Download Kotler Keller 14

14
Developing Pricing
Strategies and Programs
Marketing Management, 13th ed
Chapter Questions
• How do consumers process and evaluate
prices?
• How should a company set prices initially for
products or services?
• How should a company adapt prices to meet
varying circumstances and opportunities?
• When should a company initiate a price
change?
• How should a company respond to a
competitor’s price challenge?
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Gillette Commands a
Price Premium
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Synonyms for Price
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Rent
Tuition
Fee
Fare
Rate
Toll
Premium
Honorarium
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Special assessment
Bribe
Dues
Salary
Commission
Wage
Tax
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Common Pricing Mistakes
• Determine costs and take traditional industry
margins
• Failure to revise price to capitalize on market
changes
• Setting price independently of the rest of the
marketing mix
• Failure to vary price by product item, market
segment, distribution channels, and
purchase occasion
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Consumer Psychology
and Pricing
Reference Prices
Price-quality inferences
Price endings
Price cues
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Table 14.1 Possible Consumer
Reference Prices
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“Fair price”
Typical price
Last price paid
Upper-bound price
• Lower-bound price
• Competitor prices
• Expected future
price
• Usual discounted
price
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Table 14.2 Consumer Perceptions vs.
Reality for Cars
Overvalued Brands
• Land Rover
• Kia
• Volkswagen
• Volvo
• Mercedes
Undervalued Brands
• Mercury
• Infiniti
• Buick
• Lincoln
• Chrysler
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Tiffany’s
Price-Quality Relationship
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Price Cues
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“Left to right” pricing ($299 vs. $300)
Odd number discount perceptions
Even number value perceptions
Ending prices with 0 or 5
“Sale” written next to price
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When to Use Price Cues
• Customers
purchase item
infrequently
• Customers are new
• Product designs
vary over time
• Prices vary
seasonally
• Quality or sizes vary
across stores
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Steps in Setting Price
Select the price objective
Determine demand
Estimate costs
Analyze competitor price mix
Select pricing method
Select final price
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Step 1: Selecting the Pricing Objective
• Survival
• Maximum current
profit
• Maximum market
share
• Maximum market
skimming
• Product-quality
leadership
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Step 2: Determining Demand
Price Sensitivity
Estimating
Demand Curves
Price Elasticity
of Demand
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Figure 14.2 Inelastic
and Elastic Demand
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Table 14.3 Factors Leading to Less
Price Sensitivity
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The product is more distinctive
Buyers are less aware of substitutes
Buyers cannot easily compare the quality of substitutes
The expenditure is a smaller part of buyer’s total income
The expenditure is small compared to the total cost of
the end product
Part of the cost is paid by another party
The product is used with previously purchased assets
The product is assumed to have high quality and
prestige
Buyers cannot store the product
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Step 3: Estimating Costs
Types of Costs
Accumulated
Production
Activity-Based
Cost Accounting
Target Costing
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Cost Terms and Production
•
•
•
•
•
Fixed costs
Variable costs
Total costs
Average cost
Cost at different
levels of
production
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Figure 14.4 Cost per Unit as a
Function of Accumulated Production
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9 Lives Uses Target Costing
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Step 5: Selecting a Pricing Method
• Markup pricing
• Target-return pricing
• Perceived-value
pricing
• Value pricing
• Going-rate pricing
• Auction-type pricing
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Figure 14.6 Break-Even Chart
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Auction-Type Pricing
English auctions
Dutch auctions
Sealed-bid auctions
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Step 6: Selecting the Final Price
• Impact of other
marketing activities
• Company pricing
policies
• Gain-and-risk sharing
pricing
• Impact of price on
other parties
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Price-Adaptation Strategies
Geographical Pricing
Discounts/Allowances
Promotional Pricing
Differentiated Pricing
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Price-Adaptation Strategies
Countertrade
• Barter
• Compensation deal
• Buyback
arrangement
• Offset
Discounts/ Allowances
• Cash discount
• Quantity discount
• Functional discount
• Seasonal discount
• Allowance
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Promotional Pricing Tactics
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Loss-leader pricing
Special-event pricing
Cash rebates
Low-interest financing
Longer payment terms
Warranties and service
contracts
• Psychological
discounting
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Differentiated Pricing
• Customer-segment
pricing
• Product-form pricing
• Image pricing
• Channel pricing
• Location pricing
• Time pricing
• Yield pricing
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Table 14.6 Profits Before and After a
Price Increase
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Increasing Prices
Delayed quotation pricing
Escalator clauses
Unbundling
Reduction of discounts
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Brand Leader Responses to
Competitive Price Cuts
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Maintain price
Maintain price and add value
Reduce price
Increase price and improve quality
Launch a low-price fighter line
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Marketing Debate
 Is the right price a fair price?
Take a position:
1. Prices should reflect the value that
consumers are willing to pay.
or
2. Prices should primarily just reflect the cost
involved in making a product.
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Marketing Discussion
 Think of all the pricing methods
described in the chapter.
 As a consumer, which pricing method
do you personally prefer to deal with?
 Why?
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