This document discusses factors that affect a firm's pricing decisions and strategies for pricing new products. It outlines internal factors like costs, objectives, and marketing mix strategy, and external factors like demand, competitors' prices, and economic conditions that must be considered. The major pricing strategies discussed are market skimming for new products, market penetration, and status quo pricing matching competitors. The document also covers price adjustment strategies like discounts and segmented pricing.
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This document discusses factors that affect a firm's pricing decisions and strategies for pricing new products. It outlines internal factors like costs, objectives, and marketing mix strategy, and external factors like demand, competitors' prices, and economic conditions that must be considered. The major pricing strategies discussed are market skimming for new products, market penetration, and status quo pricing matching competitors. The document also covers price adjustment strategies like discounts and segmented pricing.
This document discusses factors that affect a firm's pricing decisions and strategies for pricing new products. It outlines internal factors like costs, objectives, and marketing mix strategy, and external factors like demand, competitors' prices, and economic conditions that must be considered. The major pricing strategies discussed are market skimming for new products, market penetration, and status quo pricing matching competitors. The document also covers price adjustment strategies like discounts and segmented pricing.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online from Scribd
This document discusses factors that affect a firm's pricing decisions and strategies for pricing new products. It outlines internal factors like costs, objectives, and marketing mix strategy, and external factors like demand, competitors' prices, and economic conditions that must be considered. The major pricing strategies discussed are market skimming for new products, market penetration, and status quo pricing matching competitors. The document also covers price adjustment strategies like discounts and segmented pricing.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online from Scribd
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Price
The Marketing Mix
Objectives • Understand factors affecting a firm’s pricing decisions • Discuss the major strategies for pricing imitative and new products
2 Price • Definition –The amount of money charged for a product or service –The sum of the values that consumers exchange for the benefits of having or using the product or service • Pricing includes not only the list price, but also discounts, financing, and other options such as leasing • Pricing is important but difficult to decide 3 Factors to Consider When Setting Prices
product-positioning role in developing the marketing mix
6 Internal Factors – Nonprice position
7 Internal Factors • Cost
Total Cost = Fixed Cost ＋ Variable Cost
• Organizational Considerations
8 External Factors • The Market and Demand – Different types of markets I. Pure Competition II. Monopolistic Competition( 垄断竞争 ) III. Oligopolistic Competition( 寡头垄断 ) IV. Pure Monopoly( 完全垄断 ) – Consumer perceptions of Price and Value – The Price-Demand Relationship
9 External Factors • Competitors’ Costs, Prices, and Offers • Other External Factors – Economic Conditions – Resellers – Governments
10 Major Considerations in setting price Consumer Price Ceiling No Demand Perceptions above this price of Value
Competitors’ prices and Other
internal & external factors
Product Price Floor No profit
below Costs this price 11 Pricing Strategies • New-Product Pricing Strategies Market-Skimming Pricing( 市场撇脂定价 法) —Setting a high price for a new product to skim maximum revenues layer by layer from the segments willing to pay the high price
12 Market-Penetration Pricing( 市场渗透定价 ) —Setting a low price for a new product in order to attract a large number of buyers and a large market share
13 Status quo Pricing/Go-rating Pricing( 随 行就市定价 ) —Charging a price identical to or very close to the competition’s price
