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1、價格策略院系經(jīng)濟(jì)與管理學(xué)院專業(yè)市場營銷班級學(xué)號2009040805013姓名指導(dǎo)教師職稱負(fù)責(zé)教師沈陽航空航天大學(xué)2013年6月Allfor-profitorganizationsandmanynonprofitorganizationssetpricesontheirgoodsorservices.Whetherthepriceiscalledrent(foranapartment),tuition(foreducation),fare(tortravel),orinterest(forborrowedmoney),theconceptisthesame.Throughoutm
2、ostofhistory,pricesweresetbynegotiationbetweenbuyersandsellers.Settingonepriceforallbuyersarosewiththedevelopmentoflarge-scaleretailingattheendofthenineteenthcentury,whenWoolworth'sandotherstoresfolloweda"strictlyonc-priccpolicy"becausetheycarriedsomanyitemsandhadsomanyemployees.Now,100years
3、later,technologyistakingusbacktoaneraofnegotiatedpricing.TheInternet,corporatenetworks,andwirelesssetupsarelinkingpeople,machines,andcompaniesaroundtheglobe,connectingsellersandbuyersasneverbefore.WebsiteslikeCompare.NetandPriceScan.comallowbuyerstocompareproductsandpricesquicklyandeasily.On
4、-lineauctionsiteslikeeBay.comandOnsale.commakeiteasyforbuyersandsellerstonegotiatepricesonthousandsofitems.Atthesametime,newtechnologiesareallowingsellerstocollectdetaileddataaboutcustomersbuyinghabits,preferences—venspendinglimits—sotheycantailortheirproductsandprices.1Intheentiremarketing
5、mix,priceistheoneelementthatproducesrevenue;theothersproducecosts.Priceisalsooneofthemostflexibleelements:Itcanbechangedquickly,unlikeproductfeaturesandchannelcommitments.Althoughpricecompetitionisamajorproblemfacingcompanies,manydonothandlepricingwell.Themostcommonmistakesarethese:Pricingi
6、stoocost-oriented;priceisnotrevisedoftenenoughtocapitalizeonmarketchanges;priceissetindependentoftherestofthemarketingmixratherthanasanintrinsicelementofmarket-positioningstrategy;andpriceisnotvariedenoughfordifferentproductitems,marketsegments,andpurchaseoccasions.215DesigningPricingStrateg
7、iesandProgramsWewilladdressthefollowingquestions:■Howshouldacompanypriceanewgoodorservice?■Howshouldthepricebeadaptedtomeetvaryingcircumstancesandopportunities?■Whenshouldthecompanyinitiateapricechange,andhowshoulditrespondtocompetitivepricechanges