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这是科特勒书上的关于撇脂定价和渗透定价的一段,大家参考参考阿
Maximum market share. Firms such as Texas Instruments choose this objective because they believe that higher sales volume will lead to lower unit costs and higher long-run profit. With this market-penetration pricing, the firms set the lowest price, assuming the market is price sensitive. This is appropriate when (1) the market is highly price sensitive, so a low price stimulates market growth; (2) production and distribution costs fall with accumulated production experience; and (3) a low price discourages competition.
Maximum market skimming. Many companies favor setting high prices to “skim” the market. This objective makes sense under the following conditions: (1) A sufficient number of buyers have a high current demand; (2) the unit costs of producing a small volume are not so high that they cancel the advantage of charging what the traffic will bear; (3) the high initial price does not attract more competitors to the market; and (4) the high price communicates the image of a superior product. ➤ Product-quality leadership. Companies such as Maytag that aim to be product-quality leaders will offer premium products at premium prices. Because they offer top quality plus innovative features that deliver wanted benefits, these firms can charge more. Maytag can charge $800 for its European-style washers—double what most other washers cost—because, as its ads point out, the appliances use less water and electricity and prolong the life of clothing by being less abrasive. Here, Maytag’s strategy is to encourage buyers to trade up to new models before their existing appliances wear out.2
[此贴子已经被作者于2006-8-13 14:12:23编辑过] |