2 costPlus Pricing Target Profit Pricing GoodValue Pricing

大綱 • • 2 定價目的 定價考慮因素 – 生產成本 • cost-Plus Pricing • Target Profit Pricing – 消費者認知之價值 • Good-Value Pricing • Value-added Pricing – 其他因素 • 行銷策略 • 市場需求 • 競爭者策略 • 經濟環境、法規 • 定價策略 – 新產品 – 產品線、組合 • 價格調整策略 – – – – • • discount and allowances pricing segmented pricing psychological pricing geographical pricing promotional pricing dynamic pricing international pricing 價格變動之反應 公共議題

資料來源：Kolter, P. and G. Armstrong. Principles of Marketing, 13 th edition, Pearson Education Inc. p. 315 5

資料來源：Kolter, P. and G. Armstrong. Principles of Marketing, 13 th edition, Pearson Education Inc. p. 320 7

定低價位進入市場以迅速提高市場佔有率，進而持續降低平 均生產成本，及持續降價 8 資料來源：Kolter, P. and G. Armstrong. Principles of Marketing, 13 th edition, Pearson Education Inc. p. 321

資料來源：Kolter, P. and G. Armstrong. Principles of Marketing, 13 th edition, Pearson Education Inc. p. 322 12

價值基礎定價 • 消費者導向 – 參考價格 (reference price) – 價格與品質關連 (price-quality inferences) : 不同銷售地 點 (裝潢、服務)，不同價格 – 價格尾數 • 超值定價 (good-value pricing) – Everyday low pricing (EDLP) – affordable luxuries • 附加價值定價 (value-added pricing) 13

其他因素定價 - 1 • 目標成本 (target costing) – 由理想價位反推成本 (包含行銷費用) • Bang & Olufsen • Ferraris are anything but cheap. • Curvee du Cent Cinquantenaire (Hard to find, impossible to pronounce, and prohibitively expensive) • Titus Cycles 14

彈性小商品，價格提高，營業額提高 彈性大商品，降低價格，提高營業額 16 資料來源：Kolter, P. and G. Armstrong. Principles of Marketing, 13 th edition, Pearson Education Inc. p. 327

價格調整策略 - 1 • 折扣 (discount) – 現金折扣 – 數量折扣 – 季節折扣 – 通路商折扣 (functional / trade discount) • 折讓 (allowances, trade-in, promotional) 21

價格調整策略 - 4 • 促銷定價 (promotional pricing) – loss-leader pricing, 每日特價品 – special event pricing, 開學季 – special customer pricing – low-interest financing – longer payment terms – warranties and service contracts – psychological discounting 24

價格調整策略 - 5 • 地理定價 (geographical pricing) – 離岸價格 (FOB-origin pricing) – uniform-delivered pricing – zone pricing – basing-point pricing – freight-absorption pricing • 農產品運費 25

價格調整策略 - 6 • Dynamic pricing – Internet • International pricing – exchange rate 26

29 資料來源：Kolter, P. and G. Armstrong. Principles of Marketing, 13 th edition, Pearson Education Inc. p. 350

公共議題 • Price-fixing: sellers must set prices without talking to competitors ( 聯合哄抬物價) • Predatory pricing: sellers set prices below cost with the intention of punishing a competitor or gaining higher long-run profits by putting competitors out of business • Deceptive pricing: scanner fraud, price confusion • pricing across channel levels: – price discrimination: sellers offer the same price terms to customers at a given level of trade – retail price maintenance: a manufacturer cannot require dealers to charge a specified retail price for its product 30

版權聲明 頁碼 5 7 8 31 作品 版權圖示 來源 / 作者 Kolter, P. and G. Armstrong. Principles of Marketing, 13 th edition, Pearson Education Inc. p. 315 依據著作權法第 46、52、65條合理使用。 Kolter, P. and G. Armstrong. Principles of Marketing, 13 th edition, Pearson Education Inc. p. 320 依據著作權法第 46、52、65條合理使用。 Kolter, P. and G. Armstrong. Principles of Marketing, 13 th edition, Pearson Education Inc. p. 321 依據著作權法第 46、52、65條合理使用。

版權聲明 頁碼 12 16 29 32 作品 版權圖示 來源 / 作者 Kolter, P. and G. Armstrong. Principles of Marketing, 13 th edition, Pearson Education Inc. p. 322 依據著作權法第 46、52、65條合理使用。 Kolter, P. and G. Armstrong. Principles of Marketing, 13 th edition, Pearson Education Inc. p. 327 依據著作權法第 46、52、65條合理使用。 Kolter, P. and G. Armstrong. Principles of Marketing, 13 th edition, Pearson Education Inc. p. 350 依據著作權法第 46、52、65條合理使用。