市场管理原版教材7.pptx

Chapter 7;Part 1;1. The Expression of Price;;Survival maximum current profit maximum current revenue maximum sales growth maximum market skimming product-quality leadership ;; Factors Affecting Price Sensitivity; Price Elasticity of Demand;; Costs Considerations; The Experience Curve ;Once the company is aware of competitors’ prices and offers, it can use them as an orienting point for its own pricing. Similar offer,close to the competitors Inferior offer, not be able to charge more than the competitors superior offer, charge more than the competitors ;3. Pricing Methods; fixed cost Unit cost = variable cost + unit sales unit cost Markup price = (1- desired return on sales);(2) Target-return Pricing; Breakeven Analysis;Break-even volume;(3)Perceived-value pricing;(4)Value Pricing;(5)Going-rate pricing;(6) Sealed-bid Pricing;4. Selecting the Final Price;(2) The influence of other marketing-mix elements on price;(3) Company Pricing Policies;(4)Impact of Price on Other Parties;Part 2;1. Price discount and Allowance;(2) Promotional Pricing;(3) Discriminatory Pricing;Part 3;1.Initiating Price Cuts;Cost inflation over demand ;(1) Price adjustments;(2) Respond to High Cost or Demand Without raising Prices ;(3) Customers’ Reactions to Price changes;(4)The positive meanings of price increase;(5) Competitors’ Reactions to Price Changes;3. Responding to Price Changes;(2) How a firm should respond to a price change initiated by a competitor?;(3)Issues Need to Consider before reacting;(4) Market Leaders’ Options;(5) Price-Reaction Program for Meeting a Competitor’s Price Cut