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Www.mhhe.com/fourps For use only with Perreault/Cannon/McCarthy or Perreault/McCarthy texts. © 2008 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Pricing.

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Presentation on theme: "Www.mhhe.com/fourps For use only with Perreault/Cannon/McCarthy or Perreault/McCarthy texts. © 2008 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Pricing."— Presentation transcript:

1 For use only with Perreault/Cannon/McCarthy or Perreault/McCarthy texts. © 2008 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Pricing Objectives and Policies CHAPTER SIXTEEN

2 When we finish this lecture you should Understand how pricing objectives should guide strategy planning for pricing decisions Understand choices marketing managers must make about price flexibility Know what a marketing manager should consider when setting the price level for a product in the early stages of the product life cycle Understand the many possible variations of a price structure including discounts, allowances, and who pays transportation costs.

3 When we finish this lecture you should Understand the value pricing concept and its role in obtaining a competitive advantage and offering target customers superior value Understand the legality of price level and price flexibility policies.

4 Marketing Strategy Planning Process

5 CH 17: Price Setting in the Business World CH 16: Pricing Objectives and Policies Pricing objectives Pricing policies Pricing and customer value Legal issues and pricing policies Strategy Planning and Pricing Objectives and Policies (Exhibit 16-1)

6 Discounts & Allowances – To Whom & When Discounts & Allowances – To Whom & When Discounts & Allowances – To Whom & When Discounts & Allowances – To Whom & When Price Levels Over Product Life Cycle Price Levels Over Product Life Cycle Price Levels Over Product Life Cycle Price Levels Over Product Life Cycle Price Flexibility Key Pricing Policies Key Pricing Policies Transportation Costs – Who Pays & How Transportation Costs – Who Pays & How Price Has Many Strategy Dimensions

7 © 2008 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Shaping Customer Value

8 The Price Equation: Price Equals Something of Value (Exhibit 16-2)

9 Price as Seen by Channel Members (Exhibit 16-3)

10 Objectives Should Guide Strategy Planning for Price (Exhibit 16-4)

11

12

13 An industry-leading high technology company just announced that it was cutting its prices and would price its products at whatever level was necessary to protect its market share. This is evidence of a ____________ pricing objective : A.target return B.status quo-oriented C.profit maximization D.sales-oriented E.non-price competition Checking your knowledge

14 OR One-Price Policy The same for everyone Frequently purchased items Convenient Low cost Maintains goodwill Flexible-Price Policy Different customers, different prices Databases make it easier Salespeople can adjust prices Too much cutting can hurt profits Most Firms Set Specific Pricing Policies to Reach Objectives

15 Price-Level Policies Over the Product Life Cycle

16 Skimming vs. Penetration (Exhibit 16-5)

17 Other Price-Level Policies

18 Seasonal Cash Trade Seasonal Quantity From List Price From List Price Sale Discount Policies: Reductions from List Prices

19 Push Money Stocking Advertising Push Money Stocking Advertising Common Types of Allowances Trade-Ins Allowance Policies – Off List Prices

20 A construction company is considering purchasing a new crane from a distributor of such equipment. The distributor offers to provide the construction company with a few thousand dollars worth of credit on an old crane that the company would like to replace. This credit offered by the distributor is a: A. trade-in allowance. B. sale price. C. seasonal discount. D. trade discount. E. cash discount. Checking your knowledge

21 Some Customers Get Something Extra

22 © 2008 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Coupon Distribution

23 Uniform Delivered Uniform Delivered Zone F.O.B. Uniform Delivered Uniform Delivered Zone F.O.B. Common Geographic Policies Freight Absorption Freight Absorption List Price May Depend on Geographic Pricing Policies

24 Janet Eckerd wants to buy a new Volvo. She lives in Richmond, Virginia, but can’t find the exact color and model she wants at her local Volvo dealers. She searches the Web and discovers that a dealership 90 minutes away, in Alexandria, Virginia, has the car she wants. She called the dealer and found that the price of the vehicle is the same as it would be in Richmond, although the Alexandria dealer wants to charge Janet an additional $150 to have someone drive the car from Alexandria to Janet’s home in Richmond. As Janet was about to reject the offer and hang up the phone, the dealer offered to waive the extra “shipping charge” and make the price exactly equal to the price in Richmond. This geographic pricing tactic by the Alexandria dealer is a form of: A.F.O.B. pricing. B. zone pricing. C. uniform delivered pricing. D. middleman pricing. E. freight absorption pricing. Checking your knowledge

25 The simplest geographic pricing policy for a seller to administer is: A.uniform delivered pricing. B. F.O.B. pricing. C. zone pricing. D. freight absorption pricing. E. life cycle pricing. Checking your knowledge

26 Define Target Market and Competition Value Pricing = Customer Value Look at Customer’s Viewpoint Value Pricing = Customer Value Define Target Market and Competition Value Pricing Fits with Market-Oriented Strategy Pricing Policies Combine to Impact Customer Value

27 © 2008 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Interactive Exercise: Pricing Policies & Discounts

28 Phony List Prices Phony List Prices Phony List Prices Phony List Prices Dumping Unfair Trade Practice Acts Unfair Trade Practice Acts Unfair Trade Practice Acts Unfair Trade Practice Acts Key Issues Price Fixing Legality of Pricing Policies

29 Meeting Competition Meeting Competition Meeting Competition Meeting Competition Cost Differences Cost Differences Cost Differences Cost Differences “Like Grade & Quality” “Like Grade & Quality” “Like Grade & Quality” “Like Grade & Quality” Robinson- Patman Act Robinson- Patman Act Robinson- Patman Act Robinson- Patman Act Key Issues “Proportionately Equal” Basis “Proportionately Equal” Basis Price Discrimination

30 You now Understand how pricing objectives should guide strategy planning for pricing decisions Understand choices marketing managers must make about price flexibility Know what a marketing manager should consider when setting the price level for a product in the early stages of the product life cycle Understand the many possible variations of a price structure including discounts, allowances, and who pays transportation costs.

31 You now Understand the value pricing concept and its role in obtaining a competitive advantage and offering target customers superior value Understand the legality of price level and price flexibility policies.

32 Price Target return objective Profit maximization objective Sales-oriented objective Status quo objectives Nonprice competition Administered prices One-price policy Flexible-price policy Skimming price policy Penetration price policy Introductory price dealing Basic list prices Discounts Quantity discounts Cumulative quantity discounts Noncumulative quantity discounts Key Terms

33 Seasonal discounts Net Cash discounts 2/10, net 30 Trade (functional) discount Sale price Everyday low pricing Allowances Advertising allowances Stocking allowances Push money (or prize money) allowances Trade-in allowance Rebates F. O. B. Zone pricing Uniform delivered pricing Freight absorption pricing Value pricing Key Terms

34 Unfair trade practice acts Dumping Phony list prices Wheeler-Lea Amendment Price fixing Robinson-Patman Act Price discrimination Key Terms


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