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Outline
What is price? Factors to consider when setting prices. General pricing approaches. Pricing strategies. Price changes.
What is Price?
Importance of Price
Three variables that determine profit:
Sales Volume
Pricing Products: Considerations, Approaches, and Strategy Price is the most flexible element among the other 3 Ps. It can be changed quickly (but be careful of consequences!). It is not easy to change product features, promotional campaigns, or distribution channels. Therefore, price is the number one problem facing marketers.
Too cost-oriented and does not reflect demand. Not revised enough to reflect market changes. Does not take into account the other 3 marketing mix elements. Not varied enough for different product items, market segments and purchase decisions.
Internal Factors:
Marketing objectives. Marketing mix strategy. Costs. Organization objectives and policies. Other Organizational considerations.
1. 2. 3. 4. 5. 6.
Price
1.50
D
1.00 .50
20
40
60
80
100
120
Quantity demanded
Price
20
40
60
80
100
120
Quantity supplied
Equilibrium Price
2.50 2.00
Surplus
Price
20
40
60
80
100
120
Quantity demanded
Price inelasticity when price increase/decrease results in small change in demand Price elastic when price increase/decrease leads to substantial change in demand
Elasticity of Demand
Elastic Demand
Consumers buy more or less of a product when the price changes
Inelastic Demand
Unitary Elasticity
Elasticity of Demand
Price Goes... Down Down Up Up Revenue Goes... Up Down Up Down Demand is... Elastic Inelastic Inelastic Elastic
Up or Down
Unitary Elasticity
Cost-plus pricing: a mark-up (depends on product) is added to the cost of the product. Popular for following reasons:
Sellers more certain of cost than demand Simple because no frequent price adjustment to demand changes When industry use this method, price competition is minimized. Sellers assured of fair ROI and do not take advantage of consumers when demand changes.
Buyer-based pricing on Supply and Demand: uses the buyers perceived value, not the cost of the product. Competition-based pricing: the price is set based upon what competitors are charging. Perceived-Value pricing: see the buyers perception of value (not the product cost). Create value!
Break-Even Analysis
Total Revenue
4,000
Total Costs
Break-even point
Price
2,000
Fixed costs
1,000
2,000
3,000
4,000
5,000
6,000
Quantity
Distribution Strategy
Promotion Strategy
Perceived Quality
$
High
$
Stable
$
Decrease
$
Decrease Stable High
Distribution Strategy
Convincing Distributors to Carry Product
1. 2. 3. 4.
Product Positioning Decision by marketer where to target (or position) its product: Segment Examples Ultimate : Mercedes Luxury : Lexus Special Need : Volvo Middle : Corolla Convenience: Wira Me Too : Iswara Price alone : Kancil
Remarks
The ultimate brand Same quality but lower price Special needs like safety Also Peugeot 403, Sentra Mass market brand One step below Wira, Cheaper Cheaply made and sold at low price
High Quality
2. High-Value
Strategy
3. Super-Value
Strategy
6. Good-Value
Strategy
7. Rip-Off
Strategy High Price
8. False-economy 9. Economy
Strategy Medium Price Strategy Low Price
2. High quality, charge less 3. High quality, great savings 6. Good quality, charge less than 5
4, 7, 8 Overprice in relation to quality. Customers may feel cheated and speak negatively against the brand.
Price Skimming
Inelastic Demand Superior Product
Geographic Pricing
FOB Pricing Uniform Delivered Pricing Common Methods of Geographic Pricing Zone Pricing Freight Absorption Pricing
Basing-Point Pricing
Raise Perceived Quality (strengthen the value of its non-price value, such as image, service, etc) Reduce price, when market leader believes:
Its cost have been reduced It would lose market share as the product is pricesensitive (or elastic demand)
Promotional Allowances
Rebates
Value-Based Pricing
Flexible Pricing
Professional Services Pricing Price Lining Leader Pricing
Bait Pricing
Odd-Even Pricing Price Bundling Two-Part Pricing
Lure customers through false or misleading price advertising Odd-number prices imply bargain Even-number prices imply quality Combining two or more products in a single package
Two separate charges to consume a single good
Pricing Strategy
Price wars
Price increases