第七講定價(jià)決策

1、定價(jià)決策主要內(nèi)容：制定基本價(jià)格修訂價(jià)格發(fā)動(dòng)和應(yīng)付價(jià)格變更1制定基本價(jià)格定價(jià)時(shí)需要考慮的主要因素：消費(fèi)者對(duì)公司產(chǎn)品的感知價(jià)值需求同價(jià)格的關(guān)系成本競(jìng)爭(zhēng)公司的定價(jià)目標(biāo)2制定基本價(jià)格消費(fèi)者對(duì)產(chǎn)品的感知價(jià)值：消費(fèi)者對(duì)產(chǎn)品的感知價(jià)值取決于產(chǎn)品能提供的利益，不同消費(fèi)者對(duì)同一產(chǎn)品的感知價(jià)值可能不同。消費(fèi)者對(duì)公司產(chǎn)品的感知價(jià)值決定了可接受價(jià)格的上限。3制定基本價(jià)格需求與價(jià)格的關(guān)系：需求價(jià)格曲線價(jià)格P需求Q4影響價(jià)格敏感程度的因素產(chǎn)品的獨(dú)特性與替代品消費(fèi)者的總支出占收入的比例產(chǎn)品支出占終端產(chǎn)品的比例制定基本價(jià)格5制定基本價(jià)格需求的價(jià)格彈性價(jià)格彈性：Ed=(QQ) (PP)其中： Ed需求價(jià)格彈性Q需求量的變化量Q

2、需求量P價(jià)格P價(jià)格的變化量6制定基本價(jià)格價(jià)格彈性的變化價(jià)格實(shí)際位置時(shí)間因素短期價(jià)格彈性長期價(jià)格彈性7制定基本價(jià)格成本因素規(guī)模與成本的關(guān)系學(xué)習(xí)曲線可變成本和固定成本8成本產(chǎn)量不同投資規(guī)模成本固定投資規(guī)模成本規(guī)模經(jīng)濟(jì)曲線9成本累計(jì)產(chǎn)量成本學(xué)習(xí)曲線ABC10制定基本價(jià)格 競(jìng)爭(zhēng)：競(jìng)爭(zhēng)者的質(zhì)量、價(jià)格及成本公司定價(jià)對(duì)競(jìng)爭(zhēng)者的影響及競(jìng)爭(zhēng)者的反應(yīng)11制定基本價(jià)格 定價(jià)目標(biāo)：生存目標(biāo)當(dāng)期利潤最大化當(dāng)期銷售收入最大化市場(chǎng)份額領(lǐng)先質(zhì)量領(lǐng)先目標(biāo)12制定基本價(jià)格選擇定價(jià)方法加成定價(jià)目標(biāo)收益定價(jià)感知價(jià)值定價(jià)通行定價(jià)投標(biāo)13制定基本價(jià)格加成定價(jià)： 某產(chǎn)品變動(dòng)成本為100元，固定成本為3,000,000元，預(yù)計(jì)銷售量為 50

3、,000單位成本變動(dòng)成本固定成本/銷售量=160（元）加成價(jià)格單位成本/（1加成率）如果加成率為20%，售價(jià)200（元）14制定基本價(jià)格加成定價(jià)特點(diǎn)：可以簡(jiǎn)化定價(jià)任務(wù)讓人們感到對(duì)買方和賣方都比較公平如果行業(yè)內(nèi)公司都采用加成定價(jià)，有助于降低價(jià)格競(jìng)爭(zhēng)要求能確定所定價(jià)格下的預(yù)期銷售量15銷售收入總成本目標(biāo)利潤銷售量保本點(diǎn)目標(biāo)收益定價(jià)：16制定基本價(jià)格感知價(jià)值定價(jià)：感知價(jià)值定價(jià)法認(rèn)為定價(jià)的關(guān)鍵不是成本，而是消費(fèi)者心目中建立起來的感知價(jià)值。17制定基本價(jià)格卡特皮勒公司推土機(jī)的感知價(jià)值定價(jià)：90,000美元推土機(jī)的價(jià)格 7,000美元產(chǎn)品優(yōu)越的耐用性的溢價(jià) 6,000美元產(chǎn)品優(yōu)越的可靠性的溢價(jià) 5,000

