www.mhhe.com/fourps chapter eighteen for use only with perreault/cannon/mccarthy or...
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www.mhhe.com/fourps
CHAPTER EIGHTEENCHAPTER EIGHTEEN
For use only withPerreault/Cannon/McCarthy or Perreault/McCarthy texts.© 2008 McGraw-Hill Companies, Inc.McGraw-Hill/Irwin
Price Setting in the Business World Price Setting in the Business World
When we finish this lecture you should
1. Understand how most wholesalers and retailers set their prices by using markups.
2. Understand why turnover is so important in pricing.
3. Understand the advantages and disadvantages of average-cost pricing.
4. Know how to use break-even analysis to evaluate possible prices.
When we finish this lecture you should
5. Understand the advantages of marginal analysis and how to use it for price setting.
6. Understand the various factors that influence customer price sensitivity.
7. Know the many ways that price setters use demand estimates in their pricing.
8. Understand how bid pricing and negotiated prices work.
Marketing Strategy Planning Process
Price Setting and Strategy Planning (Exhibit 18-1)
CH 18: Price Setting in the Business World
CH 17: Pricing CH 17: Pricing Objectives and Objectives and PoliciesPolicies
Cost-oriented price Cost-oriented price setting approachessetting approaches
Demand-oriented price Demand-oriented price setting approachessetting approaches
Other price-setting Other price-setting issuesissues
Some Firms Just Use Markups (Exhibit 18-2)
It costs a producer of coffee makers $44 to
make each one. The producer charges wholesale
distributors $55 for each coffee maker purchased.
The producer’s markup in dollars is ________, and
in percentage terms, is ________.
A. $99; 44%.
B. $11; 20%.
C. $11; 25%.
D. $99; 20%
E. $55; 25%.
Checking your knowledge
A retailer charged $300 for a man’s suit after
getting it from the wholesaler for $150. The
retailer’s markup percentage is:
A. 33%.
B. 100%.
C. 133%.
D. 50%.
E. Cannot be determined from the information
provided.
Checking your knowledge
High Markups Don’t Always Mean Big Profits
Average Cost Pricing Is Common and Can Be Dangerous (Exhibit 18-3)
Total Fixed Cost
Total Fixed Cost
Total Fixed Cost
Total Fixed Cost
AverageFixed Cost
AverageFixed CostAverage
Fixed Cost
Average CostAverage CostAverage Cost
Total CostTotal CostTotal Cost
Total Variable Cost
Total Variable Cost
Total Variable Cost
Average Variable Cost
Average Variable Cost
The Marketing Manager Must Consider Various Kinds of Costs
Average Fixed Cost in Action
An Example Shows Cost Relations (Exhibit 18-4)
Target Return Pricing
Target Return Pricing
Target Return Pricing
Target Return Pricing
Long-Run Target Return
Pricing
Long-Run Target Return
Pricing
Some Firms Add a Target Return to Cost
Break-Even Analysis Can Evaluate Possible Prices (Exhibit 18-8)
© 2008 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Interactive Exercise: Break-Even Analysis
A company has total fixed cost of $500,000. Its per
unit variable cost is $5.00, and its price per unit is
$10.00. What is the break-even point in sales
dollars?
