10-1 marketing management pricing. 14-2 chapter questions how do consumers evaluate prices? how...
Post on 21-Dec-2015
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TRANSCRIPT
14-2
Chapter Questions
• How do consumers evaluate prices?
• How should a company set prices initially for products or services?
• How should a company adapt prices to meet varying circumstances and opportunities?
• When should a company change prices?
• How should a company respond to a competitor’s price challenge?
14-3
Whirlpool’s Duet combo is nearly four times the price of comparable models
14-4
Common Pricing Mistakes
• Determine costs and add traditional industry margins
• Failure to revise price to capitalize on market changes
• Setting price independently of the rest of the marketing mix
• Failure to vary price by product item, market segment, distribution channels, and purchase occasion
14-5
Consumer Psychology and Pricing
Reference Prices
Price-quality inferences
Price endings
Price cues
14-6
Examples of Price Cues
• “Left to right” pricing ($299 versus $300)
• Odd number discount perceptions
• Even number value perceptions
• Ending prices with 0 or 5
• “Sale” written next to price
14-7
When to Use Price Cues
• Customers purchase item infrequently
• Customers are new
• Product designs vary over time
• Prices vary seasonally
• Quality or sizes vary across stores
14-8
Step 1: Determine your Objective
• Survival• Maximum current
profit• Maximum market
share• Maximum market
skimming• Product-quality
leadership
14-10
Step 2: Determine Demand
Price Sensitivity
Estimating
Demand Curves
Price Elasticity
of Demand
14-12
Step 3: Estimate Costs
Types of Costs
Target Costing
Accumulated
ProductionActivity-Based
Cost Accounting
14-13
Cost Terms and Production
• Fixed costs
• Variable costs
• Total costs
• Average cost
• Cost at different levels of production
14-15
Step 4: Analyze Competition
Reality check!
What are your competitors charging?
Compare features or service.
Is your price reasonable and competitive?
14-16
Step 5: Select a Pricing Method
• Markup pricing
• Target-return pricing
• Perceived-value pricing
• Value pricing
• Going-rate pricing
• Auction-type pricing
14-18
Auction-Type Pricing?
English auctions
Dutch auctions
Sealed-bid auctions
14-19
Step 6: Select the Final Price
• Impact of other marketing activities
• Company pricing policies
• Gain-and-risk sharing pricing
• Impact of price on other parties
14-20
Price-Adaptation Strategies
Geographical Pricing
Discounts/Allowances
Differentiated Pricing
Promotional Pricing