文档介绍：The Strategy and Tactics of Pricing 定价的策略和战术
管理经济学
1
The Cost-Plus Delusion 加成定价法的谬误
Financial prudence
谨慎财务
How to determine mark-up?
如何决定加成比例?
管理经济学
2
Value-Based Pricing 根据消费者购置意愿定价
In 1964, Ford introduced Mustang, at a base price of $2,368, and made a net profit of $ billion in just the first two years
1964年福特推出定价为2368美元的Mustang车来满足消费者的需求,在最初的两年间净利达11亿美元
伦敦“疯人〞饭店
可口可乐的新型贩卖机
Coca-Cola’s New Vending Machine
管理经济学
3
Key Factors For an Effective Pricing Strategy 有效订价策略的决定因素
customers’ willingness to pay for the good or service
消费者的购置意愿
cost of providing the good or service
生产本钱
degree of competition
竞争程度
管理经济学
4
Generic Pricing Strategies 普遍适用的定价策略
Skimming: setting price high relative to the economic value of most potential customers
撇脂策略: 设定高价格，为少数优质客户效劳
Penetration: setting price low relative to the economic value in order to gain from high market share or volume
簿利多销策略: 以低廉的价格来获取庞大的市场份额或销量
管理经济学
5
Determinants of Demand 什么因素决定消费者购置意愿
Preference
消费者偏好
-- the more the better, but the more the less
desirable
越多越好,但越多越不热切
Income 收入
Prices of other goods
相关产品(替代品,互补品)的价格
Advertising 广告
管理经济学
6
Foe or Friend 是互替还是互补
Traditional Bookstores V. Online Bookstores
传统书店对网上书店
Traditional camera V. Digital Camera
传统相机对数码相机
Traditional newspapers V. “Newer〞 Newspapers
传统媒体对新媒体
管理经济学
7
How to secure complements? 怎样才能得到互补品的支持?
Agreements with firms producing complementary goods
鼓励其他公司提供互补品
Self provision through acquisition of firms producing complementary goods
通过收购相关公司,自己提供互补品
Government provision
寻求政府帮助
管理经济学
8
Special Determinants For Demand Of Durable Goods 耐用品需求的特定因素
Expectation about future prices and income
对未来价格和收入的期望
Financing costs
融资本钱
管理经济学
9
Factors influencing market demand: 影响市场需求的因素
Income level and distribution
收入上下和分布
Population and demographics
人口多少及构成
Market saturation 市场渗透率
Network extern