Bài giảng Marketing - Chapter 13

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No reproduction or distribution without the prior written consent of McGraw-Hill Education.LO 13-3LO 13-2LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 13, YOU SHOULD BE ABLE TO:LO 13-1Identify the elements that make up a price.Recognize the objectives a firm has in setting prices and the constraints that restrict the range of prices a firm can charge.Explain what a demand curve is and the roles of revenues in pricing decisions.13-*LO 13-6LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 13, YOU SHOULD BE ABLE TO:LO 13-5Explain the role of costs in pricing decisions.Describe how various combinations of price, fixed cost, and unit variable cost affect a firm’s break-even point.Describe what price elasticity of demand means to a manager facing a pricing decision.LO 13-413-*MOTHER “WAS NOT THRILLED”:THE LAUNCH OF STUBHUB.COM!Plan for the Start-upHow StubHub’sPricing Works Now13-*NATURE AND IMPORTANCE OF PRICEWHAT IS A PRICE?LO 13-1PriceBarterPrice EquationCalculating a Final Price13-*FIGURE 13-1 The “price” a buyer pays can take different names depending on what is purchased13-*NATURE AND IMPORTANCE OF PRICELO 13-1Price and theGlobal MarketplacePrice Transparency13-*MARKETING MATTERSDollar Shave Club: Razor Blade CartridgesEvery Monthby MailLO 13-113-*NATURE AND IMPORTANCE OF PRICEPRICE AS AN INDICATOR OF VALUELO 13-1ValueValue-Pricing=$$13-*NATURE AND IMPORTANCE OF PRICEPRICE AS AN INDICATOR OF VALUELO 13-1Decoding Today’s Consumer Prices“77 & 7” BOGO (Buy One Get One) Deal13-*NATURE AND IMPORTANCE OF PRICEPRICE AS AN INDICATOR OF VALUELO 13-1Decoding Today’s Consumer PricesQ1: Which represents the biggestsavings in total dollars?a. A markdown from $85.27 to $70.66b. A markdown from $83.99 to $69.99c. A markdown from $80.00 to $70.00BOGO (Buy One, Get One Free)13-*NATURE AND IMPORTANCE OF PRICEPRICE AS AN INDICATOR OF VALUELO 13-1Decoding Today’s Consumer PricesQ2: Which represents the biggest percentage off a $2,000 item?a. 50% offb. 25% off, then another 25% off the reduced pricec. 20% off, then another 20% off the reduced price, then 20% off the twice-reduced priceBOGO (Buy One, Get One Free)13-*NATURE AND IMPORTANCE OF PRICEPRICE AS AN INDICATOR OF VALUELO 13-1Decoding Today’s Consumer PricesQ3: On a $40 pair of pants, whichoffer will yield the best discount?a. Buy one, get 50% off the secondb. $20 off all purchases of $50 or morec. A markdown of $10.00 on the pantsBOGO (Buy One, Get One Free)13-*MARKETING MATTERSAmerican Eagle “Buy One, Get One Free” Hoodies:A Good Deal?LO 13-113-*NATURE AND IMPORTANCE OF PRICEPRICE IN THE MARKETING MIXLO 13-1Profit EquationSix Steps in Setting Price13-*FIGURE 13-2 The six steps in setting price. The first three steps are covered in Chapter 13 and the last three steps in Chapter 14.13-*STEP 1: IDENTIFY PRICING OBJECTIVESAND CONSTRAINTSIDENTIFYING PRICING OBJECTIVESLO 13-2Pricing ObjectivesProfitManaging for Current ProfitManaging for Long-Run ProfitsTarget Return (ROI)13-*STEP 1: IDENTIFY PRICING OBJECTIVESAND CONSTRAINTSIDENTIFYING PRICING OBJECTIVESLO 13-2Pricing ObjectivesSales ($)SocialResponsibilityMarket Share($ or #)Unit Volume (#)Survival13-*STEP 1: IDENTIFY PRICING OBJECTIVESAND CONSTRAINTSIDENTIFYING PRICING CONSTRAINTSLO 13-2Pricing ConstraintsDemand for theProduct Class (Cars),Product Group (Sedan),and Brand (Toyota Camry) Newness of the Product:Stage in the ProductLife Cycle13-*STEP 1: IDENTIFY PRICING OBJECTIVESAND CONSTRAINTSIDENTIFYING PRICING