碰男华经海贸多大学 营销学原理 《俞兆林的“南极棉”》(《当代营销学案例集》) Ouiz 3 (for Sessions 4-11) Session 12 Pricing Considerations and Approaches Time required:2 hours Objectives Requirements Understand internal and external factors that influence the company's pricing decision three general pricing approaches Essential Concepts ·the experience curve monopolistic competition ·demand curve price elasticity of demand ·fixed costs variable costs the cost-based approach breakeven analysis .the buyer-based approach the competition-based approach Text Chapter and Supplementary Materials Chapter 10,Kotler&Armstrong,Principles of Marketing hed References at the end of the chapter,and in the Course Syllabus Exercises and Discussion Marketing Applications:Question 1 (a-d) Issues for Discussion: 1.Does"value"mean the same thing as"low price"?How do these concepts differ? 2.Pick up two competing brands from a familiar product category(e.g.air conditioner)-one low priced and the other high priced.Which,if either,offers the greatest value? 3.Discuss the typical pricing objectives outlined in the chapter.Which of these objectives do you believe: (a)is the most commonly used;(b)is the most difficult to achieve;and(c)has the greatest potential for long-term growth of the organization?Explain. Case Analysis: 《凯塞布罗啤酒市场开发》(《当代营销学案例集》) Session 13 Pricing Strategies Time required:2 hours Objectives Requirements Understand .a dynamic process of pricing different pricing strategies through a product'life cycle. 第9页共14页营销学原理 《俞兆林的“南极棉”》（《当代营销学案例集》） Quiz 3 (for Sessions 4-11) Session 12 Pricing Considerations and Approaches Time required: 2 hours Objectives & Requirements Understand • internal and external factors that influence the company's pricing decision • three general pricing approaches Essential Concepts • the experience curve • monopolistic competition • demand curve • price elasticity of demand • fixed costs • variable costs • the cost-based approach • breakeven analysis • the buyer-based approach • the competition-based approach Text Chapter and Supplementary Materials Chapter 10，Kotler & Armstrong, Principles of Marketing 9th ed. References at the end of the chapter, and in the Course Syllabus Exercises and Discussion Marketing Applications: Question 1 (a – d) Issues for Discussion: 1. Does “value” mean the same thing as “low price”? How do these concepts differ? 2. Pick up two competing brands from a familiar product category (e.g. air conditioner) - one low priced and the other high priced. Which, if either, offers the greatest value? 3. Discuss the typical pricing objectives outlined in the chapter. Which of these objectives do you believe: (a) is the most commonly used; (b) is the most difficult to achieve; and (c) has the greatest potential for long-term growth of the organization? Explain. Case Analysis： 《凯塞布罗啤酒市场开发》（《当代营销学案例集》） Session 13 Pricing Strategies Time required: 2 hours Objectives & Requirements Understand • a dynamic process of pricing • different pricing strategies through a product’ life cycle. 第 9 页 共 14 页