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定價(jià)策略培訓(xùn)教程中歐國(guó)際商學(xué)院營(yíng)銷(xiāo)策劃-資料下載頁(yè)

2026-05-29 18:05本頁(yè)面

【導(dǎo)讀】customers–value–price–cost–product?

　　

【正文】 must go up by a bit over 50% in order to make up for the 10% decrease in price! 52 Marketing Math Exercise ? Your pany has – Fixed costs of $25,000,000 – Gross profit margin of 34% – Sales of $72,000,000 – Advertising expenditures of $12,000,000 ? Question: if the pany raises its prices by 10%, how much can sales go down (at most) in dollars and in units? ? Question: if the pany lowers prices by 20% how much should sales increase (at a minimum) in dollars and in units? 53 Price and Profit Creates operating profit improvement of % % % % price VC volume FC 1% improvement in “The job of marketing is to increase price.” 54 Creates operating profit improvement of % 26% % % 1% improvement in price at % Philips “The job of marketing is to increase price.” Price and Profit 55 Jahwah ? Offer tactical pricing suggestions to Jahwah ? The CEO of Jahwah plains that its prices are too low for shower cream and for other products. Why are Jahwah?s prices so low? What systemic suggestions do you have? 56 Price Response Estimation ? 1 expert judgment/Delphi method ? 2. customer surveys ? 3. experiments ? 4. historical market data 57 Expert Judgment/Delphi method ? Develop specific questions: “what is the highest, medium, lowest realistic price and what would be the sales levels at those prices?” ? Use as many as ten experts, preferably from different functions and different levels of hierarchy ? Share the results, discuss the differences in estimates, utilize the ?wisdom of crowds? ? Use outsider to run the process/interviews/meetings 58 Customer Surveys ? Ask: – “How much would you be willing to pay maximum for this product?” – “What would you expect to pay for this product?” – How likely is it you would buy at that price?” 59 Experiments – new or current products – inlaboratory, instore, test market – price levels, price metrics, discounts,… – advertisements, mockups, concepts 60 Historical Market Data ? What happened the last time oil prices doubles in less than a year? (demand for oil for cars hardly changed, uitilities switched to coal and natural gas, demand and prices for home insulation products went up sharply) ? What happened the last time house prices went up by more than 20% in one year? (demand increased, queues formed to buy apartments in new developments) ? What happened the last time we (or our petitors) raised/cut prices by more than 10%? (customers reacted by …., petitors reacted by…) 61 Managing Price Competition ? The pricing game is not just played between you and your petitors ? Winning the peace is more important than winning the war ? Market share is not a cause of profit 62 Compete on price? Only if… ? Low cost business model is your petitive strategy and advantage and/or ? You can limit yourself to taking only small bites and/or ? You can crosssubsidize and live to enjoy your conquests 63 Responding to a price challenge ? Threaten: municate your resolve and resources, in words and or deeds ? Invest in service/promotion/advertising/ added quality ? Indirect price retaliation in the petitor?s ?home? market ? Introduce a fighting brand ? Change the metric, the basis for pricing, the basis for petition ? Focus on favored segment ? Cut prices 64 Kodak Funtime ? What remendations do you have for Kodak to respond to the Fuji challenge ? What color scheme do you remend for the Funtime brand? Should the coloring remind customers that Funtime is made by Kodak? Or should the coloring perhaps be a type of Green? ? How could Kodaks?s super premium brand Ektar help defend Kodak against Fuji?s attack? ? Why does Kodak sell Funtime only in offpeak selling season? ? Suppose Kodak lowers the price of its Gold Plus brand of $ by 20% (to match Fuji?s price) how much will sales have to go up to pensate for the lower price (so total profit stays the same)?

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