Chapter 8 Pricing（课件）- 《市场营销基础（双语版）》同步教学（对外经贸大学·2016）

Chapter Eight Pricing Learning Objectives When you finish this chapter you should: 1. Discuss the importance of understanding customer value perceptions when setting prices. 2. Identify and define the other important external and internal factors affecting a firm’s pricing decisions. 3. Describe the major strategies for pricing imitative and new products. 4. Discuss how companies adjust their prices to take into account different types of customers and situations. Chapter Outline Price Factors to Consider When Setting Prices: Customer perceptions of value, Product costs, Internal-external considerations. Pricing strategies: New product pricing strategies, Product mix pricing strategies, Price-adjustment strategies, Price changes. Public policy and pricing Price Price is the amount of money charged for a product or service, or the sum of all the values that customers give up in order to gain the benefits of having or using a product or service. Factors to Consider When Setting Prices: Customer perceptions of value: Considerations in Setting Price Customer perceptions of value Other internal and external considerations Product costs Price ceiling No demand above this price Marketing strategy, objectives, and mix Nature of the market and demand Competitors’ strategies and prices Price floor No profits below this price Value-based pricing Cost-based pricing Good-value pricing Value-added pricing Cost-plus Pricing Break-even analysis and target profit pricing Fixed costs Variable costs Total costs Costs at Different Levels of Production Costs as a Function of Production Experience Pricing strategies New product pricing strategies: Market-skimming Pricing Market-penetration Pricing Product Mix Pricing Strategies: Strategy Description Product line pricing Optional-product pricing Captive-product pricing By-product pricing Product bundle pricing Setting prices across an entire product line Pricing optional or accessory products sold with the main produ