1. Pricing strategy Pertemuan 20 Buku 1 Hal: 347-369
Matakuliah : J Strategi Pemasaran
Tahun : 2009
Pricing strategy Pertemuan 20 Buku 1 Hal:

2. Learning Objective Strategic Role of Price
Analyzing the Pricing Situation
Selecting the Pricing Strategy
Determining Specific Prices and Policies
Bina Nusantara

3. Cost Analysis for Pricing Decisions
Determine the components
of the cost of the product.
Estimate how cost varies with
the volume of sales.
Analyze the cost competitive
advantage of the product.
Decide how experience in
producing the product affects
costs.
Estimate how much control
management has over costs.

4. Range of feasible prices
Determining Feasible Prices
Price too high; little or no demand
Price Floor
Price Ceiling
Nature of demand in target market
Business and marketing strategy
Product differentiation
Competitors’ prices
Prices of substitutes
Product costs
Range of feasible prices
Price too low; no profit possible

5. SELECTING THE PRICING STRATEGY
How much flexibility exists?
How to position price relative to costs?
How visible to make the price of the product?

6. Determinants of Pricing Flexibility
Demand
Costs
Demand-Cost Gap
Competition
Pricing Objectives

7. Skim strategy Neutral strategy (same as competition)
Penetration strategy
Above
Competition
Below
Competition

8. Competitive Pricing Issues
Diplomacy rather than force
Competitive Pricing Issues
Target segments instead of volume
Select competitive confrontations
Signaling

9. Illustrative Price Strategies
Active
strategy
Low-
active
strategy
High-
active
strategy
Low
relative
price
High
relative
price
Low-
passive
strategy
High-
passive
strategy
Passive
strategy

10. DETERMINING SPECIFIC PRICES AND POLICIES
Selecting Specific Prices
Policies to Manage Pricing Strategy
Special Pricing Issues

11. Basis of Determining Specific Prices Demand
Cost Competition
Demand

12. Establishing Pricing Policy and Structure
Discounts, allowances, returns, and other operating guidelines
Pricing Structure
Product mix and line pricing relationships
How individual items in the line are priced in relation to one another

13. Managing Pricing Strategy
The more that the competitors and customers know about your pricing, the better off you are. In an information age, it is necessary to be transparent about prices and the value of a firm’s offerings.
In highly competitive markets, the focus should be on those market segments that provide opportunities to gain competitive advantage. Such a focus leads to a value-oriented pricing approach.
Pricing decisions should be made within the context of an overall marketing strategy that is embedded within a business or corporate strategy.
Successful pricing decisions are profit oriented, not sales volume or market share oriented.

14. Managing Pricing Strategy
Prices should be set according to customers’ perceptions of value.
Pricing for new products should start as soon as product development begins.
The relevant costs for pricing are the incremental avoidable costs.
A price may be profitable when it provides for incremental revenues in excess of incremental costs.
A central organizing unit should administer the pricing function. Generally, it is better to avoid letting salespeople set price, especially without access to profitability information and specific training in pricing and revenue management.
Pricing management should be viewed as a process and price setting as a daily management activity, not a once-a-year activity.

15. Special Pricing Situations
Price Segmentation
Value Chain (Distribution Channel) Pricing
Price Flexibility
Product Life Cycle Pricing