A. $100,000.
B. $2,500,000.
C. $1,000,000.
D. $33,000.
E. Cannot be determined from the information provided
Checking your knowledge
Marginal Analysis Considers Both Costs and Demand (Exhibit 18-9)
© 2008 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Interactive Exercise: Cost and Demand
Profit Maximization with Total Revenue and Total Cost Curves (Exhibit 18-10)
Demand-Oriented Approaches for Setting Prices
© 2008 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Focusing on Cost and Demand
Types ofDemand-Oriented
Pricing
Types ofDemand-Oriented
Pricing
Value-in-UseValue-in-UseValue-in-UseValue-in-Use
AuctionsAuctionsAuctionsAuctions
Sequential ReductionsSequential ReductionsSequential ReductionsSequential Reductions
ReferenceReferenceReferenceReference
Leader & Bait
Leader & Bait
More Demand-Oriented Methods
Types ofDemand-Oriented
Pricing
Types ofDemand-Oriented
Pricing
Demand-BackwardDemand-Backward
Price LiningPrice LiningPrice LiningPrice Lining
Odd-EvenOdd-EvenOdd-EvenOdd-Even
PsychologicalPsychologicalPsychologicalPsychological
Value-in-UseValue-in-Use
AuctionsAuctions
Sequential ReductionsSequential Reductions
ReferenceReference
Leader & Bait
Leader & Bait
PrestigePrestige
Demand-BackwardDemand-Backward
More Demand-Oriented Methods
Market-OrientedMarket-OrientedMarket-OrientedMarket-Oriented
Firm-Oriented
Firm-Oriented
Firm-Oriented
Firm-Oriented
Costs Are ComplicatedCosts Are
ComplicatedCosts Are
ComplicatedCosts Are
Complicated
Full-Line PricingFull-Line PricingFull-Line PricingFull-Line Pricing
Complementary Product Pricing
Complementary Product Pricing
Pricing a Full Line
© 2008 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Product-Bundle Pricing
Leonard Stevens, a senior citizen living in Florida,
says that he always buys the highest-priced
product in a given product category. “You get what
you pay for,” he says. Leonard would appear to be
a good target for:
A. prestige pricing.
B. price fixing.
C. price lining.
D. odd-even pricing.
E. value-in-use pricing
Checking your knowledge
A store advertised a special sale on new, commercial quality sewing machines and offered an exceptionally low price. Jasmine Tetreault, who loved to sew, went to the store to purchase one of the machines. When she got there, the salesperson used high-pressure tactics to try and get her to buy a higher-priced model. When Jasmine insisted on looking at the advertised machine, the salesperson said that the advertised machine was not in stock. Jasmine left the store, concluding that the store was engaged in:
A. leader pricing.B. value-in-use pricing.C. price lining. D. odd-even pricing.E. bait pricing.
Checking your knowledge
New Prices for Every JobNew Prices
for Every JobNew Prices
for Every JobNew Prices
for Every Job
Ethical IssuesEthical IssuesEthical IssuesEthical Issues
Consider DemandConsider DemandConsider DemandConsider Demand
Negotiated PricesNegotiated Prices
Bid Pricing and Negotiated Pricing Depend Heavily on Costs
You now
1. Understand how most wholesalers and retailers set their prices by using markups.
2. Understand why turnover is so important in pricing.
3. Understand the advantages and disadvantages of average-cost pricing.
4. Know how to use break-even analysis to evaluate possible prices.
You now
5. Understand the advantages of marginal analysis and how to use it for price setting.
6. Understand the various factors that influence customer price sensitivity.
7. Know the many ways that price setters use demand estimates in their pricing.
8. Understand how bid pricing and negotiated prices work.
Key Terms
• Markup
• Markup (percent)
• Markup chain
• Stockturn rate
• Average-cost pricing
• Total fixed cost
• Total variable cost
• Total cost
• Average cost (per unit)
• Average fixed cost (per unit)
• Average variable cost (per unit)
• Target return pricing
• Long-run target return pricing
• Break-even analysis
• Break-even point (BEP)
• Fixed-cost (FC) contribution per unit
Key Terms
• Marginal analysis
• Marginal revenue
• Marginal cost
• Rule for maximizing profit
• Marginal profit
• Price leader
• Value-in-use pricing
• Reference price
• Leader pricing
• Bait pricing
• Psychological pricing
• Odd-even pricing
• Price lining
• Demand-backward pricing
• Prestige pricing
• Full-line pricing
• Complementary product pricing
• Product-bundle pricing
• Bid pricing
• Negotiated price