文档介绍：Pricing Strategies Pricing Strategies Chapter 9 2 Objectives ? Learn the major strategies for pricing new products. ? Understand panies find a set of prices that maximizes the profits from the total product mix. 3 Objectives ? Learn panies adjust their prices to take into account different types of customers and situations.( price adjustment) ? Know the key issues related to responding to price changes. (price reaction) 4 New-Product Pricing Strategy ? Market-Skimming Pricing – Setting a high price for a new product to skim maximum revenues layer by layer from segments willing to pay the high price. ? Market-ration Pricing – Setting a low price for a new product in order to attract a large number of buyers and a large market share. Skimming vs. ration Pricing parison of Slow Skimming and Rapid ration Pricing Strategies 7 ? Product Line Pricing – Setting price steps between product line items. ? take into account cost difference, customer evaluations of different features ,petitors ’ prices ? cost difference is more less than price difference. ? price points ? Optional-Product Pricing – Pricing optional or accessory products sold with the main product. Which items to include in the base price and which to offers as option. Product Mix Pricing Strategies 8 ? Captive-Product Pricing – Pricing products that must be used with the main product ? High margins are often set for supplies – Services: two-part pricing strategy ? Fixed fee plus a variable usage rate. such as a pany charge Product Mix Pricing Strategies 9 ? By-Product Pricing – Pricing low-value by-products to get rid of them. To seek for a market and accept a price that covers more than the cost of storage and delivering them. ? Product Bundle Pricing – Pricing bundles of products sold together. Product Mix Pricing Strategies 10 Price Adjustment Strategies ? Discount / allowance ? Segmented ? Psychological ? Promotional ? Geographical ? International ? Types of discounts – Cash discount