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Pricing ConsiderationsPricing Considerationsand Price Planningand Price Planning

Disarikan dari : Amstrong danDisarikan dari : Amstrong dan Evans & BermanEvans & Berman

7


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9-2

Chapter Objectives

To define the terms price and priceplanning

To demonstrate the importance ofprice and study its relationship withother marketing variables

To differentiate between price-basedand nonprice-based approaches

To examine the factors affectingpricing decisions


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9-3

What is a Price?

NarrowlyNarrowly, price is the amount of money, price is the amount of moneycharged for a product or service.charged for a product or service.

BroadlyBroadly, price is the sum of all the _____, price is the sum of all the _____that consumers exchange for the benefitsthat consumers exchange for the benefits

of having or using the product or service.of having or using the product or service.

Dynamic PricingDynamic Pricing::

biskom.web.id


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9-5

Factors Affecting Pricing

Decisions


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9-6

Internal Factors Affecting Pricing

Decisions

Marketing

Objectives

Survival

Current Profit MaximizationChoose the Price that Produces

the Maximum Current Profit, Etc.

Market Share LeadershipLow as Possible Prices to Become

the Market Share Leader.

High Prices to Cover Higher

Performance Quality and R&D.


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Price

Product Design

Distribution

Promotion

NonpricePositions

Target

Costing


Decisions: Marketing Mix

Strategy


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Decisions

Costs:Costs: Fixed Costs:Fixed Costs:

Costs that do not vary with production orCosts that do not vary with production orsales level.sales level.

Variable Costs:Variable Costs:

Costs that vary directly with the level ofCosts that vary directly with the level ofproduction.production.


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Decisions

Organizational Considerations:Organizational Considerations: Must decide who within the organizationMust decide who within the organization

should set prices.should set prices.This will vary depending on the size andThis will vary depending on the size and

type of company.type of company.


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Factors Affecting Pricing

Decisions


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External Factors Affecting

Pricing Decisions

The Market and Demand:The Market and Demand: Costs set the lower limit of prices.Costs set the lower limit of prices.The market and demand set the upper limit.The market and demand set the upper limit.


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Value Added and Pricing

Firms benefit by increasingFirms benefit by increasingthe the value added atthe the value added atany/each stage of an itemsany/each stage of an items

production.production. The food industry adds valueThe food industry adds value

by processing products toby processing products to

save consumerssave consumers timetime..

Carrots/lettuceCarrots/lettucewhenwhenwashed, cut, and packagedwashed, cut, and packagedhave significant value addedhave significant value added

for consumers.for consumers.

cihideung.com

tokobungajakarta

id.88db.com


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Examples of Value-Added

Products

Each of these products hasEach of these products hasdifferential advantages thatdifferential advantages thatlead to greater companylead to greater companycontrol over prices andcontrol over prices andimproved profits:improved profits:

Variety and types of bread,Variety and types of bread,milk, and vegetablesmilk, and vegetables

Unique restaurants/foodUnique restaurants/food

Convenience storesConvenience stores Trendy fashionsTrendy fashions Sports equipmentSports equipment

mantpi-media.blogspot.com

unic77.blogspot.com


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Value Subtractors

Value may also be diminished atValue may also be diminished atany stage of an itemsany stage of an itemsproduction or distribution, suchproduction or distribution, suchas with processed foodas with processed foodwhichwhichwill adversely affect a firm:will adversely affect a firm:

Contaminated products, such asContaminated products, such asmeat, or any questionable issuesmeat, or any questionable issuesmay become prime valuemay become prime valuesubtractors.subtractors.

Negative PR, ads, andNegative PR, ads, and

independent media reports onindependent media reports onother issues, such as humanother issues, such as humanrights, insider trading, andrights, insider trading, anddiscriminatory actions, maydiscriminatory actions, mayresult in severe consequences.result in severe consequences.

By dee_gunz
http://s285.photobucket.com/albums/ll52/dee_gunz/http://s285.photobucket.com/albums/ll52/dee_gunz/


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Price Elasticity Ranges

Elastic demandElastic demand

Unit elastic

Inelastic demand

% change inQ > % change inP;Ep > 1

% change inQ = % change inP;Ep = 1

% change inQ < % change inP;Ep < 1


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Extreme Price Elasticities

Quantity Demanded per Year

(millions of units)

Price

D

Perfect inelasticity,

or zero elasticity

80

Figure 21-1, Panel (a)


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(millions of units)

Price

D

80

P0

P1

Perfect inelasticity,

or zero elasticity

Figure 21-1, Panel (a)


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(millions of units)

Price

(c

ents)

30

0

Perfect elasticity,

or infinite elasticity

D

Figure 21-1, Panel (b)


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Short-Run and Long-Run

Price Elasticity of Demand

In the short run, quantity

demanded falls slightly.

However, with more time

for adjustment the

demand curve becomes

more elastic and quantitydemanded falls by a

greater amount.

D1

Pe

Q2

E

D2

Q1 Qe

P1

Price

pe

rUnit

Quantity Demanded per Period

Figure 21-4


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Short-Run and Long-Run

Price Elasticity of Demand

In the short run, quantity

demanded falls slightly.

However, with more time

for adjustment the

demand curve becomes

more elastic and quantitydemanded falls by a

greater amount.

D1

Pe

Q2

E

D2

Q1 Qe

P1

Q3

D3Price

pe

rUnit

Quantity Demanded per Period

Figure 21-4


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Economy Car = Elastic

Demand

Quantity (Units)

ElasticElastic

DemandDemand

12,000 100,000

Price

$10,000

$12,000swaiklan.com


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Luxury Car = Inelastic Demand

Quantity (Units)

InelasticInelastic

DemandDemand

18,000 20,000

$50,000

$40,000

Price

og-made.com


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9-23

Example: Real-World

Elasticities of Demand

Table 21-2


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9 24

Tugas

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