Principles of Marketing 11-1 Session 11 Pricing Strategies Text:Chapter 11,Appendix 2 雒對酒价置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics
国际商学院 市场营销学系 11－1 Principles of Marketing Pricing Strategies Session 11 Text: Chapter 11, Appendix 2
Outline 11-2 I.New Product Pricing Strategies II.Product Mix Pricing Strategies III.Adjustment Strategies IV.Initiating Reactions to Price Changes 對补至（竹置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics
国际商学院 市场营销学系 11－2 Outline I. New Product Pricing Strategies II. Product Mix Pricing Strategies III. Adjustment Strategies IV. Initiating & Reactions to Price Changes
11-3 1.New Product Pricing Strategies 雒對酒价置昌大专 国际商学院市场营销学系 University of Intemational Business and Economics
国际商学院 市场营销学系 11－3 I. New Product Pricing Strategies
I.New Product Pricing Strategies 11-4 1.Market Skimming Pricing Setting a high price to maximize revenue from the target market segment. Results in Fewer,But More Profitable Sales. 對酒（价置多大号 国际商学院市场营销学系 University of Intemational Business and Economics
国际商学院 市场营销学系 11－4 1. Market Skimming Pricing Setting a high price to maximize revenue from the target market segment. Results in Fewer, But More Profitable Sales. I. New Product Pricing Strategies
I.New Product Pricing Strategies 11-5 2.Market Penetration Pricing Setting a low price to attract a large number of buyers and gain a dominant market share. Attract a Large Number of Buyers and Win a Larger Market Share. 對补至（竹置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics
国际商学院 市场营销学系 11－5 2.Market Penetration Pricing Setting a low price to attract a large number of buyers and gain a dominant market share. Attract a Large Number of Buyers and Win a Larger Market Share. I. New Product Pricing Strategies
11-6 ll.Product Mix Pricing Strategies 雒對酒价置昌大专 国际商学院市场营销学系 University of Intemational Business and Economics
国际商学院 市场营销学系 11－6 II. Product Mix Pricing Strategies
ll.Product Mix Pricing Strategies 11-7 >Product Line Pricing Setting Price Steps Between Product Line Items >Optional-Product Pricing Pricing Optional Products Sold With The 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 Them >Product-Bundle Pricing Pngu4eEP9 ducts Sold Togethe啕际商学院市场营销学系
国际商学院 市场营销学系 11－7 II. Product Mix Pricing Strategies Product Line Pricing Setting Price Steps Between Product Line Items Optional-Product Pricing Pricing Optional Products Sold With The 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 Them Product-Bundle Pricing Pricing Bundles Of Products Sold Together
11-8 lll.Adjustment Strategies 雒對好酒价置昌大兰 国际商学院市场营销学系 University of Intemational Business and Economics
国际商学院 市场营销学系 11－8 III. Adjustment Strategies
lll.Adjustment Strategies Price Adjustment Strategies Discount Segmented Psychological Cash Customer Quantity Product Form Seasonal Location Functional Time Allowances :對至（竹宜多大兰 国际商学院市场营销学系 University of Intemational Business and Economics
国际商学院 市场营销学系 11－9 Price Adjustment Strategies Discount Segmented Psychological Cash Quantity Seasonal Functional Allowances Customer Product Form Location Time III. Adjustment Strategies
Promotional Pricing Tactics 11-10 ●Loss-leader pricing Special-event pricing ●Cash rebates Low-interest financing SALE ●Longer payment terms ●Varranties and service contracts Psychological discounting 對计至（竹置多大学 国际商学院市场营销学系 University of Interational Business and Economics
国际商学院 市场营销学系 11－10 Promotional Pricing Tactics Loss-leader pricing Special-event pricing Cash rebates Low-interest financing Longer payment terms Warranties and service contracts Psychological discounting