定价策略培训教程中欧国际商学院营销策划(编辑修改稿)

定价策略培训教程中欧国际商学院营销策划(编辑修改稿)内容摘要：

ustomer surplus: Charge customers according to how much they value the product. – Need to know the price a customer is actually willing to pay – Need to separate customers according to their willingness to pay more/less – Need to keep your highpaying customers customers happy 30 Fences • Buyer identification • Purchase location • Purchase timing • Purchase quantity • Product bundle • Tieins • Product design 31 Price Communication • 1. Percentages or numbers? • 2. Don‟t talk price, talk value • 3. Price cues • 4. Price endings • 5. Sale anyone? 32 Price Framing • The power of three • Start from the top • Reference prices • Prospect Theory 33 Body of Knowledge • Focusing on losing fewer customers is the quickest road to greater profits • The less you talk price, the higher the price you will get • Finance is wrong when they tell us people do not like risk • More information sells more product • The center is better 34 Body of Knowledge • If you want to tempt customers, distract them first • If you can not distract them, make them sad • Send men to women and send women to men • Beautiful women reduce men‟s ability to (dis)count • Getting little favors gets you to getting big favors 35 Blockbuster Video • 1. As Mike tries to survive, peting with Blockbuster, what is the right pricing strategy for Mike? • 2. What is the price Mike should ask Mr. Atkins for his store? Identify and calculate different possible prices 36 Channel Pricing and SubOptimization • Suboptimization: A system consist of subsystems. When subsystems optimize performance, system performance is not optimized. Suboptimization is the core issue of channel performance and channel management 37 SubOptimal Pricing Crocodil e T Sh irts Manufact uri ng Cost 40 RMB Gross Pr of it 360 RMB Manufact ure r‟ s Sell ing Pric e 400 RMB Dist ri butor ‟s Dire ct Cost 10 RMB Dist ri butor ‟s Gross Pr of it 100 RMB Dist ri butor ‟s Sell ing Pric e 510 RMB Retai le r‟ s Dire ct Cost 10 RMB Retai le r‟ s Gross Profit 8 0 RMB Retai le r‟ s Sel li ng Pri ce 600 RMB 38 Question • Demand for Crocodile shirts is very price elastic. Prior experience shows that a 20% off sale can increase sales by 50%。 a 30% off sale can increase sales by 100%. Should the distributor offer a 100 RMB price discount to retailers in exchange for 50% more shirts ordered? • Suppose Crocodile produced too many shirts for winter, and now summer is ing. Crocodile lowers its price to the distributors by 200 RMB. What will the distributors do with the price they charge the retailers? • Suppose Crocodile lowers the price to retailers directly by 200 RMB in order to get rid of its inventory. Should the retailer lower the price by 200 RMB if doing so will double the sales of the shirt? 39 What is your advice for Blockbuster? • “The whole business was operating wrong… There weren‟t enough tapes in the stores…Year after year the studios kept raising the price of tapes to panies like Blockbuster. When the price of tapes got up to about $65 each, we realized we couldn‟t afford to buy enough tapes to sufficiently stock the shelves.” Sumner Redstone, Chairman of Blockbuster 40 Pricing Policies • “Pricing policies specify the circumstances under which, and the amounts by which, the pany will discount its prices in exchange for specific behaviors by customers and the sales force.” • “Without a pricing policy you lose control over pricing.” • “The goal of a pricing policy is to influence customer behavior。 encourage loyalty and cost reducing behaviors.” 41 Price Waterfall List Price.....Invoice Price..................Actual Price RMB 600 RMB 578 RMB 447 Order size dis。