【文档说明】aad_市场营销学双语课件9（PPT 12）--Setting Pricing Policy.pptx，共(6)页，435.039 KB，由精品优选上传

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ObjectivesSettingthePriceAdaptingthePriceInitiating&RespondingtoPriceChangesTypesofCostsTotalCostsSumoftheFixedandVariableCostsfora

GivenLevelofProductionFixedCosts(Overhead)Coststhatdon’tvarywithsalesorproductionlevels.ExecutiveSalar

iesRentVariableCostsCoststhatdovarydirectlywiththelevelofproduction.RawmaterialsPricingMethodsMarkupPricingTargetReturnPricing

PerceivedValuePricingValuePricingGoing-RatePricingSealed-BidPricingSomeimportantpricingdefinitionsUtility:Theatt

ributethatmakesitcapableofwantsatisfactionValue:TheworthintermsofotherproductsPrice:Themonetarymediumofexchange.ValueExample:CaterpillarTractoris$

100,000vs.Market$90,000$90,000ifequal7,000extradurable6,000reliability5,000service2,000warranty$110,000inbenefits-$

10,000discount!PsychologicalPricingMostAttractive?BetterValue?Psychologicalreasontopricethisway?A32oz.$2.19B26oz.$1.99AssumeEqualQualityDiscrim

inatoryPricing