文档介绍：DESIGNING PRICING STRATEGIES
价格策略
院系经济与管理学院
专业市场营销
班级 94080501
学号 2009040805013
姓名
指导教师
职称
负责教师
沈阳航空航天大学
2013年6月
DESIGNING PRICING STRATEGIES
All for-anizations and many anizations set prices on their
goods or services. Whether the price is called rent (for an apartment), tuition (for
education), fare (for travel), or interest (for borrowed money), the concept is the same.
Throughout most of history, prices were set by negotiation between buyers and sellers.
Setting one price for all buyers arose with the development of large-scale retailing at
the end of the eenth century, when Woolworth’s and other stores followed a
“strictly one-price policy” because they carried so many items and had so many
employees.
Now, 100 years later, technology is taking us back to an era of negotiated pricing.
The , works, and wireless setups are linking people, machines, and
companies around the globe, connecting sellers and buyers as never before. Web sites
and allow buyers pare products and prices
quickly and easily. On-line auction sites like and make it easy for
buyers and sellers to negotiate prices on thousands of items. At the same time, new tech-
nologies are allowing sellers to collect detailed data about customers’ buying habits,
preferences—even spending limits—so they can tailor their products and prices.
1
In the entire marketing mix, price is the one element that produces revenue; the
others produce costs. Price is also one of the most flexible elements: It can be changed
quickly, unlike product features and mitments. Although peti-
tion is a major problem panies, many do not handle pricing well. The most
common mistakes are these: Pricing is too cost-oriented; price is not revised often
enough to capitalize on market changes; price is set independent of the rest of the
marketing mix rather than as an intrinsic element of market-positioning strategy; and
price is not varied enough for different product items, market segments, a