Beruflich Dokumente
Kultur Dokumente
11-1
PRINCIPLES OF MARKETING
Eighth Edition
Philip Kotler and Gary Armstrong
Chapter
Chapter 11
11
Pricing Products:
Pricing Strategies
Price
Price -- Quality
Quality Strategies
Strategies
11-2
11-2
Price
Quality
Higher
Lower
Higher
Lower
Premium
Strategy
Good-Value
Good-Value
Strategy
Strategy
Overcharging
Overcharging
Strategy
Strategy
Economy
Economy
Strategy
Strategy
New
New Product
Product Pricing
Pricing Strategies
Strategies
Market
Market Skimming
Skimming
Market
Market Penetration
Penetration
11-3
11-3
Product
Product Mix
Mix Pricing
Pricing Strategies
Strategies
Product
Product Line
Line Pricing
Pricing
11-4
11-4
Setting
SettingPrice
PriceSteps
StepsBetween
BetweenProduct
ProductLine
LineItems
Items
i.e.
i.e.$299,
$299,$399
$399
Optional-Product
Optional-Product Pricing
Pricing
Pricing
Pricing Optional
Optionalor
orAccessory
AccessoryProducts
Products
Sold
Sold With
With The
TheMain
Main Product
Product
i.e.
i.e.Car
CarOptions
Options
Product
Product
Mix
Mix
Pricing
Pricing
Strategies
Strategies
Captive-Product
Captive-Product Pricing
Pricing
Pricing
Pricing Products
ProductsThat
ThatMust
MustBe
BeUsed
Used
With
With The
TheMain
Main Product
Product
i.e.
i.e.Razor
RazorBlades,
Blades,Film,
Film,Software
Software
By-Product
By-Product Pricing
Pricing
Pricing
PricingLow-Value
Low-ValueBy-Products
By-ProductsTo
ToGet
Get Rid
Rid
of
ofThem
Them
i.e.
i.e. Lumber
LumberMills,
Mills,Zoos
Zoos
Product-Bundle
Product-Bundle Pricing
Pricing
Pricing
Pricing Bundles
BundlesOf
OfProducts
ProductsSold
SoldTogether
Together
i.e.
i.e.Season
Season Tickets,
Tickets,Computer
ComputerMakers
Makers
Price-Adjustment
Price-Adjustment Strategies
Strategies
11-5
11-5
Price
Price Adjustment
Adjustment Strategies
Strategies
Discount
Discount &
& Allowance
Allowance
Reducing
Reducing Prices
Pricesto
to Reward
Reward
Customer
Customer Responses
Responsessuch
suchas
as
Paying
PayingEarly
Earlyor
orPromoting
Promoting
the
theProduct.
Product.
Segmented
Segmented
Adjusting
Adjusting Prices
Pricesto
toAllow
Allow
for
for Differences
Differencesin
inCustomers,
Customers,
Products,
Products,or
orLocations.
Locations.
Cash
Cash Discount
Discount
Customer
Customer
Quantity
QuantityDiscount
Discount
Product
Product Form
Form
Functional
FunctionalDiscount
Discount
Location
Location
Seasonal
SeasonalDiscount
Discount
Time
Time
Trade-In
Trade-InAllowance
Allowance
Price-Adjustment
Price-Adjustment Strategies
Strategies
Psychological Pricing
Promotional Pricing
Geographical Pricing
International Pricing
11-6
11-6
Initiating
Initiating and
and Responding
Responding to
to Price
Price
Changes
Changes
Competitor
Reactions
to
Price
Changes
Initiating
Price Cuts
Price
Changes
Buyer
Reactions
to
Price
Changes
Initiating
Price
Increases
11-7
11-7
Price-Adjustment
Price-Adjustment Strategies
Strategies
Has
HasCompetitor
Competitor Cut
Cut
Price?
Price?
No
Will
WillLower
LowerPrice
Price
Negatively
NegativelyAffect
Affect Our
Our
Market
MarketShare
Share&& Profits?
Profits?
No
11-8
11-8
Hold
HoldCurrent
CurrentPrice;
Price;
Continue
Continueto
toMonitor
Monitor
Competitors
CompetitorsPrice.
Price.
Reduce
ReducePrice
Price
Can/
Can/Should
ShouldEffective
Effective
Action
Actionbe
beTaken?
Taken?
No
Raise
RaisePerceived
Perceived
Quality
Quality
Yes
Improve
ImproveQuality
Quality
&& Increase
IncreasePrice
Price
Launch
LaunchLow-Price
Low-Price
Fighting
FightingBrand
Brand