销售--管理有利润的客户关系12(ppt 21页)（英文版）

销售--管理有利润的客户关系12内容提要:
Objectives
Learn the major strategies for pricing imitative and new products.
Understand how companies find a set of prices that maximizes the profits from the total product mix.
Objectives
Learn how companies adjust their prices to take into account different types of customers and situations.
Know the key issues related to initiating and responding to price changes.
Case Study
Price is #1 factor influencing choice of cellular companies
Prices in wireless industry dropped 25% in three years
Few companies were profitable
mLife ad campaign attempted to build the AT&T wireless brand so consumers would consider value rather than just price
Campaign met with strong initial success
Definitions
Market-Skimming Pricing
Setting a high price for a new product to skim maximum revenues layer by layer from segments willing to pay the high price.
Market-Penetration Pricing
Setting a low price for a new product in order to attract a large number of buyers and a large market share.
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