copyright 2004 mcgraw-hill australia pty ltd ppts t/a marketing: a practical approach 5/e by peter...

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix

Slides prepared by: Joe Rosagrata

10–1

Chapter 10

Pricing Strategies



10–2

Price

• Price is what we pay for what we get! It is the amount of money needed to acquire a product.

• Value is the quantitative measure of the worth of a product in an exchange for something else. So, price is value expressed in money terms.



10–3

Price setting process

Insert Fig 10.1 page 293



10–4

Pricing objectives

• Profit-oriented:– To achieve a target return, or to maximise profits.

• Sales-oriented:– To increase sales volume, or to maintain or increase

market share.

• Status-quo oriented:– To stabilise prices, or to meet competition.



10–5

Factors influencing price setting

• The extent of demand.• Determining the expected price

– Expected price—the price at which customers consciously or unconsciously value a product.

– Inverse demand—the higher the price the greater the unit sales (demand).

• Estimated sales at various prices– Conduct survey of buyer intentions.– Conduct test-market experiments.– Use computerised models.– Get sales estimates from seller.– Sales team forecasting.



10–6

The inverse demand curve

Insert Fig 10.2 page 297



10–7

Price elasticity of demand

• The effect that price change has on the number of units sold and the total revenue.

• Demand is elastic when:– A reduction in price causes an increase in total revenue.– An increase in price causes a decrease in total revenue.

• Demand is inelastic when:– A price cut causes total revenue to decline.– A prise rise causes an increase in total revenue.

– Refer to Figure 10.3, page 298.



10–8

Other parts of the marketing mix

• Product

• Stage of life cycle.• Terms of sale.• The product’s end use.



10–9


• Distribution channels

• Factory pricing for various customer types through intermediaries, e.g. direct to wholesale or direct to customer.

• Direct to customer without intermediaries.



10–10


• Promotion

• Type of channel used.• Promotional responsibilities determine price for

product from supplier.• Local to tie in with national advertising.



10–11

Product cost

• These are various:

– Producer’s cost.– Fixed cost.– Variable cost.– Total cost.– Marginal cost.

• Refer to Figure 10.4, page 302.



10–12

Price-setting methods• Cost-plus—setting price of unit based on total cost

plus desired profit; or• Marginal cost plus desired profit.• Demand-based pricing (goods or services).

– Value-based pricing Includes tangible and intangible attributes. Objective is to determine the level of satisfaction a customer

wants and what price they are prepared to pay for it. Also the price the firm believes a customer will pay.



10–13

Break-even point

• The break-even point (zero profit):

BEP (Units) = Total Fixed Costs ($)

Selling price per unit – average variable cost per unit

BEP (Dollars) = Fixed costs

Contribution margin ratio = Fixed Costs

(Price–variable costs)/ V. costs



10–14

Break-even point (chart)

• Insert Fig 10.6 page 306



10–15

Competition-based pricing

• Firm’s price is influenced by what the competition is charging.

• Pricing to meet competition• Firm finds out what the market price is and, after allowing for

mark-ups and intermediaries, it arrives at its own selling price.

• Pricing below the competition level• Pricing below competition, commonly used by discount

retailers.

• Pricing above competition• Pricing above competition, usually only when the product is

distinctive or the seller has acquired prestige.



10–16

Market entry strategies

• Market skimming pricing—involves setting a relatively high initial price.

• The price is set at the highest possible level that interested consumers will pay for the new product.

• It can help to establish a high-quality image for the new product.



10–17

Market entry strategies

• Market-penetration pricing—a relatively low initial price is set for a new product.

• Usually in order to reach mass markets.

• Also to discourage competition.



10–18

Discounts and allowances

• Quantity discounts• Discounts based on the size of the purchase.

• Trade discounts• Reductions from list price offered to buyers as

payment for the marketing functions that they will perform.



10–19

• Cash discounts

• Deductions given to buyers for paying their bills within a specified time.

• Promotional discounts

• Reductions granted by a seller in payment for promotional services performed by buyers.

Discounts and allowances



10–20

Legal and ethical pricing

• Trade Practices Act 1974 (Cwlth)

• Price discrimination• Section 49 of the Act prohibits discrimination in either price or

non-price terms of trade (including advertising and marketing assistance, allowances, rebates and so on), if this discrimination could substantially injure competition.

• Price fixing• Collusion between competitors to fix or control prices is illegal

under the Act.



10–21


• Re-sale price maintenance• This occurs where the supplier stipulates or

controls the resale price charged by the purchaser.

• Misleading or deceptive pricing• Misleading or deceptive advertising of the price of a

product is illegal under the general prohibition in section 52 of the Trade Practices Act.



10–22


• Freight costs and geographic pricing

• Marketers need to take into account costs involved in shipping goods to buyers.

– Alternatives strategies: Buyer pays freight costs. Seller bears cost of freight. Both parties share freight cost.



10–23


• Point-of-production pricing

• Commonly known as FOB (free on board) and referring to export sales where the seller paid to have goods loaded on board ship and the buyer paid for the cost of freight, ex-factory or factory gate pricing.



10–24


• Uniform-delivered pricing

• The same delivered price is quoted to all buyers regardless of their locations.

• Usually where transport cost is minimal.



10–25


• Zone-delivered pricing• Divides a seller’s market into a limited number of

broad geographic zones, and then a uniform delivered price is set within each zone.

• Freight-absorption pricing• Seller might absorb part of the freight cost to offset

competition.



10–26

Other pricing strategies

• Flexible price strategy– Similar customers might pay a different price when buying

similar quantities.

• Price lining– Involves selecting a limited number of prices at which a

business will set related products.

• Odd-pricing (psychological pricing)– A strategy used by retailers for setting prices at uneven

(or odd) amounts, e.g. $2.99 instead of $3.00.



10–27

Other pricing strategies

• Loss-leader pricing• A promotional pricing strategy where the seller

sets a very low price, at cost or below cost, to attract customers.

• RRP (recommended retail price)• Manufacturer recommends a price to seller to

assist in maintaining brand equity / image.• Changing price• Firm may choose to change price depending

on varying circumstances.

copyright 2004 mcgraw-hill australia pty ltd ppts t/a marketing: a practical approach 5/e by peter...

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