Thẻ ghi nhớ: chapter 7: pricing strategies | Quizlet

price

money charge for a product or service

Customer value-based pricing

setting price based on buyers' perceptions of value rather than on the seller's cost

customer driven

determine what customer value and what they are willing to pay before cost is consider

Good-value pricing

offering just the right combination of quality and good service at a fair price

Value-added pricing

attaching value-added features and services to differentiate a company's offers and charging higher prices

cost-based pricing

setting prices based on the costs of producing, distributing, and selling the product plus a fair rate of return for effort and risk

value-based pricing

setting the price at a level that seems to the customer to be a good price compared to the prices of other options

competiton based pricing

A pricing strategy based on what all the other competitors are doing.

internal factor affecting pricing decision

marketing objective, marketing mix strategy, costs, organizational considerations, product life-cycle stage

external factor

the market and demand(consumer perceptions of value and price, price elasticity)

competitors' price

government and public policy

social concerns

new product pricing strategies

market penetration pricing and price skimming

Market-skimming pricing (price skimming)

Setting a high price to skim maximum revenues from the segments willing to pay the high price

Company makes fewer but more profitable sales

market penetration pricing

setting a low price for a new product in order to attract a large number of buyers and a large market share

Product Mix Pricing Strategies

product line pricing, optional product pricing, captive product pricing, by-product pricing, product bundle pricing

optional product pricing

the pricing of optional or accessory products along with a main product

captive product pricing

pricing products that must be used with the main product

By-product pricing

pricing low-value by-products to get rid of or make money on them

product bundle pricing

combining several products and offering the bundle at a reduced price

Price Adjustment Strategies

1. Discount and allowance pricing

2. Segmented pricing(giá cho sinh viên khác với giá cho người đi làm)

3. Psychological pricing( 999 instead of 1000)

4. Promotional pricing( increase short-run sales)

5. Geographical pricing

6. Dynamic pricing( định giá phù hợp với sợ thay đổi của thị trường)

7. International pricing

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