level is necessary for a product requiring special costs? (Cost orientation) What price levels are competitors setting? (Competitive orientation) Can above-market prices be set due to a superior image? (Competitive orientation) Figure 17-8: Specific Pricing Decisions Price Strategy Concepts Customary Pricing Everyday Low Pricing Variable Pricing Yield Management Pricing One-Price Policy Flexible Pricing Contingency Pricing Odd Pricing Leader Pricing Multiple-Unit Pricing Price Lining Figure 17-9: Wal-Mart and Everyday Low Pricing Figure 17-10: Odd Pricing Reasons to Use Multiple-Unit Pricing A firm could seek to have shoppers increase their total purchases of an item. This approach can help sell slow-moving and end-of-season merchandise. Price bundling may increase sales of related items. Price Adjustments Adaptive mechanism Markdown Additional markup Employee discount Figure 17-11: Price Change Authorization Form Timing Markdowns Early markdown policy Late markdown policy Staggered markdown policy Automatic markdown plan Storewide clearance Figure 17-12: Giant Eagle – Going Beyond Everyday Low Pricing All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. * * * * * * * * * * * * * * * * * * * * *Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice