1. DASAR-DASAR PEMASARAN
MINGGU KE XI
DASAR-DASAR PEMASARAN
Pokok Bahasan:
Pertimbangan dan Metode Penetapan Harga
Tujuan Instruksional Khusus:
Menjelaskan faktor-faktor yang dipertimbangkan dalam penetapan harga
Metode-metode penetapan harga
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2. Pricing Products: Pricing Considerations and Approaches
Chapter 11
Pricing Products:
Pricing Considerations and Approaches
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3. Price
Price is the sum of all the values that consumers exchange for the benefits of having or using the product or service.
Price has been the major factor affecting buyer choice; nonprice factors have become increasingly important in buyer-choice behavior.
Price is the only element in the marketing mix that produces revenues; all others represent costs.
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4. DYMAMIC PRICING
Charging different prices depending on individual customers and situations
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5. Factors Affecting Price Decisions ( Fig. 10.1)
External Factors
Nature of the market
and demand
Competition
Other environmental
factors (economy,
resellers, government)
Internal Factors
Marketing Objectives
Marketing Mix Strategy
Costs
Organizational
considerations
Pricing
Decisions
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6. Internal Factors Affecting Pricing Decisions: Marketing Objectives
Survival
Low Prices to Cover Variable Costs andSome Fixed Costs to Stay in Business.
Current Profit Maximization Choose the Price that Produces the Maximum Current Profit, Etc.
Marketing
Objectives
Market Share Leadership
Low as Possible Prices to Become
the Market Share Leader.
Product Quality Leadership
High Prices to Cover Higher
Performance Quality and R & D.
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7. Internal Factors Affecting Pricing Decisions: Marketing Objectives
Other specific objectives include:
Set prices low to prevent competition from entering the market,
Prices might be reduced temporarily to create excitement or draw more customers.
Nonprofit and public organization may have other pricing objectives such as:
University aims for partial cost recovery,
Hospital may aim for full cost recovery,
Theater may price to fill maximum number of seats.
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8. Internal Factors Affecting Pricing Decisions: Marketing Mix
Customers Seek Products that Give Them the Best
Value in Terms of Benefits Received for the Price Paid.
Product Design
Nonprice
Positions
Price
Distribution
Promotion
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9. Types of Cost Factors that Affect Pricing Decisions
Fixed Costs
(Overhead)
Costs that don’t
vary with sales or
production levels.
Executive Salaries, Rent
Variable Costs
Costs that do vary
directly with the
level of production.
Raw materials
Total Costs
Sum of the Fixed and Variable Costs for a Given
Level of Production
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10. External Factors Affecting Pricing Decisions
Market and
Demand
External Factors Affecting Pricing Decisions
Competitors’ Costs,
Prices, and Offers
Other External Factors
Economic Conditions
Reseller Needs
Government Actions
Social Concerns
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11. Market and Demand Factors Affecting Pricing Decisions
Pricing in Different Types of Markets
Pure Monopoly
Single Seller
Pure Competition
Many Buyers and Sellers
Who Have Little
Effect on the Price
Oligopolistic
Competition
Few Sellers Who Are
Sensitive to Each Other’s
Pricing/ Marketing
Strategies
Monopolistic
Competition
Many Buyers and Sellers
Who Trade Over a
Range of Prices
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12. Major Considerations in Setting Price (Fig. 10.5)
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13. Simplest Pricing Method Ignores Current Demand & Competition
Cost-Based Pricing
Certainty About Costs
Simplest Pricing Method
Pricing is Simplified
Cost-Plus Pricing is an Approach That Adds a Standard Markup to the Cost of the Product.
Price Competition Is Minimized
Ignores Current Demand & Competition
Much Fairer to Buyers & Sellers
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14. Cost-Based Versus Value-Based Pricing (Fig. 10.7)
Product
Cost
Price
Value
Customers
Customer
Cost-Based Pricing
Value-Based Pricing
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15. Competition-Based Pricing
Setting Prices
Competition-Based Pricing
Going-Rate
Company Sets Prices Based on What
Competitors Are Charging.
Sealed-Bid
Company Sets Prices Based on
What They Think Competitors
Will Charge. ? ?
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