Bài giảng Marketing - Chapter 14

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.LO 14-2LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 14, YOU SHOULD BE ABLE TO:LO 14-1Describe how to establish the “approximate price level” using demand-oriented, cost-oriented,profit-oriented, and competition-oriented approaches.Recognize the major factors considered in deriving a final list or quoted price from the approximate price level.14-*LO 14-4LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 14, YOU SHOULD BE ABLE TO:Identify the adjustments made to the approximate price level on the basis of discounts, allowances, and geography.Name the principal laws and regulations affecting specific pricing practices.LO 14-314-*VIZIO, INC.—WHERE VISION MEETSVALUE™ IN HDTV14-*FIGURE 14-1 The six steps in setting price. The first three steps were covered in Chapter 13 and the last three steps in Chapter 14.14-*FIGURE 14-2 Four approaches for selecting an approximate price level14-*STEP 4: SELECT AN APPROPRIATEPRICE LEVELDEMAND-ORIENTED PRICING APPROACHESLO 14-1Skimming PricingPenetration PricingPrestige PricingPrice LiningRolex Ad14-*MARKETING MATTERSEnergizer’s Lesson in Price Perception—ValueLO 14-114-*FIGURE 14-3 For prestige pricing, the demand curve for high-quality products is backwards sloping14-*FIGURE 14-4 For price lining, the demand curve is elastic at each price point but inelastic between price points14-*STEP 4: SELECT AN APPROPRIATEPRICE LEVELDEMAND-ORIENTED PRICING APPROACHESLO 14-1Odd-Even PricingTarget PricingBundle PricingYield MgmtPricing14-*STEP 4: SELECT AN APPROPRIATEPRICE LEVELCOST-ORIENTED PRICING APPROACHESLO 14-1Standard Markup PricingCost-Plus PricingExperience Curve PricingCost-PlusPercentage-of-CostPricingCost-PlusFixed-FeePricingCostSelling Price14-*FIGURE 14-A Markups for a manufacturer, wholesaler, and retailer on a home appliance sold to consumers for $10014-*STEP 4: SELECT AN APPROPRIATEPRICE LEVELPROFIT-ORIENTED PRICING APPROACHESLO 14-1Target ProfitPricingTarget Return-on-Sales PricingTarget Return-on-Investment Pricing14-*FIGURE 14-5 Results of a spreadsheet simulation to select a price that will achieve a target return on investment14-*STEP 4: SELECT AN APPROPRIATEPRICE LEVELCOMPETITION-ORIENTED PRICING APPROACHESLO 14-1Customary PricingAbove-, At-, or Below-Market PricingLoss-Leader Pricing14-*USING MARKETING DASHBOARDSAre Red Bull Prices Above, At, or Below the Market? LO 14-1Price Premium (%)14-*STEP 5: SET THE LIST OR QUOTED PRICECHOOSE A PRICE POLICYLO 14-2Fixed-Price PolicyDynamic Pricing PolicyClickstream14-*MAKING RESPONSIBLE DECISIONSDynamic Pricing—Is There Discriminationin Bargaining for a New Car?LO 14-214-*STEP 5: SET THE LIST OR QUOTED PRICECONSIDER THESE EFFECTS ON PRICINGLO 14-2Company EffectsCustomer EffectsProduct-Line PricingCompetitive EffectsPrice WarWhen to Consider Price Cutting14-*STEP 5: SET THE LIST OR QUOTED PRICEBALANCE INCREMENTAL COSTS AND REVENUESLO 14-2Marginal AnalysisHow Many Extra Units to Sellfor a $1,000 Advertisement?Should 3 More Salespeople be Hired?14-*FIGURE 14-6 Expected incremental revenue from pricing and other marketing actions must more than offset incremental costs to achieve incremental profit 14-*FIGURE 14-7 Three special adjustments to list or quoted price include discounts, allowances, and geographical adjustments14-*STEP 6: MAKE SPECIAL ADJUSTMENTSTO THE LIST OR QUOTED PRICEDISCOUNTSLO 14-3Quantity DiscountsSeasonal DiscountsNoncumulative Quantity DiscountsCumulative Quantity Discounts14-*STEP 6: MAKE SPECIAL ADJUSTMENTSTO THE LIST OR QUOTED PRICEDISCOUNTSLO 14-3Trade (Functional) DiscountsCash Discounts14-*FIGURE 14-8 The structure of trade discounts affects the manufacturer’s selling price and the margins made by resellers in the marketing channel14-*STEP 6: MAKE SPECIAL ADJUSTMENTSTO THE LIST OR QUOTED PRICEALLOWANCESLO 14-3Trade-In AllowancesPromotional AllowancesEveryday Low Pricing (EDLP)14-*MARKETING MATTERSEveryday Low Prices at the Supermarket =Everyday Low Profits—Creating Customer Value at a CostLO 14-314-*STEP 6: MAKE SPECIAL ADJUSTMENTSTO THE LIST OR QUOTED PRICEGEOGRAPHICAL ADJUSTMENTSLO 14-3FOB Origin Pricing14-*STEP 6: MAKE SPECIAL ADJUSTMENTSTO THE LIST OR QUOTED PRICEGEOGRAPHICAL ADJUSTMENTSLO 14-3Uniform Delivered PricingSingle-Zone PricingU.S. Postal Service Priority MailFlat Rate Prices from Denverto anywhere in the U.S.Envelope: $5.60Small Box: $5.80Medium Box: $12.35Large Box: $16.8514-*STEP 6: MAKE SPECIAL ADJUSTMENTSTO THE LIST OR QUOTED PRICEGEOGRAPHICAL ADJUSTMENTSLO 14-3Uniform Delivered PricingMultiple-Zone Pricing14-*STEP 6: MAKE SPECIAL ADJUSTMENTSTO THE LIST OR QUOTED PRICEGEOGRAPHICAL ADJUSTMENTSLO 14-3Uniform Delivered PricingFreight Absorption PricingFOB with Freight-Allowed Pricing14-*STEP 6: MAKE SPECIAL ADJUSTMENTSTO THE LIST OR QUOTED PRICEGEOGRAPHICAL ADJUSTMENTSLO 14-3Uniform Delivered PricingBasing-Point Pricing14-*FIGURE 14-9 Several pricing practices are affected by legal and regulatory restrictions, which benefit both consumers and firms14-*STEP 6: MAKE SPECIAL ADJUSTMENTSTO THE LIST OR QUOTED PRICELEGAL & REGULATORY ASPECTS OF PRICINGLO 14-4Price FixingHorizontal Price FixingVertical Price FixingRule of ReasonResale Price Maintenance14-*STEP 6: MAKE SPECIAL ADJUSTMENTSTO THE LIST OR QUOTED PRICELEGAL & REGULATORY ASPECTS OF PRICINGLO 14-4Price DiscriminationDeceptive PricingGeographical PricingPredatory Pricing14-*FIGURE 14-10 Five most common deceptive pricing practices14-*MARKETING INSITESo You Think You Know What “Free” Means?Think AgainLO 14-414-*CARMEX [B]: SETTING THE PRICE OFTHE NUMBER ONE LIP BALMVIDEO CASE 1414-*