复旦大学：《营销管理》PPT课件讲义_Fundamentals of Pricing

Fundamentals of Pricing CHAPTER 12 Product Distribution Promotion Price

Fundamentals of Pricing CHAPTER 12 Product Promotion Distribution Price

BASICS OF PRICING: Lecture Topics Meaning and Importance of price ° Economics of Pricing Pricing Based on Costs ricing Based on Competition Pricing Based on Customer Value

BASICS OF PRICING: Lecture Topics • Meaning and Importance of price • Economics of Pricing • Pricing Based on Costs • Pricing Based on Competition • Pricing Based on Customer Value

Price the amount of money, goods or services that must be given up to acquire ownership or use of a product

Price • the amount of money, goods or services that must be given up to acquire ownership or use of a product

Importance of Price: Customer's value Equation Perceived Value=Perceived Benefits-Perceived Costs monads

Importance of Price: Customer’s Value Equation Perceived Value = Perceived Benefits-Perceived Costs

Add value to the value Equation Offer Offer Extra Extra Help Convenience Offer Unique Highlight Products Your value

Add Value to the Value Equation Offer Extra Convenience Offer Extra Help Highlight Your Value Offer Unique Products

Importance of Price Price affects profits Profits a Total Revenue less Total Cost 兀=(P*Q)-(Qvc)(FC)

Importance of Price • Price affects profits: Profits = Total Revenue less Total Cost = (P*Q) - (Q*VC)-(FC)

Price-Quality Strategies Price Premium High Super Value Value Value Medium Overcharging Good-Value Value False Rip-Off Economy Economy

Price High Medium Low High Low Product Quality Med Premium Value Medium Value Economy Overcharging Rip-Off False Economy High Value Super Value Good-Value Price - Quality Strategies

consumer dena Demand curve:

• Demand Curve:

Influences on Shape of Demand Curve Market Structure . Monopoly .Oligopoly Monopolistic Competition Pure Competition:

Influences on Shape of Demand Curve Market Structure •Monopoly: •Oligopoly: •Monopolistic Competition: •Pure Competition:

Influences on Shape of Demand Curve Life Cvcle May see shifts of curve to the right due to ° promotion entry/exit of new competitors .change in taste A .change in technology 100 75 它50 25 10 30 Quantity

Influences on Shape of Demand Curve Life Cycle May see shifts of curve to the right due to: •promotion •entry/exit of new competitors •change in taste •change in technology A 0 25 50 75 100 0 10 20 30 Quantity Price