Marketing Management Study Notes

Marketing Management Study Notes

Pricing

Cost: fixed cost (one-time investment), variable cost (increased cost of producing one more piece)

• 渗透定价法: Low price enters the market fixed rate: Commodity retail price/cost price turnover rate: Fast inventory turnover, low inventory level, strong liquidity, inventory conversion

• 撇脂定价法: Also known as high price method, opposite to penetration pricing method

• 组合定价法: Price anchor point, second-stage charges. The combined pricing method is a comprehensive application of basic business logic such as consumer psychology such as price anchors and second-stage charging.

  For example, common examples are McDonald’s packages, as well as China Mobile, China Unicom’s packages, barbecue shops are cheap, beer is expensive, etc.

• 产品线定价: For example, TVs and mobile phones are divided into multiple models and sizes, and then divided into low-profile, medium-profile, and high-profile. There are also clothing, magazines, and members.

• 价格歧视定价: As large as each country and region, as small as families and personal circumstances, there is no absolute uniformity in prices for consumers. In addition to first-level price discrimination, "second-level price discrimination" and "third-level price discrimination" are more common-even more levels of price discrimination. Sometimes buying a lot of it does not mean it is cheap.

  For example, coupons, memberships, are to filter some people who have a low time cost or are price-sensitive. For the rich, time is very valuable, and they will not go to the sky to find coupons or wait dozens of seconds for advertisements. , Here is a typical price discrimination.

  There are also air tickets, movie tickets, the number of purchases and so on.

• 消费者定价: Consumer pricing is a pricing strategy that has existed since ancient times, called auctions. Auction is a special pricing strategy. This strategy contains important knowledge such as information economics, incentive theory, and game theory.

• 价格锚点： The product carries the price, and compares the items to be sold with the expensive items next to it, which makes people feel very cheap

• 尾数: Mainly use the consumer's psychology of seeking cheap, non-integer numbers, ending with fractional numbers. You can refer to the mantissa of the pricing of shopping malls and supermarkets such as Jingdong/Taobao, such as 299, 39.9, etc., which makes people feel that the price is less than two hundred and more than thirty.

• 尾数升级版：Now many people may not be sensitive to the price of the last nine. When the pricing method with the mantissa 9 does not work, you can try the pricing method with the mantissa 7.

• 整数定价法：Not every product is suitable for mantissa pricing. Such as gifts.

• 同价销售法: For example, the 10 yuan store, the 2 yuan store, and some combination packages all have the same price.

• 价格分割法：How can expensive things make consumers feel cheap? You can try to price in smaller units. For example, a car/carton of apples is very expensive, but it can be said that a pound of apples is very cheap. Another example is a mobile phone package, which is expensive for each single purchase, but it is very cheap to pack it together. Another example is beef for a few hundred yuan per catty, but how much money can be priced in g.

Note:
别找没认知的价格参照物： For example, you can find items known to the public daily (vegetables, fruits, etc.) as a promotional / discount / price of reference to was very cheap.

价格定价需要注意锚定，比例偏见等元素The main point is to make customers feel cheap.

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