市场营销 影响定价的主要因素 10.1 影响定价的主要因素.pptVIP

* Marketing objectives--The company must set up its marketing objectives for the product before it sets price. Pricing strategy is largely determined by a company’s target market and positioning objectives. 丰田的雷克萨斯主要与欧洲的高档车竞争，目标是高收入阶层，定价高；其另一个车系ECHO(威乐)”不高价就能帮你追寻梦想”的大功率，经济型的车，就是定位于低价。 The common objectives are: Survival: The survival of a company is more important than profit if it is troubled by too much capacity, heavy competition or changing consumer wants. The company may set a low price in order to increase demand. Eg. 三菱汽车 Current profit maximisation: Many companies look for maximum profit rather than long-run performance. The setting of price aims to create maximum current profit, cash flow or return on investment.比如IPHONE Market-share maximisation: To maintain the dominant market share, the company sets prices as low as possible to enjoy the lowest costs and highest long-run profit. 比如Pizza Hut in Australia, reducing price from $16 to $6 and sometimes as low as $4. 如比肯德基与麦当劳进入中国时定价是30几元一个套餐，而现在15元就能享受到一个套餐。比如像宝洁的海飞丝，80年代的时候卖28元一瓶，那时人均工资才一百多，而现在还是卖二十多一瓶。 Product-quality leadership: To produce the high quality product is an objective of some companies. High price is required to cover product quality and cost of R D. 比如我们买洗衣机冰箱的首选品牌是西门子和海尔，买电子产品首选是SONY, 为什么？因为他们的质量可靠，但也意味着价格要高出其他品牌很多。 * Other objectives --Price is also a weapon. 进入新市场，获取市场份额，阻止竞争对手的进入等 大学经费：有一部分要依靠个人捐赠和公共基金，因而定价可能只追求部分成本收回。 非营利性医院：可能采取回收全部成本的定价策略。 非营利剧院的定价，可能只考虑最高上座率。 * 例如，靠许多经销商来支持促销产品的生产者，将不得不在价格中设定较大的经销商利润差额。 * Marketing-mix strategy: Price is only one of the marketing-mix tools. It is affected by product design, distribution and promotion decisions, and must be coordinated with these tools to make an effective marketing program so as to achieve the company’s objectives. 以产品价格来定位产品，然后确定其他市场营销组合策略---目标成本技术：先确定基于客户因素的售价，然后以与价格相匹配为目标确定成本。 eg. 保洁公司开发的佳洁士旋转电动牙刷:一般售价50美元，目标定价5美元，比一般普通功能的高端牙刷稍贵，省去新产品推广会，允许消费者在超市使用，最后获取了巨大的成功，占整个市场的百分之40%。 2. 最好的策略不是寻求最低的价格，而是已差异化营销获取较高的定价。比如SONY,它的产品比其他同类产