[精选]Strategy(营销管理,菲利普·科特勒教材)8791.pptx
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1、2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensChapter 12Pricing Products:Pricing Considerations,Approaches,and Strategy2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07
2、458 Kotler,Bowen,and Makens“The real issue is value,not price.”-Robert T.Lindgren 2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle Ri
3、ver,NJ 07458 Kotler,Bowen,and MakensChapter ObjectivesOutline the internal factors affecting pricing decisions,especially marketing objective,marketing-mix strategy,costs,and organizational considerations Identify and define the external factors affecting pricing decisions,including the effects of t
4、he market and demand,competition,and other environmental elements 2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kot
5、ler,Bowen,and MakensChapter ObjectivesContrast the differences in general pricing approaches,and be able to distinguish among cost-plus,target profit pricing,value-based pricing,and going rate Identify the new product pricing strategies of market-skimming pricing and market-penetration pricing 2006
6、Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensChapter ObjectivesUnderstanding how to apply pricin
7、g strategies for existing products,such as price bundling and price adjustment strategies Discuss the key issues related to price changes,including initiating price cuts and price increases,buyer and competitor reactions to price changes,and responding to price changes 2006 Pearson Education,Inc.Mar
8、keting for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensPricePrice is the amount of money charged for a good or service The only mar
9、keting mix element that produces revenueChanging too much chases away potential customers,charging too little cuts revenue2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitalit
10、y and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensFactors to Considerwhen Setting Prices2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and To
11、urism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensInternal FactorsMarketing ObjectivesSurvivalCurrent Profit MaximizationMarket-Share LeadershipBrad Equity GrowthProduct-Quality Leadership2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River
12、,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensInternal FactorsMarketing Mix StrategyCostsFixed vs.Variable CostsOrganizational Considerations2006 Pearson Education,Inc.Marketing for Hosp
13、itality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensExternal Factors Affecting Pricing Decisions Market and Demand Cross Selling and Upselling
14、Consumer Perceptions of Price and Value2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensExterna
15、l Factors Affecting Pricing Decisions Analyzing the Price Demand RelationshipPrice Elasticity of Demand Factors Affecting Price Sensitivity 2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Market
16、ing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensPrice Elasticity of Demand2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality
17、and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensFactors Affecting Price SensitivityUnique Value Effect Substitute Awareness Effect Business Expenditure Effect 2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowe
18、n,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensFactors Affecting Price SensitivityEnd-Benefit EffectTotal Expenditure Effect Sunk Investment Effect Price Quality Effect 2006 Pearson Education,Inc.Marketing fo
19、r Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensGeneral Pricing ApproachesCost-Based PricingBreak-Even Analysis and Target Profit Pri
20、cingValue-Based PricingCompetition-Based Pricing2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Make
21、nsProductCostPriceValueCustomersCost Based Pricing2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Ma
22、kensBE=Fixed Costs/Contribution(SP-VC)Example-Meal-SP=$20,VC=$8Fixed costs are$2400 a dayBE=$2400/$12=200Need to sell 200 meals$20 to break-evenVC=40%,contribution=60%BE=$2400/.6=$4000Break-even2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Ko
23、tler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens Break-even Analysis or Target Profit Pricing2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kot
24、ler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensCustomerValuePriceCostProductValue-based Pricing2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 K
25、otler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensCustomerProductPriceCostValueCompetition-Based Pricing2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ
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