CONSTRAINTSLO 13-2Pricing ConstraintsSingle Product vs.a Product LineCost of Producing andMarketing the Product13-*FIGURE 13-3 Who gets the $200 that you pay for your designer denim jeans?13-*STEP 1: IDENTIFY PRICING OBJECTIVESAND CONSTRAINTSIDENTIFYING PRICING CONSTRAINTSLO 13-2Pricing ConstraintsType of Competitive MarketCost of Changing Prices andthe Time Period They ApplyPure CompetitionMonopolistic CompetitionOligopolyPure Monopoly13-*FIGURE 13-4 Pricing, product, and advertising strategies available to firms in four types of competitive markets13-*MARKETING MATTERSWant to End Showrooming?Then Employ a Price-Matching Strategy!LO 13-2ShowroomingEDLP and Ad MatchingCompetitive Price Matching13-*STEP 1: IDENTIFY PRICING OBJECTIVESAND CONSTRAINTSIDENTIFYING PRICING CONSTRAINTSLO 13-2Pricing ConstraintsCompetitors’ Prices andConsumers Awareness of ThemConsumer-DrivenPricing ActionsSeller/Retailer-DrivenPricing ActionsLegal and Ethical Considerations13-*STEP 2: ESTIMATE DEMAND AND REVENUEESTIMATING DEMANDLO 13-3Demand CurveConsumer TastesPrice and Availabilityof Similar ProductsConsumer IncomeDemand Factors13-*STEP 2: ESTIMATE DEMAND AND REVENUEESTIMATING DEMANDLO 13-3Movement Along a Demand CurveMovement Along vs. Shift of a Demand CurveShift in the Demand Curve13-*FIGURE 13-5 Demand curves for Red Baron frozen cheese pizza showing the effect on annual sales by a change in price caused by (A) a movement along the demand curve and (B) a shift of the demand curve13-*FIGURE 13-5A Demand curves for Red Baron frozen cheese pizza showing the effect on annual sales by a change in price caused by a movement along the demand curve13-*FIGURE 13-5B Demand curves for Red Baron frozen cheese pizza showing the effect on annual sales by a change in price caused by a shift of the demand curve13-*STEP 2: ESTIMATE DEMAND AND REVENUEESTIMATING REVENUELO 13-3Total Revenue (TR)Average Revenue (AR)Marginal Revenue (MR)Demand and Total Revenue Curves13-*FIGURE 13-6 Fundamental revenue concepts13-*FIGURE 13-7 How Red Baron’s downward-sloping demand curve affects total, average, and marginal revenues13-*STEP 2: ESTIMATE DEMAND AND REVENUEPRICE ELASTICITY OF DEMANDLO 13-4Price Elasticity of DemandElastic DemandInelastic DemandHow Price ElasticityAffects Marketing andPublic Policy Decisions13-*STEP 3: DETERMINE COST, VOLUME, AND PROFIT RELATIONSHIPSTHE IMPORTANCE OF CONTROLLING COSTSLO 13-5Total Cost (TC)Fixed Cost (FC)Variable Cost (VC)Unit Variable Cost (UVC)Marginal Cost (MC)Marginal Analysis13-*FIGURE 13-8 Fundamental cost concepts13-*STEP 3: DETERMINE COST, VOLUME, AND PROFIT RELATIONSHIPSBREAK-EVEN ANALYSISLO 13-6Break-Even AnalysisBreak-Even Point (BEP)Break-Even Chart13-*FIGURE 13-9 Calculating a break-even point for the picture frame store shows its profit starts at 400 framed pictures per year13-*FIGURE 13-10 Break-even analysis chart for a picture frame store shows the break-even point at 400 pictures13-*FIGURE 13-10A Break-even analysis chart for a picture frame store shows the break-even point at 400 pictures without new machine13-*FIGURE 13-10B Break-even analysis chart for a picture frame store shows the break-even point at 500 pictures with new machine13-*STEP 3: DETERMINE COST, VOLUME, AND PROFIT RELATIONSHIPSBREAK-EVEN ANALYSIS, TECHNOLOGY AND JOBSLO 13-6Technology and Automation: Planning the Effect on Your CareerImpact of New Technology in the Picture Frame StoreProfit withoutNew MachineProfit withNew Machine13-*WASHBURN GUITARS: USING BREAK-EVEN POINTS TO MAKE PRICING DECISIONSVIDEO CASE 1313-*