【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&RespondingtoPriceChangesTypesofCostsTotalCostsSumofth

eFixedandVariableCostsforaGivenLevelofProductionFixedCosts(Overhead)Coststhatdon’tvarywithsalesorproduction

levels.ExecutiveSalariesRentVariableCostsCoststhatdovarydirectlywiththelevelofproduction.RawmaterialsPricingMethodsMarkupPricingTargetReturnP

ricingPerceivedValuePricingValuePricingGoing-RatePricingSealed-BidPricingSomeimportantpricingdefinitionsUtility:Theattributethatmakesitcapa

bleofwantsatisfactionValue:TheworthintermsofotherproductsPrice:Themonetarymediumofexchange.ValueExample:CaterpillarTractoris$100

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

inbenefits-$10,000discount!PsychologicalPricingMostAttractive?BetterValue?Psychologicalreasontopricethisway?A32oz.$2.19B26oz.

$1.99AssumeEqualQualityDiscriminatoryPricing