exam jan 2011 revision
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Exam Jan 2011 Revision. Dr. Vesselin Blagoev. Pricing policy. Dr. Vesselin Blagoev. Pricing methods. Cost based. Marketing. Pricing methods. Competition. Cost based methods. Cost-oriented pricing Markup. The Markup is a money amount - PowerPoint PPT PresentationTRANSCRIPT
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Exam Jan 2011Exam Jan 2011Revision Revision
Dr. Vesselin Blagoev
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Pricing policyPricing policy Dr. Vesselin Blagoev
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Pricing methodsPricing methods
Cost based
Competition
Marketing
Pricing methods
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Cost based Cost based methodsmethods
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Cost-oriented pricingCost-oriented pricing MarkupMarkup
The Markup is a money amount
(EUR, $, BGN), or percent,
added to the cost of products to get the selling price
Example: Cost 1 Euro + 0.50 Euro markup = 1.50 Euro
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Average-cost pricingAverage-cost pricing
Average-cost pricing means adding a reasonable markup to the average cost of a product
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BEP pricingBEP pricing
Break-even point represents the quantity where the firm’s total cost will just equal its total revenue
Total fixed costs
BEP (units) =
Fixed cost contribution
per unit
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BEP pricingBEP pricingT
otal
rev
enue
and
cos
t (U
SD
000)
Units of production (000)
100
75
50
25
Profit area
Loss area
Total cost curve
Total revenue curve
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BEP pricingBEP pricingLet us take an example:
Let the price of product A = 1.2 Euro
Let the total fixed cost is 30,000 Euro.
Let the variable cost is 0.80 Euro. Then the fixed cost of that product is (1.2 – 0.8) = 0.4 Euro per unit.
30,000 EuroBEP =
0.40 Euro= 75,000 units
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Competitors Competitors based based
methodsmethods
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Competitor-oriented pricingCompetitor-oriented pricing
Bid pricingBid pricing
Bid pricing means offering a specific price for each possible job rather than setting a price that applies to all customers, i.e. building contractors.
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Competitor-oriented pricingCompetitor-oriented pricing
Bid pricingBid pricing
Expected profit = Profit x Probability of winning
Profit = Bidding price - Costs
Based on past experience about the pricing (bidding) policy of the competitors
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Competitor-oriented pricingCompetitor-oriented pricing
Bid pricingBid pricing
Bid price200021002200230024002500
Profit0
100200300400500
Probability0.990.900.800.400.200.10
Expected0
901601208050
Which bid price do you recommend ?
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Competitor-oriented pricingCompetitor-oriented pricing
Bid pricingBid pricing
Bid price200021002200230024002500
Profit0
100200300400500
Probability0.990.900.800.400.200.10
Expected0
901601208050
The recommended bid price is EUR 2200 – based on the Expected Profit criterion
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Marketing Marketing methodsmethods
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Perception pricingPerception pricing
Weight Characteristics Products
% A B C
25 Durability 40 40 20
30 Reliability 33 33 33
30 Delivery terms 50 25 25
15 Quality of service 45 35 20
100% 41.65 32.65 24.9
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Conditions for charging Conditions for charging high priceshigh prices
Lack of competition Product provides high valueCustomers have high ability to payConsumer and bill payer are differentHigh pressure to buy
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Conditions for charging Conditions for charging low priceslow prices
Only feasible alternativeDominating competitorsMake money laterMake money elsewhereExperience effect (computers)Barrier to entryPredation – an attempt to put other
companies out of business
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Channels of Channels of distributiondistribution
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Direct MarketingDirect Marketing
Marketing through various advertising media that interact directly with the consumers, generally calling for the buyer to make a direct response
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Direct MarketingDirect MarketingDirect-mail and Catalogue
MarketingTelemarketing (by phone)TV marketinge-commerce (e-shopping)
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Direct-mail MarketingDirect-mail MarketingDirect-mail marketing involves single mailings that include letters, ads, samples, foldouts, and other sent to prospects on mailing lists. Mailing lists are developed from customer lists or obtained from mailing list companies, which provide names of people fitting different descriptions (heavy users, veterinarians, etc.)
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Direct SellingDirect SellingDirect-mail and Catalogue
Marketing with ORDER FORMTelemarketing (by phone)Television marketinge-commerce (e-shopping) i.e.
www.amazon.com, publibook.com
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Rack JobbersRack JobbersRack jobbers usually serve drug and grocery retailers, mostly in the nonfood sector. They send delivery trucks to stores and the delivery person sets up racks of newspapers and magazines, toys, sunglasses, hardware items, health and beauty aids, and other. They price the goods, keep them fresh, and bill the retailers for the sold items only.
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Cash-and-Carry Cash-and-Carry Cash-and-carry wholesalers are characterized by:
They have a limited line of fast-moving goods
Sell to small retailers for cashNormally they do not deliver
Example: A small fish store buys several crates of fish from a cash-end-carry wholesaler and pays at the spot.
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Drop ShippersDrop ShippersDrop shippers operate in bulk industries such
as coal, lumber, and heavy equipment. They do not carry inventory or handle the
productOnce an order is received, they find a
producer who ships the goods directly to the customer
The drop shippers take the title and the risk from the time the order is accepted to the time the goods are delivered to the customer
Their costs are lower
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Truck JobbersTruck JobbersTruck Jobbers (Truck Wholesalers):
Perform selling and delivery functionsThey carry a limited line of products (milk, bread, wines, snack foods)
They sell for cash as they make their rounds to small retailers, supermarkets, restaurants, hospitals, factory cafe, hotels
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Marketing Marketing communicationscommunications
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Push and Pull StrategiesPush and Pull Strategies
Manufacturer
Wholesaler
Retailer
Consumer Consumer
Retailer
Wholesaler
Manufacturer
Pull Strategy Push Strategy
Pur
e F
orm
Pus
h
Mix
ed F
orm
Pus
h
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Advertising channelsAdvertising channelsA/ Printed D/ Out of Home
–Newspaper - Billboards –Magazine
B/ Electronic E/ Internet/websites–Radio - Banners–Television
C/ Direct Mail F/ Brochures
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Personal sellingPersonal sellingThe work done by salesperson at different
positions: Deliver the product, such as bread, milk Inside order taker – department store
salesperson standing behind the counter Outside order taker – in the packing room Building goodwill or educating customers –
calling doctors on behalf of a pharmaceutical company
Technical knowledge – consulting the client Creative sale of tangible products – houses,
encyclopedia, or intangibles – insurance, or education
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Major Steps in Effective Major Steps in Effective Personal SellingPersonal Selling
Prospecting and qualifying
Presentation anddemonstration
Handlingobjections
Pre-approach
Closing
Approach
Follow-up
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Market Market segmentationsegmentation
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Consumer segmentationConsumer segmentation
Profile Behavioral Psychographic
Demographic
Geographic
Socio-economic Purchaseoccasion
Perceptionsand
beliefs
Usage
Benefitssought
Purchasebehavior Lifestyle
Personality