MARKETING MANAGEMENT 14thediti Developing Pricing Strategies and Programs

Chapter Questions Bagaimana konsumen melakukan evaluasi harga ? Bagaimana perusahaan melakukan setting harga awal? Bagaimana perusahaan melakukan perubahan harga sesuai peluang dan kejadian tertentu?

Synonyms for Price Special assessment Rent Bribe Tuition Dues Fee Salary Commission Wage Tax Rent Tuition Fee Fare Rate Toll Premium Honorarium

Faktor Harga 1. Apakah perusahaan mampu bersaing dari sisi harga.? 2. Apakah perusahaan mampu memberikan discount? 3. Apakah perusahaan mempunyai hambatan dalam penentuan harga pokok produksi ? 4. Apakah ada konsukuensi yang harus dihadapi dengan harga yang telah ditetapkan? 5. Apakah margin keuntungan telah disepakati ?

Common Pricing Mistakes Tentukan Biaya dan ambil margin industri yang berlaku selama ini Gagal merevisi harga akibat perubahan pasar Menentukan harga secara independen terhadap marketing mix yang lain Gagal menentukan harga yang bervariasi berdasarkan item produk, segmen pasar, saluran distribusi, dan kejadian membeli

Consumer Psychology and Pricing Harga Rujukan Price-quality inferences Price cues

Table 14.1 Possible Consumer Harga Rujukan “Fair price” Typical price Last price paid Upper-bound price Lower-bound price Competitor prices Expected future price Usual discounted price

Table 14.2 Consumer Perceptions vs. Reality for Cars Overvalued Brands Land Rover Kia Volkswagen Volvo Mercedes Undervalued Brands Mercury Infiniti Buick Lincoln Chrysler

Price Cues “Left to right” pricing ($299 versus $300) Harga lebih murah 299 krn krn ada dikisaran 200 Persepsi diskon angka ganjil, ( angka 9 tidak layak dipasang diujung jika ingin dikatakan harganya tinggi ) Persepsi nilai angka genap, Harga tinggi harus berujung genap. Ending prices with 0 or 5 ( angka yang mudah diingat dan diproses) “Sale” written next to price

When to Use Price Cues Pelanggan jarang membeli barang Pelanggan baru Rancangan produk bervariasi Harga berubah sesuai musim Quality or sizes vary across stores

Steps in Setting Price Menentukan Permintaan Estimate costs Memilih Tujuan Penetapan Harga Menentukan Permintaan Estimate costs Analyze competitor price mix Select pricing method Select final price

Step 1: Selecting the Pricing Objective Survival Maximum current profit Maximum market share Maximum market skimming Product-quality leadership

Step 2: Determining Demand Price Sensitivity Estimating Demand Curves Price Elasticity of Demand

Figure 14.2 Inelastic and Elastic Demand

Step 3: Estimating Costs Types of Costs Accumulated Production Activity-Based Cost Accounting Target Costing

Cost Terms and Production Fixed costs Variable costs Total costs Average cost Cost at different levels of production

Figure 14.4 Cost per Unit as a Function of Accumulated Production

Step 5: Selecting a Pricing Method Markup pricing Target-return pricing Perceived-value pricing Value pricing Going-rate pricing Auction-type pricing

Figure 14.6 Break-Even Chart

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

Differentiated Pricing and Price Discrimination Customer-segment pricing Product-form pricing Image pricing Channel pricing Location pricing Time pricing Yield pricing

Price-Adaptation Strategies Geographical Pricing Discounts/Allowances Promotional Pricing Differentiated Pricing

Price-Adaptation Strategies Countertrade Barter Compensation deal Buyback arrangement Offset Discounts/ Allowances Cash discount Quantity discount Functional discount Seasonal discount Allowance

Promotional Pricing Tactics Loss-leader pricing Special-event pricing Cash rebates Low-interest financing Longer payment terms Warranties and service contracts Psychological discounting

Table 14.5 Profits Before and After a Price Increase

Increasing Prices Delayed quotation pricing Escalator clauses Unbundling Reduction of discounts

Figure 14.7 Price-Reaction Program for Meeting Competitor’s Price Cut

Auction-Type Pricing English auctions Dutch auctions Sealed-bid auctions

Brand Leader Responses to Competitive Price Cuts Maintain price Maintain price and add value Reduce price Increase price and improve quality Launch a low-price fighter line

Marketing Debate Is the right price a fair price? Take a position: Prices should reflect the value that consumers are willing to pay. 2. Prices should primarily just reflect the cost involved in making a product.

Marketing Discussion As a consumer, which pricing method do you personally prefer to deal with? Why?