文档介绍：Principles of Marketing
1313--11
Session 13
PricingPricing StrategiesStrategies
Text: Chapter 11, Appendix 2
国际商学院市场营销学系
Outline
1313--22
. NewNew ProductProduct PricingPricing StrategiesStrategies
. ProductProduct MixMix PricingPricing StrategiesStrategies
. AdjustmentAdjustment StrategiesStrategies
. InitiatingInitiating && ReactionsReactions toto PricePrice
ChangesChanges
国际商学院市场营销学系
1313--33
. NewNew ProductProduct PricingPricing
StrategiesStrategies
国际商学院市场营销学系
I. New Product Pricing Strategies
1313--44
1. Market Skimming Pricing
Setting a high price to maximize
revenue from the target market
segment.
Results in Fewer, But More Profitable
Sales.
国际商学院市场营销学系
I. New Product Pricing Strategies
1313--55
ration Pricing
Setting a low price to attract a large
number of buyers and gain a
dominant market share.
Attract a Large Number of Buyers and
Win a Larger Market Share.
国际商学院市场营销学系
1313--66
. ProductProduct MixMix PricingPricing
StrategiesStrategies
国际商学院市场营销学系
II. Product Mix Pricing Strategies
1313--77
¾Product Line Pricing
Setting Price Steps Between Product Line Items
¾Optional-Product Pricing
Pricing Optional Products Sold With The Main Product
¾Captive-Product Pricing
Pricing Products That Must Be Used With The Main Product
¾By-Product Pricing
Pricing Low-Value By-Products To Get Rid of Them
¾Product-Bundle Pricing
Pricing Bundles Of Products Sold Together
国际商学院市场营销学系
1313--88
. AdjustmentAdjustment StrategiesStrategies
国际商学院市场营销学系
III. Adjustment Strategies
1313--99
PricePrice AdjustmentAdjustment StrategiesStrategies
DiscountDiscount SegmentedSegmented
PsychologicalPsychological
CashCash CustomerCustomer
QuantityQuantity ProductProduct FormForm
SeasonalSeasonal LocationLocation
FunctionalFunctional TimeTime
AllowancesAllowances
国际商学院市场营销学系
Promotional Pricing Tactics
1313--