Principles of Marketing Seventeenth Edition. Chapter 11. Learning Objectives. Pricing Strategies: Additional Considerations.
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1 Principles of Marketing Seventeenth Edition Chapter 11 Pricing Strategies: Additional Considerations Learning Objectives 11-1 Describe the major strategies for pricing new products Explain how companies find a set of prices that maximizes the profits from the total product mix Discuss how companies adjust their prices to take into account different types of customers and situations Discuss the key issues related to initiating and responding to price changes Overview the social and legal issues that affect pricing decisions. 1
2 New Pricing Strategies Market-skimming pricing strategy sets high initial prices to skim revenue layers from the market. Product quality and image must support the price. Buyers must want the product at the price. New Pricing Strategies Market-penetration pricing involves setting a low price for a new product in order to attract a large number of buyers and a large market share. 2
3 Product Mix Pricing Strategies Product line pricing Optional product pricing Captive product pricing By-product pricing Product bundle pricing Product Mix Pricing Strategies Product Line and Optional Product Pricing Product line pricing takes into account the cost differences between products in the line, customer evaluations of their features, and competitors prices. Optional product pricing takes into account optional or accessory products along with the main product. 3
4 Product Mix Pricing Strategies Captive product pricing sets prices of products that must be used along with the main product. Product Mix Pricing Strategies Product Line and Optional Product Pricing By-product pricing sets a price for by-products in order to make the main product s price more competitive. Product bundle pricing combines several products at a reduced price. 4
5 5
6 Discount and allowance pricing reduces prices to reward customer responses such as making volume purchases, paying early, or promoting the product. Segmented pricing involves selling a product or service at two or more prices, where the difference in prices is not based on differences in costs. 6
7 Segmented Pricing Customer-segment pricing Product-form pricing Location-based pricing Time-based pricing Segmented Pricing For segmented pricing to be effective: Market must be segmentable Segments must show different degrees of demand Costs of segmenting cannot exceed the extra revenue Must be legal 7
8 Psychological Pricing Psychological pricing considers the psychology of prices and not simply the economics; the price is used to say something about the product. Reference prices are prices that buyers carry in their minds and refer to when they look at a given product. Promotional Pricing Promotional pricing is characterized by temporarily pricing products below the list price, and sometimes even below cost, to increase short-run sales. Examples include: special-event pricing limited-time offers cash rebates low-interest financing, extended warranties, or free maintenance 8
9 Geographical pricing is used for customers in different parts of the country or the world. FOB-origin pricing Uniform-delivered pricing Zone pricing Basing-point pricing Freight-absorption pricing Geographical Pricing FOB-origin (free on board) pricing is a geographical pricing strategy in which goods are placed free on board a carrier; the customer pays the freight from the factory to the destination. Uniform-delivered pricing is a geographical pricing strategy in which the company charges the same price plus freight to all customers, regardless of their location. 9
10 Geographical Pricing Zone pricing is a strategy in which the company sets up two or more zones where customers within a given zone pay the same price. Basing-point pricing means that a seller selects a given city as a basing point and charges all customers the freight cost from that city to the customer. Geographical Pricing Freight-absorption pricing is a strategy in which the seller absorbs all or part of the freight charges in order to get the desired business. 10
11 Dynamic pricing involves adjusting prices continually to meet the characteristics and needs of individual customers and situations. International pricing involves adjusting prices continually to meet the characteristics and needs of individual customers and situations. 11
12 Price Changes Initiating Price Changes Price cuts occur due to: Excess capacity Increased market share Price increases occur due to: Cost inflation Increased demand Lack of supply Price Changes Buyer Reactions to Pricing Changes Price increases Product is hot Company greed Price cuts New models will be available Models are not selling well Quality issues 12
13 Price Changes Competitor Reactions to Pricing Changes Why did the competitor change the price? Is the price cut permanent or temporary? Is the company trying to grab market share? Is the company doing poorly and trying to increase sales? Is it a signal to decrease industry prices to stimulate demand? Price Changes 13
14 Price Changes Responding to Pricing Changes Effective Action Responses Reduce price to match competition Maintain price but raise the perceived value through communications Improve quality and increase price Launch a lower-price fighting brand Public Policy and Pricing 14
15 Public Policy and Pricing Pricing Within Channel Levels Price fixing legislation requires sellers to set prices without talking to competitors. Predatory pricing legislation prohibits selling below cost with the intention of punishing a competitor or gaining higher long-term profits by putting competitors out of business. Public Policy and Pricing Pricing Across Channel Levels Robinson-Patman Act prevents unfair price discrimination by ensuring that the seller offer the same price terms to customers at a given level of trade. Price discrimination is allowed if the seller: can prove that costs differ when selling to different retailers manufactures different qualities of the same product for different retailers 15
16 Public Policy and Pricing Pricing Across Channel Levels Retail (or resale) price maintenance is when a manufacturer requires a dealer to charge a specific retail price for its product, which is prohibited by law. Public Policy and Pricing Pricing Across Channel Levels Deceptive pricing occurs when a seller states prices or price savings that mislead consumers or are not actually available to consumers. Bogus reference or comparison prices Scanner fraud and price confusion 16
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