文档介绍：Principles of Marketing
1212--11
SessionSession 1212
PricingPricing ConsiderationsConsiderations andand
ApproachesApproaches
Text: Chapter 10
国际商学院市场营销学系
Outline
1212--22
. FactorsFactors AffectingAffecting PricePrice
DecisionsDecisions
. TheThe MarketMarket andand DemandDemand
. ApproachesApproaches toto settingsetting
pricesprices
国际商学院市场营销学系
1212--33
. FactorsFactorsFactors AffectingAffectingAffecting PricePricePrice
DecisionsDecisionsDecisions
国际商学院市场营销学系
I. Factors Affecting Price Decisions
1212--44
InternalInternal FactorsFactors
MarketingMarketing ObjectivesObjectives
Marketing Mix Strategy ExternalExternal FactorsFactors
Marketing Mix Strategy Pricing
CostsCosts Pricing
Nature of the
anizational Decisions ¾¾Nature of the
Decisions market and demand
considerationsconsiderations market and demand
¾¾petition
¾¾OtherOther
environmentalenvironmental
factorsfactors (economy,(economy,
resellers,resellers,
government)government)
国际商学院市场营销学系
Internal Factors Affecting Pricing
Decisions: Marketing Objectives
1212--55
Survival
Low Prices to Cover Variable Costs and
Some Fixed Costs to Stay in Business.
Current Profit Maximization
Marketing Choose the Price that Produces the
Maximum Current Profit, Etc.
Objectives
Market Share Leadership
Low as Possible Prices to e
the Market Share Leader.
Product Quality Leadership
High Prices to Cover Higher
Performance Quality and R & D.
国际商学院市场营销学系
Internal Factors Affecting Pricing
Decisions: Marketing Mix
Customers Seek Products that Give them the Best 1212--66
Value in Terms of Benefits Received for the Price Paid.
Product Design
Nonprice Price Distribution
Positions
Promotion
国际商学院市场营销学系
Types of Cost Factors that
Affect Pricing Decisions
1212--77
Total Costs:Sum of the Fixed and Variable
Costs for a Given Level of Production
FixedFixed CostsCosts (Overhead)(Overhead)