伯曼 零售管理（第13版）berman_rm13_ppt_17.pptxVIP

Retail Management: A Strategic ApproachThirteenth EditionChapter 17Pricing In RetailingCopyright ? 2018, 2014, 2012 Pearson Education, Inc. All Rights Reserved Learning Objectives17.1 To describe the role of pricing in a retail strategy and to show that pricing decisions must be made in an integrated and adaptive manner17.2 To examine the impact that consumers, government, manufacturers, wholesalers and other suppliers, current/potential competitors have on pricing decisions17.3 To present a framework for developing a retail price strategy: objectives, broad policy, basic strategy, implementation, and adjustments Pricing Options for RetailersDiscount orientationAt-the-market orientationUpscale orientation Figure 17.2 Feeling Ripped Off Figure 17.3 Factors Affecting Retail Price Strategy Price Elasticity of DemandThe sensitivity of customers to price changes in terms of the quantities they will buy:Elastic – Small percentage changes in price lead to substantial percentage changes in the number of units bought.Inelastic – Large percentage changes in price lead to small percentage changes in the number of units bought. Table 17.1 A Movie Theater’s Elasticity of Demanda Expressed as a positive number. Market Segments by Price SensitivityEconomic consumersStatus-oriented consumersAssortment-oriented consumersPersonalizing consumersConvenience-oriented consumers The Government and Retail PricingHorizontal Price FixingVertical Pricing FixingPrice Discrimination (Robinson-Patman Act)Minimum Price LawsUnit PricingItem Price RemovalPrice Advertising Justifiable Price Discrimination Under the Robinson-Patman ActProducts are physically different.The retailers paying different prices are not competitors.Competition is not injured.Price differences are due to differences in supplier costs.Market conditions change – costs rise or fall or competing suppliers shift prices. Competition and Retail PricingMarket pricing – Retailers often price similarly to each other and have less con