Pricing Considerations and Strategies: Manajemen Pemasaran Departemen Manajemen FEM
Pricing Considerations and Strategies: Manajemen Pemasaran Departemen Manajemen FEM
Pricing Considerations and Strategies: Manajemen Pemasaran Departemen Manajemen FEM
PRICING
CONSIDERATIONS AND
STRATEGIES
Manajemen Pemasaran
Departemen Manajemen
FEM
BOGOR AGRICULTURAL UNIVERSITY (IPB), INDONESIA
www.ipb.ac.id
What is a Price?
Marketing Objectives:
Costs:
Fixed Costs:
Costs
level.
Variable Costs:
Costs
Organizational Considerations:
Oligopolistic Competition:
Few sellers who are
sensitive to each others
pricing/marketing strategies
Pure Monopoly:
Market consists of a
single seller
Demand Curve
A curve that
shows the
number of units
the market will
buy in a given
time period, at
different prices
that might be
charged.
Cost-Plus Pricing
Break-Even Chart
Value-Based Pricing
Perceived Value
A less
expensive
piano might
play well, but
would it take
you places your
have never
been before?
Competition-Based Pricing
Going-Rate Pricing:
Sealed-Bid Pricing:
MarketSkimming
When to use:
Market Penetration
When to use:
Competitors prices
Optional-Product
Captive-Product
Pricing Strategies
By-Product Pricing:
Setting a price for by-products in order to make the main
products price more competitive (e.g., sawdust and
Zoo Doo)
Allowances
Cash
Trade-In
Quantity
Promotional
Functional
Seasonal
Segmented Pricing
Customer-segment
Product-form
Location pricing
Time pricing
Psychological Pricing
Considers the psychology
Promotional Pricing
Temporarily pricing products below list price and
sometimes even below cost to create buying
excitement and urgency.
Approaches:
Low-Interest Financing
Longer Warranties
Free Maintenance
Discounts
Loss Leaders
Special-Event Pricing
Cash Rebates
Promotional Pricing
Geographical Pricing
FOB-origin pricing
Uniform-delivered
pricing
Zone pricing
Basing-point
pricing
Freight-absorption
pricing
International Pricing
Price depends on
many factors,
including:
Economic conditions
Competitive
situations
Laws and
regulations
Development of the
wholesaling and
retailing system
Costs
Price
Increases
Excess Capacity
Cost Inflation
Falling Market
Share
Overdemand:
Cannot Supply
All Customers
Needs
Dominate Market
Through Lower
Costs