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6 Pages

Mktg431StudyGuideLecture13

Course: MKTG 431, Spring 2012
School: S.F. State
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Word Count: 1106

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13: Lecture Price Theory Chapter 13 What is Price *The element of the marketing mix that determines how much money you make *Too low give money away *Too high drive customers away *Textbook: The money or other considerations (including other products and services) exchanged for the ownership or use of a product or service. *Barter: Exchanging goods and services for other goods and services rather than for money....

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13: Lecture Price Theory Chapter 13 What is Price *The element of the marketing mix that determines how much money you make *Too low give money away *Too high drive customers away *Textbook: The money or other considerations (including other products and services) exchanged for the ownership or use of a product or service. *Barter: Exchanging goods and services for other goods and services rather than for money. *A major factor in determining value *Value= f(Perceived benefit, Perceived cost) *Increase value by increasing benefits or decreasing cost *Most consumers do not fully consider the non-financial costs *Transaction costs *Opportunity costs *Price/value heuristic *As a rule of thumb, we expect the more expensive item to be better *Positioning *Relative pricing is a signal to the market place *Inverse demand curve for luxury products *A promotional tool *Reduced price to encourage sales *A moving target *List price is starting point *Reduced by incentives and allowances *Increased by extra fees *Price Equation *Final price = List price incentives + extra fees *So what should the price be? *Its not that simple *Depends on *Organizational objectives *Demand *Costs *A lot of other stuff Objectives and constraints *Objectives *Profit *Long-term *Short term *Target return *Publicly traded companies *Assuming profits enough to stay in business *Sales Study Guide for lecture 13 Price 1 9-30-11 page 1 *Market share *Unit volume *Survival *Social Responsibility *Constraints *Issues that affect the price you can charge *Demand *Higher demand=higher price *Stage in the product life cycle *Introductory *Growth *Maturity *Decline *Product issues *Single product vs product line *What is the effect on other products *Cost *Long run cover all costs *Short run cover variable costs *Ability to change prices *Market issues *Monopoly *No short-run constraints *Oligopoly *Market leader *Monopolistic competition *Market price set by large players *Pure competition *Commodity pricing *Channel issues *If you sell through a channel of distribution, the price has to support other businesses as well *Wholesalers, retailers *$10 movie ticket example *$1.90 theater *$3.00 distributor *$5.10 Studio *$2.00 Advertising *$0.80 Actors *$2.30 revenue *Competitor issues *What are competitors charging *How do you respond to a competitors price change *What is the response to your price decision likely to be *Expected price *We have a sense of what the right price is *Usually a range *Research can help verify it *People perceive prices relative to the expected price *Anchoring and adjustment Demand and revenue What is a Demand Curve *The quantity of a given product customers will buy at a given price if all things are the same *The law of demand *If price increases customers buy less *If price decreases customers buy more Normal demand curve 0100090000038d00000002001c00000000000400000003010800050000000b02000000000500 00000c02a6031706040000002e0118001c000000fb021000070000000000bc020000000001020 22253797374656d007608fcba0544973e0019e2b1768001b676b86bb40550973e00040000002d 010000040000002d01000004000000020101001c000000fb02a4ff000000000000900100000000 0440002243616c69627269000000000000000000000000000000000000000000000000000400 00002d010100040000002d010100040000002d010100050000000902000000020d000000320a 5700000001000400000000001406a3032000360005000000090200000002040000002d010000 040000002d010000030000000000 *Shift in demand *Customers will buy more (or less) at every price point *Demand factors *Consumer tastes *Availability of substitutes *Consumer income Price Elasticity *Elasticity *%change in quantity/% change in price *Easy to understand conceptually *Difficult to measure *When elasticity is high, price cuts can increase revenues *Stock up sale *When elasticity is low, price increases can increase revenue *People have few alternatives in the short run *Factors that influence elasticity *Availability of substitutes *Income effect *+ Normal goods and luxury goods *- Inferior