对外经济贸易大学：《营销学原理》课程教学资源（授课教案，2007）Session 11 Pricing Strategies

Principles of Marketing 11-1 Session 11 Pricing Strategies Text:Chapter 11,Appendix 2 雒對酒价置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 11－1 Principles of Marketing Pricing Strategies Session 11 Text: Chapter 11, Appendix 2

Outline 11-2 I.New Product Pricing Strategies II.Product Mix Pricing Strategies III.Adjustment Strategies IV.Initiating Reactions to Price Changes 對补至（竹置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 11－2 Outline I. New Product Pricing Strategies II. Product Mix Pricing Strategies III. Adjustment Strategies IV. Initiating & Reactions to Price Changes

11-3 1.New Product Pricing Strategies 雒對酒价置昌大专 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 11－3 I. New Product Pricing Strategies

I.New Product Pricing Strategies 11-4 1.Market Skimming Pricing Setting a high price to maximize revenue from the target market segment. Results in Fewer,But More Profitable Sales. 對酒（价置多大号 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 11－4 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 11-5 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. 對补至（竹置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 11－5 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

11-6 ll.Product Mix Pricing Strategies 雒對酒价置昌大专 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 11－6 II. Product Mix Pricing Strategies

ll.Product Mix Pricing Strategies 11-7 >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 Pngu4eEP9 ducts Sold Togethe啕际商学院市场营销学系

国际商学院 市场营销学系 11－7 II. 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

11-8 lll.Adjustment Strategies 雒對好酒价置昌大兰 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 11－8 III. Adjustment Strategies

lll.Adjustment Strategies Price Adjustment Strategies Discount Segmented Psychological Cash Customer Quantity Product Form Seasonal Location Functional Time Allowances :對至（竹宜多大兰 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 11－9 Price Adjustment Strategies Discount Segmented Psychological Cash Quantity Seasonal Functional Allowances Customer Product Form Location Time III. Adjustment Strategies

Promotional Pricing Tactics 11-10 ●Loss-leader pricing Special-event pricing ●Cash rebates Low-interest financing SALE ●Longer payment terms ●Varranties and service contracts Psychological discounting 對计至（竹置多大学 国际商学院市场营销学系 University of Interational Business and Economics

国际商学院 市场营销学系 11－10 Promotional Pricing Tactics  Loss-leader pricing  Special-event pricing  Cash rebates  Low-interest financing  Longer payment terms  Warranties and service contracts  Psychological discounting