Principles of Marketing 13-1 Session 13 Pricing Strategies Text:Chapter 11,Appendix 2 制计价蜀易大孝 国际商学院市场营销学系
Principles of Marketing Pricing Strategies Pricing Strategies 13 － 1 13 － 1 Session 13 Text: Chapter 11, Appendix 2
13-2 Outline I.New Product Pricing Strategies II.Product Mix Pricing Strategies III.Adjustment Strategies IV.Initiating Reactions to Price Changes 国际商学院市场营销学系
Outline I. New Product Pricing Strategies I. New Product Pricing Strategies II. Product Mix Pricing Strategies II. Product Mix Pricing Strategies III. Adjustment Strategies III. Adjustment Strategies IV. Initiating & Reactions IV. Initiating & Reactions to Price Price Changes Changes 13－2 13－2
I.New Product Pricing Strategies 13-3 1.Market Skimming Pricing Setting a high price to maximize revenue from the target market segment. Results in Fewer,But More Profitable Sales. 制卧经价蜀易大学 国际商学院市场营销学系
13 － 3 13 － 3 1. Market Skimming Pricing Setting a high price to maximize revenue from the target market segment. Results in Fewer, But More Profitable Sales. I. New Product Pricing Strategies
I.New Product Pricing Strategies 13-4 2.Market Penetration Pricing Setting a low price to attract a large number of buyers and gain a dominant market share. Attract a Large Number of Buyers and Win a Larger Market Share. 制计价蜀易大孝 国际商学院市场营销学系
2.Market Penetration Pricing Setting a low price to attract a large number of buyers and gain a dominant market share. Attract a Large Number of Buyers and Win a Larger Market Share. I. New Product Pricing Strategies 13 － 4 13 － 4
13-5 ll.Product Mix Pricing Strategies >Product Line Pricing Setting Price Steps Between Product Line Items >Optional-Product Pricing Pricing Optional Products Sold With The Main Product >Captive-Product Pricing Pricing Products That Must Be Used With The Main Product >By-Product Pricing Pricing Low-Value By-Products To Get Rid of Them >Product-Bundle Pricing Pricing Bundles Of Products Sold Together 制卧价蜀易大学 国际商学院市场营销学系
13 － 5 13 － 5 II. Product Mix Pricing Strategies ¾Product Line Pricing Setting Price Steps Between Product Line Items ¾Optional-Product Pricing Pricing Optional Products Sold With The Main Product ¾Captive-Product Pricing Pricing Products That Must Be Used With The Main Product ¾By-Product Pricing Pricing Low-Value By-Products To Get Rid of Them ¾Product-Bundle Pricing Pricing Bundles Of Products Sold Together