Ch. 11 review - Ch 11 New product pricing strategies 1...

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Ch. 11 New product pricing strategies: 1) Market-­‐skimming pricing ( 撇脂定价法 ): Setting a high price for a new product to skim maximum revenues layer by layer from the segments willing to pay the high price; the company makes fewer but more profitable sales. 在公司 明新 品后, 开始 都将价格定的很高,在市 上一 取收入。 种方法只有在特定条件下才有意 ,首先, 品地 量和形象必 能支撑它地高价位,并且又足 购买 者愿意在高价位下 购买 ,其次,生 小批量 品地 位成本不能高到抵消了高价位所 来地利 ,最后, 手不能 入市 和影响高价位。 2) Market-­‐penetration pricing ( 渗透定价法 ): Setting a low price for a new product to attract a large number of buyers and a large market share. 一些 公司并不把 品价格定的很高,只在 小但利 润较 高地 分市 得利 。他 制定 低地初 始价格,目的 迅速和深入渗透 ,快速吸引大量地 购买 者, 大地市 高地 量可以降低成本,公司有可能 一步降低价格。 种低价策略要起作用必 须满 足一下条件: 1. 个市 须对 价格非常敏感,从而低价格会 致市 迅速增 2. 和分 成本必 随着 量地增 而下降 3. 低价要能阻止 争,采用渗透定价策略地公司必 保持其低价地地位,否 价格 优势 只能 地。 Product mix pricing strategies: 1) Product line pricing ( 线 定价 ): Setting the price steps between various products in a product line based on cost differences between the products, customer evaluations of different features, and competitors’ prices. 在定价 程中,管理部 决定同一 线中不同产品地价格差别。价格差别要考虑同一生产线中不同产品地成本差别、消 费者对不同产品特色地看法,以及竞争对手地价格 2) Optional product pricing ( 备选产 品定价 ): The pricing of optional or accessory products along with a main product. 多公司在 售与主 体产品配 套地备选产品或附件时采用备选产品定价。 3) Captive product pricing ( 附属 品定价 ):
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