文档介绍：价格决策
一、制定价格
二、修订价格
三、价格变动与对价格变动的反应
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Mini-case:Sears
Sears’s pricing strategies have played a major role in pany’s ups and downs over the course of ten originally became America’s largest retailer by offering quality merchandise at affordable the late 1960s,however,pany decided to upgrade its merchandise and raise higher prices caused many loyal shoppers to switch to lower-petitors,Sears continued to lose customer to Wal-mart, Kmart, and other market share slid 33 percent during the 1980s,and America’s largest retailer found itself in big trouble.
In the spring of 1989, in what it called the biggest change in its 102-year history, Sears launched a bold new pricing its decades- old weekly sales approach, it adopted a no-sales,everyday low- price closed all of its 824 stores for 42 hours and retagged every piece of merchandise,slashing prices by as much as 50 percent. In its biggest ever advertising campaign,the huge retailer proclaimed,”we ‘ve lowered our prices on over 50000 items! Sears:your money’s worth and a whole lot more.
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Sears bet that its new everyday low-price strategy would pull consumers
back into its stores and revive sagging at first,sales did surge
under the new pricing policy,but the poly involved many risks, and after
The initiate fanfare died down,Sears’s sales and profits began to decline
once more.
To be essful with everyday low prices,Sears first had to achieve
everyday low ,its cost traditionally had run much higher than
Those of petitors. With its bloated cost structure, the price slashing left
Sears with paper-thin margins,causing profits to fall.
Beyond cost problems,Sears faced the even tougher problem of trying
to change consumer perceptions of its prices and decades,
Sears had conditioned customers to “hold out” for its traditional price-off
rapid switch to a one-price policy and everyda