Pricing(英文版)(ppt 20页)
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- 营销培训
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- 英文版
Pricing(英文版)内容提要：
Topics:
Determinants of Pricing Strategy
Cost Issues
Competition Issues
Customer Value and Pricing
The Pricing Plan using Marketing-orientated pricing.
Hansen (A) case
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Benefits
Cost-plus is easy and quick to evaluate. It is perceived by firms to be inexpensive.
It might be required or desired by customers.
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Going-rate Pricing:
With no product differentiation producers are forced to accept the going rate. In reality there is almost no situation in which no differentiation occurs.
Competitive bidding:
The supplier will price according to a specification drawn up by the purchaser. Usually the supplier will choose the lowest (most competitive) price tendered.
Statistical modelling has resulted in the following basis for calculating expected profits.
Expected profit = Profit X Probability of winning
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