manajemen pemasaran_pricing strategy

8/7/2019 Manajemen Pemasaran_pricing Strategy

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STRATEGIES &

PROGRAMS


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UNDERSTANDING

PRICING Price has operated as themajor determinant of buyerchoice, especially in poorer

nations, and with commodity-type products Although non-price factors

have become more importantin recent decades, price still

remains one of the mostimportant elementsdetermining market share andprofitability


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CONSUMERPSYCHOLOGY &PRICING Consumers often actively process

price information, interpretingprices in terms of their knowledge

from prior purchasing experience,formal communications, informalcommunications, and point-of-purchase or online resources

Purchase decisions are based on

how consumers perceive pricesand what they consider to be thecurrent actual price, not themarketers stated price


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REFERENCEPRICES When examining products,

consumers often employ

reference prices

In considering an observed price,consumers often compare it to an

internal reference price or an

external frame of reference


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PRICE-QUALITY

INFERENCES Many consumers use price as an

indicator of quality

When alternative information about

true quality is available, price

becomes a less significant indicator

of quality. However, when the

information is not available, price acts

as a signal of quality


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Price Endings

Many Sellers believe prices shouldend in an odd number

Customer tend to process prices ina left-to-right manner rather thanby rounding

Number 9 : convey the notion of

discount or bargain Number 0 & 5 : to be easier for

customers to process and retrievefrom memory


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PROCEDURES IN SETTINGPRICING STRATEGY

SELECTING THE PRICING

OBJECTIVE

DETERMINING DEMAND

ESTIMATING COSTS

ANALYZING COMPETITORS

COSTS, PRICES, AND OFFERS

SELECTING PRICING METHODS SELECTING THE PRICE


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SELECTING THEPRICE OBJECTIVE SURVIVAL

MAXIMUM CURRENT PROFIT

MAXIMUM MARKET SHARE MAXIMUM MARKET SKIMMING

PRODUCT-QUALITY LEADERSHIP

OTHER OBJECTIVE


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Marketing Objectives that AffectMarketing Objectives that AffectPricing DecisionsPricing Decisions

Marketing

Objectives

SurvivalLow Prices to Cover Variable Costs andSome Fixed Costs to Stay in Business.

Current Profit Maximization

Choose the Price that Produces theMaximum Current Profit, Cash Flow or ROI.

Market Share LeadershipLow as Possible Prices to Become

the Market Share Leader.

Product Quality LeadershipHigh Prices to Cover Higher

Performance Quality

Maximum Market Skimming

Setting a High Price for a New Product to

Maximize Revenues from the Target Market.


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Determining Demand

Price

Quantity Demanded per Period

A. Inelastic Demand -

Demand Hardly ChangesWitha Small Change in Price.

P2

P1

Q1

Q2

Pric

e

Quantity Demanded per Period

P2

P1

Q1

Q2

B. Elastic Demand -Demand Changes Greatly Witha Small Change in Price.


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Types of Cost Factorsthat

Affect Pricing DecisionsTotal Costs

Sum of the Fixed and Variable Costs for a GivenLevel of Production

Fixed Costs(Overhead)

Costs that dontvary with sales orproduction levels.

Executive SalariesRent

Variable Costs

Costs that do varydirectly with the

level of production.

Raw materials

t


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espon ng toCompetitor PriceChanges- Example

Has competitorcut his price?

Is the pricelikely to

significantlyhurt our sales?

By less than 2%

Include acents-off coupon

for the nextpurchase

NoHold our price

at present level;continue to watch

competitorsprice

Is it likely to bea permanent

price cut?

How much hashis price been

cut?

By more than 4%

Drop price tocompetitors

price

By 2-4%

Drop price byhalf of the

competitorsprice cut

Yes

YesYes

No No


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SELECTING APRICING METHOD MARKUP PRICING

TARGET RETURN PRICING

PERCEIVED VALUE PRICING VALUE PRICING

GOING RATE PRICING

AUCTION TYPE PRICING


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Selecting the

final Price Impact of other marketing

activities

Company pricing policies Gain and risk sharing pricing

Impact of price on other

parties


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ADAPTING THE PRICE GEOGRAPHICAL PRICING

PRICE DISCOUNTS &

ALLOWANCES

PROMOTIONAL PRICING

DIFFERENTIATED PRICING

manajemen pemasaran_pricing strategy

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