零售业管理-价格的策略.pptVIP

Chap15 pricing p.456一.價格策略EDLPHigh/Low pricingEDLP比High/low 的相對優點1.Reduced price wars2.Reduced advertising3.Improving customer service4.Reduced stockouts and improved inventory  management5.Increase profit margins * High/low 比EDLP 的相對優點 1.The same merchandise appeals to multiple markets 2.It move merchandise 3.Emphasis is on quality or service 4.It’s bard to maintain EDLP * EDLP or High/Low 定價策略的指導原則 1.EDLP should not used for all product categories 2.some retailers have developed strategies to wean  customers off high/low strategies 3.those retailers who have embraced an EDLP strategy must convince their customers that they do 4.retailers recognize that they generally can’t avoid sales altogether They use other practices in conjunction with their basic strategy * They use other practices in conjunction with their basic strategy: Coupons 折價券 Rebates 現金找回 Pricing Bundling 價格包 Multiple-unit pricing 多個一體定價 Pricing lining 價格帶 Odd pricing 零畸定價 * Cost orientation method Maintained Markup = Net sales－Cost of goods sold percentage Net sales Maintained markup ＝ Net sales－Cost of goods sold Gross margin ＝Maintained markup－Workroom costs ＋ Cash discounts Gross margin percentage＝Gross margin Net sales * Demand oriented method Factors affect customers’ sensitivity to price 1.substitute awareness effect 2.total expenditure effect 3.difficult comparison effect 4.benefit/price effect 5.situation effect * 法律考量 Price discrimination 價格差別化 Vertical price fixing 固定垂直價格 Horizontal price fixing 固定水平價格 Predatory pricing 掠奪價格 Comparative price advertising 比較價格廣告 Bait-and-Switch tactics 誘騙技巧 *