资源预览内容
第1页 / 共20页
第2页 / 共20页
第3页 / 共20页
第4页 / 共20页
第5页 / 共20页
第6页 / 共20页
第7页 / 共20页
第8页 / 共20页
第9页 / 共20页
第10页 / 共20页
亲,该文档总共20页,到这儿已超出免费预览范围,如果喜欢就下载吧!
资源描述
浑MARKETING:TheCore4/eA5IERPRICINGCPRCODUCTSANDSERVICESJccoeouoninOngleoigilgTeifGmJfgConpeinIAiniieremmedLEARNINGOBJECTIVES(LO)AFTERREADINGCHAPTER12,YOUSHOULDBEABLETO:999Describethenatureandimportanceofpricingandtheapproachesusedtoselectanapproximatepricelevel.Explainwhatademandcurveisandtheroleofrevenuesinpricingdecisions.Explaintheroleofcostsinpricingdecisionsanddescribehowvariouscombinationsofprice,fixedcost,andunitvariablecostaffectafirmsbreakevenpoint.zaLEARNINGOBJECTIVES(LO)AFTERREADINGCHAPTER12,YOUSHOULDBEABLETO:09Recognizetheobjectivesafirmhasinsettingpricesandtheconstraintsthatrestricttherangeofpricesafirmcancharge.Describethestspstakeninsettingafinalprice.E4NATUREANDIMPORTANCEOFPRICEWHATISAPRICE?:THEPRICEEQUATIONPriceBarterPriceEquationsFinalPrice=ListPriceS(Incentives+Allowances)+ExtraFees3IzsFIGURE12-1The“price“abuyerpayscantakedifferentnamesdependingonwhatispurchasedPRICEEQUATIONTEMINCENTVESANDPURCHASEDPRcE=LSTPRICE-ALLOWANCES十EXTRAFEESuzeNATUREANDIMPORTANCEOFPRICEPRICE:ASANINDICATOROFVALUE;INTHEMKTMIX一PerceivedBenefits一PriceValUeValue:录-,ProfitEquationProfit=TotalRevenueSTotalCosts=(UnitPricexQuantitySold)$(FixedCost+VariableCost)uFIGURE12-2FourapproachesforselectinganapproximatepricelevelTDemandorientedapproaches*Stnin“Peneunton“pesoe*Picening“Oddeven“Tcget“Bondle“YaldmansgemenTCostorlentedapprosches“SanderdmeocosrrisE*Proficonentedappresches“Tergetpolt“Teroerreun仁铁河ToretreunmonimestmentCompetiionorientedapproaches“cosomaboesaorHowmatiet*LosslesderIzeGENERALPRICINGAPPROACHESDEMAND-ORIENTEDPRICINGAPPROACHESPenetrationPricings了POdd-Even$5000Pricing$4gg99SkimmingPricingMARKETINGMATTERSEnergizersLessoninPricePerception一ValueLiesintheEyeoftheBeholderH
网站客服QQ:2055934822
金锄头文库版权所有
经营许可证:蜀ICP备13022795号 | 川公网安备 51140202000112号