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Guide to Pricing Strategies
1.
CHAPTER 10 Pricing
Strategies Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
2.
Pricing Is
governed both by art and science. Requires balancing a multitude of complex forces. Influences every aspect of a small company. Is an important signal of a product’s or service’s value to customers. Involves both math and psychology. Copyright © 2011 Pearson Education, Inc. Ch. 10: Pricing Strategies Publishing as Prentice Hall 10 - 2
3.
Price Conveys Image
Price sends important signals to customers: Quality, prestige, uniqueness, and others. Common small business mistake: Charging prices that are too low and failing to recognize extra value, service, quality, and other benefits they offer. Study: Only 15 to 35% of customers consider price to be the chief criterion when making a purchase. Copyright © 2011 Pearson Education, Inc. Ch. 10: Pricing Strategies Publishing as Prentice Hall 10 - 3
4.
Competition and Pricing
Must take into account competitors’ prices, but it is not always necessary to match or beat them. Key is to differentiate a company’s products and services. Price wars often eradicate companies’ profits and scar an industry for years. Best strategy: Stay out of a price war! Copyright © 2011 Pearson Education, Inc. Ch. 10: Pricing Strategies Publishing as Prentice Hall 10 - 4
5.
Focus on Value
The “right” price for a product or service depends on the value it provides for a customer. Two aspects of price: Objective value Perceived value – determines the price customers are willing to pay. Value is not synonymous with low price. Copyright © 2011 Pearson Education, Inc. Ch. 10: Pricing Strategies Publishing as Prentice Hall 10 - 5
6.
Dealing with Rising
Costs Pass along rising costs Explain the reasons behind price increases Focus on improving efficiency Consider absorbing cost increases Modify the product or service to lower its cost Copyright © 2011 Pearson Education, Inc. Ch. 10: Pricing Strategies Publishing as Prentice Hall 10 - 6
7.
Dealing with Rising
Costs (continued) Diversify your product line Anticipate rising costs and try to lock in prices of raw materials early Emphasize the value of your company’s product or service to customers Copyright © 2011 Pearson Education, Inc. Ch. 10: Pricing Strategies Publishing as Prentice Hall 10 - 7
8.
What Determines Price?
Price Ceiling - What will the market bear? ? ? ? ? ? Final Price - What is the company's desired "image?" ? ? ? ? ? ? ? ? ? ? ? Price Floor - What are the company's costs? Acceptable Price Range ? FIGURE 10.1 Copyright © 2011 Pearson Education, Inc. Ch. 10: Pricing Strategies Publishing as Prentice Hall 10 - 8
9.
Customized or Dynamic
Pricing A pricing technique in which a company sets different prices on the same products and services for different customers using the information that it collects about its customers. Copyright © 2011 Pearson Education, Inc. Ch. 10: Pricing Strategies Publishing as Prentice Hall 10 - 9
10.
Introducing A New
Product Three Goals: 1. Getting the product accepted Revolutionary products Evolutionary products Me-too products 2. Maintaining market share as competition grows 3. Earning a profit Copyright © 2011 Pearson Education, Inc. Ch. 10: Pricing Strategies Publishing as Prentice Hall 10 - 10
11.
Introducing A New
Product 3 Basic Strategies: Market penetration Skimming Life Cycle Pricing Copyright © 2011 Pearson Education, Inc. Ch. 10: Pricing Strategies Publishing as Prentice Hall 10 - 11
12.
Pricing Techniques
Odd pricing Price lining Leader pricing Discounts (Markdowns) Bundling Copyright © 2011 Pearson Education, Inc. Ch. 10: Pricing Strategies Publishing as Prentice Hall 10 - 12
13.
Pricing Techniques (continued)
Optional-product pricing Captive product pricing Byproduct pricing Suggested retail prices Copyright © 2011 Pearson Education, Inc. Ch. 10: Pricing Strategies Publishing as Prentice Hall 10 - 13
14.
