12章制定价格战略.pptx

制定价格战略和流程;Copyright?2009PearsonEducation,Inc.?PublishingasPrenticeHall 12-2;Copyright?2009PearsonEducation,Inc.?PublishingasPrenticeHall 12-3;Copyright?2009PearsonEducation,Inc.?PublishingasPrenticeHall 12-4;1、变化的定价环境;Copyright?2009PearsonEducation,Inc.?PublishingasPrenticeHall 12-6;二、制定价格;Copyright?2009PearsonEducation,Inc.?PublishingasPrenticeHall 12-8;步骤1、选择定价目标;两种重要的定价方法;新产品定价;讨论1：;Copyright?2009PearsonEducation,Inc.?PublishingasPrenticeHall 12-13;降低价格敏感度的因素;估计需求曲线;需求的价格曲线;课堂思考;需求价格弹性

对定价策略的影响［1］;需求价格弹性

对定价策略的影响［2］;需求的价格曲线;讨论2：高价格意味着什么？;步骤3：估算成本;成本的类型和不同水平的产量;;估算成本应该考虑的其它重要因素;步骤4：分析竞争者的成本、价格和提供品;产品定价与影响因素的关系;Copyright?2009PearsonEducation,Inc.?PublishingasPrenticeHall 12-28;成本导向定价法;Copyright?2009PearsonEducation,Inc.?PublishingasPrenticeHall 12-30;Copyright?2009PearsonEducation,Inc.?PublishingasPrenticeHall 12-31;Copyright?2009PearsonEducation,Inc.?PublishingasPrenticeHall 12-32;Copyright?2009PearsonEducation,Inc.?PublishingasPrenticeHall 12-33;差别定价的适用条件;案例研讨Intel［1］;案例研讨Intel［2］;降价;企业降价与提价;顾客对企业变价的反应;Copyright?2009PearsonEducation,Inc.?PublishingasPrenticeHall 12-40;变相的价格调整;Copyright?2009PearsonEducation,Inc.?PublishingasPrenticeHall 12-42;对竞争者降价的应对方案;市场领导者面对低价格时的策略;Copyright?2009PearsonEducation,Inc.?PublishingasPrenticeHall 12-45;Copyright?2009PearsonEducation,Inc.?PublishingasPrenticeHall 12-46;Copyright?2009PearsonEducation,Inc.?PublishingasPrenticeHall 12-47;9、春去春又回，新桃换旧符。在那桃花盛开的地方，在这醉人芬芳的季节，愿你生活像春天一样阳光，心情像桃花一样美丽，日子像桃子一样甜蜜。10月-2010月-20Wednesday,October14,2020

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