Market-Based Management, 4th edition

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Presentation transcript:

Market-Based Management, 4th edition Market-Based Pricing and Pricing Strategies Chapter Eight

Market-Based Pricing and Pricing Strategies Chapter Eight Market-Based Pricing Vs. Cost-Based Pricing Pricing Strategies and the Product Life Cycle Pricing Metrics Price Elasticity Cross Price Elasticity

Market-Based Pricing What is Market-Based Pricing? What is necessary for firms to engage in Market-Based Pricing? Competitor Intelligence Customer Intelligence

Market-Based Pricing Strategies Skim Pricing Value In-Use Pricing Perceived Value Pricing Segment Pricing Strategic Account Pricing Plus-One Pricing At what stages in the product life cycle (PLC) should these strategies be employed?

Product Life Cycle Pricing Strategies Plus-One Pricing Strategic Acct. Pricing Segment Pricing Market Demand Perceived Value Pricing Value-In-Use Pricing Skim Pricing Time

Cost-Based Pricing What is Cost-Based Pricing?

Cost-Based Pricing Strategies Floor Pricing Cost-Plus Pricing Penetration Pricing Low-Cost Leader Pricing Competitive Bid Pricing Harvest Pricing At what stages in the PLC should these strategies be employed?

Product Life-Cycle Pricing Strategies Competitive Bid Pricing Harvest Pricing Low-Cost Producer Pricing Market Demand Penetration Pricing Cost-Plus Pricing Floor Pricing Time

Pricing Orientation and Pricing Strategies

Pricing Metrics Total Contribution Price and Break-Even Volume Total Contribution = Volume (units) X Margin (per unit) Price and Break-Even Volume Break-Even Volume = Fixed Expenses/Margin per Unit Price and Break-Even Market Share Break-Even Market Share = Break-Even Volume/Market Demand

Forces that Shape Price Elasticity Ease of Customer Switching Product Differentiation Cost of Switching Suppliers Customer Loyalty Ease of Switching Index Supply/Demand Conditions Supply Conditions Demand Conditions Substitutes Supply/Demand Index

Price Elasticity and Performance

Guidelines for Estimating Price Elasticity

Takeaways/Review Importance of Market- Based Pricing Market-Based Pricing Strategies Cost-Based Pricing Strategies Product Life Cycle and Pricing Strategies Pricing Metrics Price Elasticity Forces, Estimation, and Performance

Marketing Performance Tools Sales and Profit Impact of Price Elasticity and Price Change

Marketing Performance Tools Sales and Profit Impact of Price Change with Product Substitutes

Marketing Performance Tools Sales and Profit Impact of Price Change with Product Substitutes

Marketing Performance Tools Sales and Profit Impact of Price Change with Complimentary Products

Marketing Performance Tools Sales and Profit Impact of Price Change with Complimentary Products

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