定价策略(ppt21)营销策划(编辑修改稿)

定价策略(ppt21)营销策划(编辑修改稿)内容摘要：

• Market is segmentable • Lower priced segments are not able to resell • Competitors can not undersell segments charging higher prices • Pricing must be legal • Costs of segmentation can not exceed revenues earned • Segmented pricing must reflect real differences in customers’ perceived value • 市场必须是可细分的 • 售价较低的细分市场上的消费者没有机会将买到的产品转售出去 • 竞争者无法在售价较高的细分市场上以较低的价格进行销售 • 细分市场的成本不能超过差别定价带来的收益 • 细分市场定价必须反映不同消费者感知价值的真实差异 Conditions Necessary for Segmented Pricing Effectiveness 使细分市场定价策略有效的条件 12 11 • 价格是用来表明产品的一些性质的  价格 —质量关系  参考价格  五美分的差异也是很重要的  每一个数字都具有象征意义和视觉质量，可以影响消费者心理 • The price is used to say something about the product.  Pricequality relationship  Reference prices  Differences as small as five cents can be important  Numeric digits may have symbolic and visual qualities that psychologically influence the buyer Psychological心理定价 12 12 • 暂制定低于标准，甚至低于成本的价格 • 先赔策略  特殊事件定价  现金返还  低息分期付款、长期质量担保、免费维修业务 • 促销定价可能会带来负面影响。 Promotional 促销定价 • Temporarily pricing products below the list price or even below cost • Loss leaders  Specialevent pricing  Cash rebates  Lowinterest financing, longer warranties, free maintenance • Promotional pricing can have adverse effects 12 13 • Easily copied by petitors • Creates dealprone consumers • May erode brand’s value • Not a legitimate substitute for effective strategic planning • Frequent use leads to industry price。