chapter 10: price and deliver the value offering part 4: price and deliver the value offering...
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CHAPTER 10:PRICE AND DELIVER THE VALUE OFFERING
Part 4: Price and Deliver the Value OfferingMcGraw-Hill Education
Copyright © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
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LEARNING OBJECTIVES
Understand the integral role of price as a core component of value
Explore different pricing objectives and related strategies
Identify pricing tactics
Describe approaches to setting the exact price
Determine discounts and allowances to offer to channel members
Understand how to execute price changes
Examine legal considerations in pricing
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PRICE IS A CORE COMPONENT OF VALUE Value is a ratio of the bundle of benefits a
customer receives from an offering compared to the costs incurred by the customer in acquiring that bundle of benefits.
Price – or more specifically the customer’s perception of the offering’s pricing – is a key determinant of perceived value.
Developing pricing strategy implies looking at branding and product decisions, service approaches, supply chain, and marketing communication.
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Elements of Managing Pricing DecisionsEXHIBIT
10.1
Establish Pricing Objectives and Related Strategies
Select Pricing Tactics
Set the Exact Price
Determine ChannelDiscounts and Allowances
Execute PriceChanges
Understand Legal Considerations in Pricing
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ESTABLISH PRICING OBJECTIVES AND RELATED STRATEGIES
Pricing objectives are the desired or expected result associated with a pricing strategy.
Pricing objectives must be consistent with other marketing-related objectives as well as with the firm’s overall objectives for doing business.
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ESTABLISH PRICING OBJECTIVES AND RELATED STRATEGIES
Penetration Pricing Used to gain maximum market share Price sensitive customers Firm’s internal efficiencies lead to cost
advantages which allows lower price Sometimes used for new product
introduction Be careful with penetration pricing
Price influences customer perception of quality
Customers prefer lowering price, not raising it
Changing price confuses positioning and brand image
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ESTABLISH PRICING OBJECTIVES AND RELATED STRATEGIES
Price Skimming Initial high price indicates a strong price-
quality relationship Used by firms with first-mover advantage
with high level of panache and exclusivity Electronics Pharmaceuticals
Used effectively in niche markets with few competitors
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ESTABLISH PRICING OBJECTIVES AND RELATED STRATEGIES
Profit Maximization and Target ROI Bottom-line profit is set and then price to meet
the target profit Price Elasticity Of Demand
Will consumers buy at the target ROI price?
Competitor-Based Pricing At the competitor’s price or slightly above or
below Price war occur when one competitor tries to
gain sales and net market share Stability pricing is a neutral set point that
doesn’t irk competitors or endanger the value proposition
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ESTABLISH PRICING OBJECTIVES AND RELATED STRATEGIES
Value Pricing Value pricing overtly attempts to take into
account the role of price as it reflects the bundle of benefits sought by the customer.
Considers the whole deliverable and all sources of differential advantage—image, service, product quality, personnel, innovation—that create customer benefit Toyota and Honda cars cost more initially but
last long, need fewer repairs, are more fuel efficient, and have strong resale value.
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Generic Price-Quality Positioning MapEXHIBIT 10.3
FeasiblePositions
FeasiblePosition
s
FeasiblePosition
s
High Price
Low Price
Low Quality High Quality
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Tactical Pricing ApproachesEXHIBIT 10.4
Auction Pricing
EDLP and
High/Low
Pricing
One-Price and
Variable Pricing
Odd/Even
Pricing
Prestige Pricing
Reference
Pricing
Price Bundlin
g
CaptivePricing
ProductLine
Pricing
Pricing
Tactics
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SELECT PRICING TACTICS
Product Line Pricing
Price points reflect different benefits at different prices
Hotel rooms, autos, appliances or different brands like Ritz-Carlton, Marriott, Fairfield Inn, Courtyard
Captive Pricing
Complementary pricing or “razors and blades” like printers and ink cartridges
In the service sector may be called two-part pricing for firms that charge a monthly fee and then bills for specific services like a gym membership and personal trainer fees
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SELECT PRICING TACTICS
Price Bundling allows customers to buy a package deal at a lower price than if items bought separately
Cable TV, land line phone service, internet
Reference Pricing gives the buyer a comparative price
Store brands on the shelf next to national brands
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SELECT PRICING TACTICS
Prestige Pricing
Higher that the competition like luxury goods or ultra-premium products
Odd/Even Pricing
No even numbers. Examples: $1.98 or $1.99
Developed before sales tax and credit cards to bolster cash register security and reduce employee theft
Today is a key element in psychological pricing
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SELECT PRICING TACTICS
One-Price Strategy and Variable Pricing With one-price, there is no bargaining.
Everyone pays the same for most goods in the U.S.
Variable pricing allows for haggling and is more common around the world
Everyday Low Pricing (EDLP) and High/Low Pricing EDLP reduces investment in promotion High/Low uses heavy promotional pricing
and customers wait for the best price Auction Pricing reflects demand. Ex.
eBay
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SET THE EXACT PRICE
Cost-Plus Pricing/Markup on Cost
Markup on Sales Price
Average-Cost Pricing
Target Return Pricing
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DETERMINE CHANNEL DISCOUNTS AND ALLOWANCES
Discounts are direct, immediate reductions in price provided to purchasers.
Allowances remit monies to purchasers after the fact.
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DETERMINE CHANNEL DISCOUNTS AND ALLOWANCES
Cash Discounts
Trade Discounts
Quantity Discounts
Seasonal Discounts
Promotional Allowances
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DETERMINE CHANNEL DISCOUNTS AND ALLOWANCES
Geographic Aspects of Pricing
FOB Pricing
Uniform Delivered Pricing
Zone Pricing
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EXECUTE PRICE CHANGES
A change in an offering’s price – either up or down – can dramatically impact the effectiveness of the overall marketing mix variables in reflecting your offering’s positioning in the eyes of customers.
Just Noticeable Difference (JND) The amount of price increase that can be
taken without affecting customer demand
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UNDERSTAND LEGAL CONSIDERATIONS IN PRICING
Price Fixing
Price Discriminati
on
Deceptive Pricing
Predatory Pricing
Fair Trade and Minimum Markup Laws
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