goods *Cross-elasticity *Complementary products *Batteries *Substitute products Study Guide for lecture 13 Price 1 9-30-11 page 3 Types of Demand Curves *Normal *Inverse 0100090000038d00000002001c00000000000400000003010800050000000b02000000000500 00000c02a6031706040000002e0118001c000000fb021000070000000000bc020000000001020 22253797374656d007608fcba0544973e0019e2b1768001b676b86bb40550973e00040000002d 010000040000002d01000004000000020101001c000000fb02a4ff000000000000900100000000 0440002243616c69627269000000000000000000000000000000000000000000000000000400 00002d010100040000002d010100040000002d010100050000000902000000020d000000320a 5700000001000400000000001406a3032000360005000000090200000002040000002d010000 040000002d010000030000000000 *Prestige products *Kinked 0100090000038d00000002001c00000000000400000003010800050000000b02000000000500 00000c02a6031706040000002e0118001c000000fb021000070000000000bc020000000001020 22253797374656d007608fcba0544973e0019e2b1768001b676b86bb40550973e00040000002d 010000040000002d01000004000000020101001c000000fb02a4ff000000000000900100000000 0440002243616c69627269000000000000000000000000000000000000000000000000000400 00002d010100040000002d010100040000002d010100050000000902000000020d000000320a 5700000001000400000000001406a3032000360005000000090200000002040000002d010000 040000002d010000030000000000 *Oligopoly products *Point *You need to understand the shape of the demand curve for your situation *The expected demand changes as the price changes *Price strategies involve dynamic systems Revenue *Total revenue= Unit price X Quantity sold *Quantity sold comes from demand curve *Unit price is what we are trying to determine *Three revenue concepts *Total revenue *Average revenue *Total revenue/quantity sold *AKA per unit revenue *Marginal revenue *Total revenue/ quantity *The amount of revenue from the next unit sold *Very important *When marginal revenue is positive and price decreases *Unit sales increase *Average revenue decreases *Total revenue increases *When marginal revenue is negative and price decreases *Unit sales increase *Average revenue decreases *Total revenue decreases Costs Cost Structure *Variable cost *The costs of production (raw and processed materials, parts, and labor) that are tied to, and vary depending on, the number of units produced. *Per-unit variable costs remain constant *Pretty much *Total variable costs increase with each unit sold *Fixed cost *Costs of production that do not change with the number of units produced *E.g., rent, salaries, advertising *Per-unit fixed costs decrease as sales increase *Total fixed costs stay the same *Pretty much *Total cost *The sum of fixed and variable cost *Decreases with increased production as fixed costs are spread out *Point *In the long-run, you have to exceed your total average cost in order to be profitable *In the short-run, you have to exceed variable costs to maintain your cash flow *If you cant meet variable costs in the short-run, there is no long-run Breakeven Analysis *Looks at revenue and costs together *The quantity you need to sell in order to break even *The litmus test for pricing decisions *The basis for best case-worst case scenarios *Is the proposed offering profitable? *Breakeven point *The point at which total revenue and total costs are equal *Anything over the breakeven point is profitable *Anything under the breakeven point is a loss Study Guide for lecture 13 Price 1 9-30-11 page 5 *Contribution per unit *The difference between unit price and variable costs Example: Coffee in Class *Marginal analysis *Marginal cost the increase in total cost associated with producing one more unit *Marginal revenue the increase in total revenue associated with selling one more unit *Point profit is maximized when marginal cost equals marginal revenue *Marginal profit = 0 Theoretical Framework *Over the long term, price has to be greater than total cost *There is a range of possible prices for a product/offering *Minimum is based on cost *Maximum is based on perceived value *All pricing strategies have to take place within this range Theoretical Framework 0100090000038d00000002001c00000000000400000003010800050000000b02000000000500 00000c02a6031706040000002e0118001c000000fb021000070000000000bc020000000001020 22253797374656d007608fcba0544973e0019e2b1768001b676b86bb40550973e00040000002d 010000040000002d01000004000000020101001c000000fb02a4ff000000000000900100000000 0440002243616c69627269000000000000000000000000000000000000000000000000000400 00002d010100040000002d010100040000002d010100050000000902000000020d000000320a 5700000001000400000000001406a3032000360005000000090200000002040000002d010000 040000002d010000030000000000
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