国际营销国际营销国际营销 (24).pdf
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1、Developing Pricing Strategies and ProgramsChapter 1201How do consumers process and evaluate prices?Learning Objectives02How should a company set prices initially for products or services?03How should a company adapt prices to meet varying circumstances and opportunities?04When and how should a compa
2、ny initiate a price change?05How should a company respond to a competitors price change?Understanding Pricing Get instant vendor price comparisons Check prices at the point of purchase Name your price and have it met Get products free Monitor customer behavior&tailor offers Give customers access to
3、special prices Negotiate prices online or even in person Pricing in a digital worldA changing pricing environmentSharing economyBarteringRentingUnderstanding PricingUnderstanding Pricing How companies priceSmall companies:bossLarge companies:division/product line managers How companies should priceU
4、nderstanding of consumer pricing psychologya systematic approach to setting,adapting,and changing pricesSTART123Consumer Psychology and PricingReference pricesPrice-quality inferencesPrice endingsReference PricesSetting the PriceStep 1:Selecting the Pricing ObjectiveSurvivalMaximum current profitMax
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