Pricing for Retailers:
Markup Dollar Markup = Retail Price - Cost of Merchandise Percentage (of Retail Price) Markup = Dollar Markup Retail Price Percentage (of Cost) Markup = Dollar Markup Cost of Unit Example: Dollar Markup = $25 - $14 = $11 Percentage (of Retail Price) Markup = $11 $25 = 40.0% Percentage (of Cost) Markup = $10 $14 = 78.6% Copyright © 2011 Pearson Education, Inc. Ch. 10: Pricing Strategies Publishing as Prentice Hall 10 - 14
15.
Follow the Leader
Pricing Match competitor prices. A “me too” pricing policy. Robs a company of the opportunity to create a distinctive image in its customers’ eyes. Copyright © 2011 Pearson Education, Inc. Ch. 10: Pricing Strategies Publishing as Prentice Hall 10 - 15
16.
Below-Market Pricing
Attract a sufficient level of volume to offset the lower profit margins. Trim operating costs by eliminating extra services such as: Delivery Installation Credit granting Sales assistance Risky! Copyright © 2011 Pearson Education, Inc. Ch. 10: Pricing Strategies Publishing as Prentice Hall 10 - 16
17.
Pricing for Manufacturers
Direct costing and pricing Absorption costing Variable or direct costing Breakeven Copyright © 2011 Pearson Education, Inc. Ch. 10: Pricing Strategies Publishing as Prentice Hall 10 - 17
18.
Pricing for Manufacturers:
Breakeven Selling Price Breakeven Selling Price Quantity Example: = Profit Variable cost { { x per unit produced Total fixed } } + + costs Quantity produced Breakeven Selling Price = $0 + { 6.98/unit x 50,000 unit}+ $110,000 50,000 units = $9.18 per unit Copyright © 2011 Pearson Education, Inc. Ch. 10: Pricing Strategies Publishing as Prentice Hall 10 - 18
19.
Pricing for Service
Firms: Price per Hour Price per Hour = Total cost per x 1 productive hour (1 - net profit target as a % of sales) Example: Ned’s TV Repair Shop Price per Hour = $18.59 per hour x 1 (1 - .18) = $22.68 per hour Copyright © 2011 Pearson Education, Inc. Ch. 10: Pricing Strategies Publishing as Prentice Hall 10 - 19
20.
Consumer Credit
Credit cards – typical consumer has 4 credit cards. Research: Customers who use credit cards make purchases that are 12% higher than if they had used cash. On a typical $100 credit card purchase, cost to business = $2.29 Copyright © 2011 Pearson Education, Inc. Ch. 10: Pricing Strategies Publishing as Prentice Hall 10 - 20
21.
Copyright © 2011
Pearson Education, Inc. Ch. 10: Pricing Strategies Publishing as Prentice Hall 10 - 21
22.
Consumer Credit
Credit cards – typical consumer has 4 credit cards. Research: Customers who use credit cards make purchases that are 12% higher than if they had used cash. On a typical $100 credit card purchase, cost to business = $2.29 Installment credit Trade credit Copyright © 2011 Pearson Education, Inc. Ch. 10: Pricing Strategies Publishing as Prentice Hall 10 - 22
23.
E-Commerce and Credit
Cards About 2 percent of online credit card transactions are fraudulent. Steps: Use an address verification system Require a CVV2 number Check customers IP addresses Monitor Web site activity with analytics Verify large orders Post notices on Web site that your company uses anti-fraud technology Copyright © 2011 Pearson Education, Inc. Ch. 10: Pricing Strategies Publishing as Prentice Hall 10 - 23
24.
Conclusion Pricing techniques
impact every aspect of a company including: Image Customers Cash flow Profits Copyright © 2011 Pearson Education, Inc. Ch. 10: Pricing Strategies Publishing as Prentice Hall 10 - 24
25.
All rights reserved.
No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2011 Pearson Education, Inc. Ch. 10: Pricing Strategies Publishing as Prentice Hall 10 - 25
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