科特勒《營銷管理》14版PPT-14章

1、14制定價格戰(zhàn)略和方案制定價格戰(zhàn)略和方案1 1Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-2本章重點問題本章重點問題消費者是如何處理和評價價格的？一家公司如何為產(chǎn)品或服務設定最初價格？一家公司如何面對環(huán)境和機會的變化而調(diào)整價格？一家企業(yè)在什么時候應該發(fā)動價格變化？一家公司應該如何對競爭者的價格變化作出反應？Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-3價格的同義詞價格的同義詞租金學費小費票價比率費通行費保

2、險費酬金特別捐稅賄賂金手續(xù)費月薪傭金周薪稅金Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-4網(wǎng)絡改變了定價環(huán)境網(wǎng)絡改變了定價環(huán)境根據(jù)現(xiàn)有信息根據(jù)現(xiàn)有信息Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-5常見定價誤區(qū)常見定價誤區(qū)在生產(chǎn)成本及傳統(tǒng)工業(yè)利潤的基礎上進行定價不能基于市場變化修正產(chǎn)品或服務的價格不同于其他營銷組合，獨立進行定價不能基于產(chǎn)品或服務種類、細分市場、分銷渠道及購買環(huán)境改變產(chǎn)品或服務的價格Copy

3、right 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-6消費者心理和定價消費者心理和定價參照價格價格質(zhì)量推斷價格尾數(shù)價格暗示Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-7表表14.1 消費者可能參照的價格消費者可能參照的價格“公平價格”典型價格最后一次支付的價格上限價格下限價格競爭者的價格預期的未來價格通常的折扣價格Copyright 2011 Pearson Education, Inc. Publishing as P

4、rentice Hall 14-8分層次定價策略分層次定價策略Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-9價格制定的步驟價格制定的步驟選擇定價目標確定需求估計成本分析競爭者的價格組合選擇定價方法制定最終價格Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-10第一步第一步: 選擇定價目標選擇定價目標生存當前利潤最大化市場份額最大化市場撇脂最大化產(chǎn)品質(zhì)量領導地位Copyright 2011 Pearson Ed

5、ucation, Inc. Publishing as Prentice Hall 14-11第二步第二步: 確定需求確定需求價格敏感性估計需求曲線需求價格彈性Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-12圖圖14.1 無彈性需求和彈性需求無彈性需求和彈性需求Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-13表表14.3 導致較低價格敏感度的因素導致較低價格敏感度的因素該產(chǎn)品與眾不同；購買者不知道有其他替

6、代品；購買者不能輕易地比較替代品的質(zhì)量；購買該產(chǎn)品的支出只占購買者收入中的很小比例；相比于總支出，購買該產(chǎn)品的支出很少；一部分支出由另一方承擔；該產(chǎn)品是和以前購買的產(chǎn)品結(jié)合使用的；該產(chǎn)品被認為具有更高的品質(zhì)、聲譽和獨特性；購買者不能儲藏該產(chǎn)品。Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-14第三步第三步: 估計成本估計成本成本的類型累計產(chǎn)量作業(yè)成本會計法目標成本Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-

7、15圖圖14.2 不同市場水平下的單位成本不同市場水平下的單位成本Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-16成本的種類和產(chǎn)量水平成本的種類和產(chǎn)量水平固定成本可變成本總成本平均成本不同產(chǎn)量水平下的成本Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-17圖圖14.3 作為累計產(chǎn)量函數(shù)的單位成本作為累計產(chǎn)量函數(shù)的單位成本Copyright 2011 Pearson Education, Inc. Publis

8、hing as Prentice Hall 14-18目標成本目標成本Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-19第四步第四步:分析競爭者的成本分析競爭者的成本Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-20圖圖14.4 價格制定的價格制定的3C模型模型Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-21第五步

9、第五步:選擇一種定價方法選擇一種定價方法成本加成定價法目標收益定價法感知價值定價法價值定價法隨行就市定價法拍賣定價法Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-22圖圖14.5 盈虧平衡圖：確定目標收益價盈虧平衡圖：確定目標收益價格和盈虧平衡銷量格和盈虧平衡銷量Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-23一元店定價策略一元店定價策略Copyright 2011 Pearson Education, I

10、nc. Publishing as Prentice Hall 14-24拍賣定價法拍賣定價法英式拍賣（遞增出價）荷蘭式拍賣（遞減出價）密封拍賣Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-25第六步第六步:制定最終價格制定最終價格其他營銷活動的影響公司定價政策收益風險分擔定價價格對其他各方的影響Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-26地理定價地理定價對不同地區(qū)和國家的顧客定價Copyright 2

11、011 Pearson Education, Inc. Publishing as Prentice Hall 14-27價格折扣和補貼價格折扣和補貼折扣數(shù)量折扣功能折扣季節(jié)折扣補貼Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-28促銷定價方法促銷定價方法虧本出售定價法特殊事件定價法現(xiàn)金折扣低息貸款較長的付款期限擔保和服務合同心理折扣Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-29差別定價差別定價顧客細分定

12、價產(chǎn)品式樣定價形象定價渠道定價位置定價時間定價收益定價Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-30降價策略的幾種陷阱降價策略的幾種陷阱低質(zhì)量陷阱脆弱的市場份額陷阱淺口袋陷阱價格戰(zhàn)陷阱Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-31應該提價嗎？應該提價嗎？Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-32幾種提價方法幾種提價方法延遲報價自動調(diào)整條款分開計價減少折扣Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 14-33品牌領先者如何應對競爭者的降價行為品牌領先者如何應對競爭者的降價行為維持現(xiàn)價維持現(xiàn)價，增加產(chǎn)