《零售业概述》（英文版） Chapter 17 Pricing options

Chapter 17

Chapter 17

Objectives To Describe the Role of Pricing To EXamine the Impact of Internal and external forces on Pricing To Present A Retail Pricing Framework

• To Describe the Role of Pricing • To Examine the Impact of Internal and External Forces on Pricing • To Present A Retail Pricing Framework

Pricing Options Discount orientation At-The-Market Orientation Upscale orientation

• Discount Orientation • At-The-Market Orientation • Upscale Orientation

Factors Affecting Retail Price Strategy Government Manufacturers Current and Consumers (federal, state, wholesalers, and potential and local) other suppliers competition Total effect on Pricing Strategy

Total Effect on Pricing Strategy Government (federal, state, and local) Manufacturers, wholesalers,and other suppliers Consumers Current and potential competition

The Consumer Price Elasticity of Demand Elastic Inelastic Unitary Elasticity Price Sensitivity

• Price Elasticity of Demand – Elastic – Inelastic – Unitary Elasticity • Price Sensitivity

Price Sensitivity by Market Segment Economic consumers Status-Oriented Consumers Assortment-Oriented Consumers Personalizing Consumers Convenience-Oriented Consumers

• Economic Consumers • Status-Oriented Consumers • Assortment-Oriented Consumers • Personalizing Consumers • Convenience-Oriented Consumers

The Governement Federal State Local

• Federal • State • Local

Federal Regulations Horizontal Price Fixing Federal Trade Commission(FTC) Vertical Price Fixing Consumer Goods Pricing Act Price discrimination Robinson-Patman Act

• Horizontal Price Fixing – Federal Trade Commission (FTC) • Vertical Price Fixing – Consumer Goods Pricing Act • Price Discrimination – Robinson-Patman Act

Supplier vs Retailer Perspective Gray Market Goods Price guarantee

• Supplier vs. Retailer Perspective • Gray Market Goods • Price Guarantee

Robinson-Patman Exceptions Products Physically Different Non-Competitors Competition Not Injured Different Supplier Costs Market Conditions Change

• Products Physically Different • Non-Competitors • Competition Not Injured • Different Supplier Costs • Market Conditions Change