4、美元優(yōu)越的服務(wù)的溢價(jià) 2,000美元零部件擔(dān)保期長的溢價(jià)10,000美元給顧客的折扣 100,000美元公司最終價(jià)格18制定基本價(jià)格通行定價(jià)：行業(yè)不同企業(yè)的價(jià)格相同或相似。領(lǐng)導(dǎo)者通常是價(jià)格的制定者。19制定基本價(jià)格投標(biāo)價(jià)格公司利潤投標(biāo)中標(biāo)率預(yù)期利潤9500010000.8181010000060000.362160105000110000.09990110000160000.01160投標(biāo)定價(jià)：20修訂價(jià)格市場(chǎng)撇脂定價(jià)先定一個(gè)高價(jià)格，使有足夠容量的一個(gè)細(xì)分市場(chǎng)采用它的新產(chǎn)品，當(dāng)銷售下降時(shí)，公司再降價(jià)來吸引下一個(gè)對(duì)價(jià)格較為敏感的消費(fèi)者層。市場(chǎng)撇脂的條件是:有足夠數(shù)量的消費(fèi)者有當(dāng)期需求高價(jià)不會(huì)導(dǎo)致

5、消費(fèi)者持幣觀望21Consider a firm faced with the following pricing problem. Average economic costs (for production and marketing) are $55 at 20 units and $40 at 40 units. There are 40 consumers per period that are interested in its product. Half of them are fussy and want the product only at the beginning of

6、 each period even if they have to pay $50 per unit. The other half are price sensitive and would take the product at any time but will pay no more than $30 per unit. At what price should the firm sell its products?22修訂價(jià)格地理定價(jià)公司在不同的地區(qū)制定不同的價(jià)格，目的是提高產(chǎn)品在特定地區(qū)的競(jìng)爭(zhēng)力以及盈利能力。 23Consider two adjacent markets X an

7、d Y, of 20 consumers each, where all consumers have a reservation price of $50 for the product and incur a cost of more than $10 for purchasing the product in the adjacent market. A firm operating in market X (The firm gets the governments help in market X) is faced with free competitive entry in ma

8、rket Y and the following cost structure: the economic cost price for the product is $55 at 20 units and $40 at 40 units, with an added cost of $10 per unit to ship the product to the adjacent marker. What pricing strategy should the firm adopt?24修訂價(jià)格 折扣定價(jià)現(xiàn)金折扣數(shù)量折扣功能折扣季節(jié)折扣25修訂價(jià)格差別定價(jià)顧客產(chǎn)品式樣渠道時(shí)間26修訂價(jià)格 產(chǎn)品

9、組合定價(jià)產(chǎn)品線定價(jià)可選擇特色定價(jià)兩部分定價(jià) 附帶產(chǎn)品定價(jià)成組產(chǎn)品定價(jià)27Consider a firm faced with the following pricing problem. There is free entry and average economic costs are $50 at 20 units and $35 at 40 units. At any volume, it costs the firm an additional $10 per unit to product and market a superior version of the product. A

10、ssume that any fixed costs of marketing two products instead of one are negligible. Forty consumers per period are interested in its product. Half of them are price insensitive and want the superior version of the product even if they have to pay $50 per unit. The other half are price sensitive and

11、want the basic version of the product but will pay no more than $30 per unit. In what version and at what price should the firm sell the product? 28Consider a firm that produces a durable good whose economic cost price is $100 and life span is 3 years. During that time the product needs supplies tha

12、t have an economic cost price of $0.50 a month. All consumers are willing to pay at most $50 for the product and $2 per month for supplies. Assuming all buyers will keep on purchasing supplies regularly and the discount rate for the future earning is zero, what pricing strategy should the firm adopt

13、? 29 Assume a distributor of two films, “Romancing the Stone” and “Places in the Heart”, is faced by the following demand for these films from movie houses, Astro and Classic Theatres, that serve the same market.Maximum prices($, 000) paid by:For Classic Theatres Astro Romancing the Stone 12 18 Places in the Heart 25 20 What is the best pricing strategy for the distributor to adopt if we assume it cannot explicitly discriminate in price?30發(fā)動(dòng)和應(yīng)付價(jià)格變更 主動(dòng)降價(jià)原因：生產(chǎn)能力過剩提高市場(chǎng)份額降價(jià)的風(fēng)險(xiǎn)對(duì)產(chǎn)品質(zhì)量的形象帶來負(fù)面影響破壞顧客的品牌忠誠對(duì)手可能降價(jià)，而且具有對(duì)低價(jià)有更強(qiáng)的忍耐力。31