销售管理有利润的客户关系英文版.pptx

Pricing Strategies;Objectives;Objectives;Price is #1 factor influencing choice of cellular companies Prices in wireless industry dropped 25% in three years Few companies were profitable;Definitions;Product Line Pricing Setting price steps between product line items. Price points Optional-Product Pricing Pricing optional or accessory products sold with the main product;Captive-Product Pricing Pricing products that must be used with the main product High margins are often set for supplies Services: two-part pricing strategy Fixed fee plus a variable usage rate;By-Product Pricing Pricing low-value by-products to get rid of them Product Bundle Pricing Pricing bundles of products sold together;Price Adjustment Strategies;Price Adjustment Strategies;Conditions Necessary for Segmented Pricing Effectiveness ;Price Adjustment Strategies;Price Adjustment Strategies;Promotional Pricing Problems ;Price Adjustment Strategies;Price Adjustment Strategies;Initiating Price Cuts is Desirable When a Firm: Has excess capacity Faces falling market share due to price competition Desires to be a market share leader;Price Increases are Desirable: If a firm can increase profit, faces cost inflation, or faces greater demand than can be supplied. Methods of Increasing Price Alternatives to Increasing Price Reducing product size, using less expensive materials, unbundling the product. ;Buyer reactions to price changes must be considered. Competitors are more likely to react to price changes under certain conditions. Number of firms is small Product is uniform Buyers are well informed ;Respond To Price Changes Only If: Market share / profits will be negatively affected if nothing is changed. Effective action can be taken: Reducing price Raising perceived quality Improving quality and increasing price Launching low-price “fighting brand” ;Pricing within Channel Levels Price-fixing Competitors can not work with each other  to set prices Predatory pricing Firms may not sell below cost