Developing Pricing Strategies and Programs Marketing Management, 13 th ed 14.
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Transcript of Developing Pricing Strategies and Programs Marketing Management, 13 th ed 14.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 14-2
Chapter Questions
• How do consumers process and evaluate prices?
• How should a company set prices initially for products or services?
• How should a company adapt prices to meet varying circumstances and opportunities?
• When should a company initiate a price change?
• How should a company respond to a competitor’s price challenge?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 14-3
Gillette Commands a Price Premium
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 14-4
Synonyms for Price
• Rent• Tuition• Fee• Fare• Rate• Toll• Premium• Honorarium
• Special assessment• Bribe• Dues• Salary• Commission• Wage• Tax
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 14-5
Common Pricing Mistakes
• Determine costs and take traditional industry margins
• Failure to revise price to capitalize on market changes
• Setting price independently of the rest of the marketing mix
• Failure to vary price by product item, market segment, distribution channels, and purchase occasion
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 14-6
Consumer Psychology and Pricing
Reference Prices
Price-quality inferences
Price endings
Price cues
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Table 14.1 Possible Consumer Reference Prices
• “Fair price”• Typical price• Last price paid• Upper-bound price
• Lower-bound price• Competitor prices• Expected future
price• Usual discounted
price
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 14-8
Table 14.2 Consumer Perceptions vs. Reality for Cars
Overvalued Brands• Land Rover• Kia• Volkswagen• Volvo• Mercedes
Undervalued Brands• Mercury• Infiniti• Buick• Lincoln• Chrysler
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Tiffany’s Price-Quality Relationship
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Price Cues
• “Left to right” pricing ($299 vs. $300)
• Odd number discount perceptions
• Even number value perceptions
• Ending prices with 0 or 5
• “Sale” written next to price
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 14-11
When to Use Price Cues
• Customers purchase item infrequently
• Customers are new• Product designs vary
over time• Prices vary
seasonally• Quality or sizes vary
across stores
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Steps in Setting Price
Select the price objective
Determine demand
Estimate costs
Analyze competitor price mix
Select pricing method
Select final price
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Step 1: Selecting the Pricing Objective
• Survival• Maximum current
profit• Maximum market
share• Maximum market
skimming• Product-quality
leadership
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Step 2: Determining Demand
Price Sensitivity
Estimating
Demand Curves
Price Elasticity
of Demand
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Figure 14.2 Inelastic and Elastic Demand
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Table 14.3 Factors Leading to Less Price Sensitivity
• The product is more distinctive• Buyers are less aware of substitutes• Buyers cannot easily compare the quality of substitutes• The expenditure is a smaller part of buyer’s total income• The expenditure is small compared to the total cost of
the end product• Part of the cost is paid by another party• The product is used with previously purchased assets• The product is assumed to have high quality and
prestige• Buyers cannot store the product
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Step 3: Estimating Costs
Types of Costs
Target Costing
Accumulated
ProductionActivity-Based
Cost Accounting
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Cost Terms and Production
• Fixed costs• Variable costs• Total costs• Average cost• Cost at different
levels of production
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Figure 14.4 Cost per Unit as a Function of Accumulated Production
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 14-20
9 Lives Uses Target Costing
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Step 5: Selecting a Pricing Method
• Markup pricing• Target-return pricing• Perceived-value
pricing• Value pricing• Going-rate pricing• Auction-type pricing
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Figure 14.6 Break-Even Chart
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Auction-Type Pricing
English auctions
Dutch auctions
Sealed-bid auctions
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Step 6: Selecting the Final Price
• Impact of other marketing activities
• Company pricing policies
• Gain-and-risk sharing pricing
• Impact of price on other parties
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Price-Adaptation Strategies
Geographical Pricing
Discounts/Allowances
Differentiated Pricing
Promotional Pricing
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Price-Adaptation Strategies
Countertrade• Barter• Compensation deal• Buyback
arrangement• Offset
Discounts/ Allowances• Cash discount• Quantity discount• Functional discount• Seasonal discount• Allowance
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Promotional Pricing Tactics
• Loss-leader pricing• Special-event pricing• Cash rebates• Low-interest financing• Longer payment terms• Warranties and service
contracts• Psychological
discounting
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Differentiated Pricing
• Customer-segment pricing
• Product-form pricing• Image pricing• Channel pricing• Location pricing• Time pricing• Yield pricing
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Table 14.6 Profits Before and After a Price Increase
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Increasing Prices
Delayed quotation pricing
Escalator clauses
Unbundling
Reduction of discounts
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Brand Leader Responses to Competitive Price Cuts
• Maintain price
• Maintain price and add value
• Reduce price
• Increase price and improve quality
• Launch a low-price fighter line
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 14-32
Marketing Debate
Is the right price a fair price?
Take a position:1. Prices should reflect the value that consumers are willing to pay.
or
2. Prices should primarily just reflect the costinvolved in making a product.