Minggu 7 Perencanaan Harga
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Transcript of Minggu 7 Perencanaan Harga
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Pricing ConsiderationsPricing Considerationsand Price Planningand Price Planning
Disarikan dari : Amstrong danDisarikan dari : Amstrong dan Evans & BermanEvans & Berman
7
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9-2
Chapter Objectives
To define the terms price and priceplanning
To demonstrate the importance ofprice and study its relationship withother marketing variables
To differentiate between price-basedand nonprice-based approaches
To examine the factors affectingpricing decisions
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What is a Price?
NarrowlyNarrowly, price is the amount of money, price is the amount of moneycharged for a product or service.charged for a product or service.
BroadlyBroadly, price is the sum of all the _____, price is the sum of all the _____that consumers exchange for the benefitsthat consumers exchange for the benefits
of having or using the product or service.of having or using the product or service.
Dynamic PricingDynamic Pricing::
biskom.web.id
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Factors Affecting Pricing
Decisions
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Internal Factors Affecting Pricing
Decisions
Marketing
Objectives
Survival
Current Profit MaximizationChoose the Price that Produces
the Maximum Current Profit, Etc.
Market Share LeadershipLow as Possible Prices to Become
the Market Share Leader.
High Prices to Cover Higher
Performance Quality and R&D.
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Price
Product Design
Distribution
Promotion
NonpricePositions
Target
Costing
Internal Factors Affecting Pricing
Decisions: Marketing Mix
Strategy
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Internal Factors Affecting Pricing
Decisions
Costs:Costs: Fixed Costs:Fixed Costs:
Costs that do not vary with production orCosts that do not vary with production orsales level.sales level.
Variable Costs:Variable Costs:
Costs that vary directly with the level ofCosts that vary directly with the level ofproduction.production.
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Internal Factors Affecting Pricing
Decisions
Organizational Considerations:Organizational Considerations: Must decide who within the organizationMust decide who within the organization
should set prices.should set prices.This will vary depending on the size andThis will vary depending on the size and
type of company.type of company.
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Factors Affecting Pricing
Decisions
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External Factors Affecting
Pricing Decisions
The Market and Demand:The Market and Demand: Costs set the lower limit of prices.Costs set the lower limit of prices.The market and demand set the upper limit.The market and demand set the upper limit.
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Value Added and Pricing
Firms benefit by increasingFirms benefit by increasingthe the value added atthe the value added atany/each stage of an itemsany/each stage of an items
production.production. The food industry adds valueThe food industry adds value
by processing products toby processing products to
save consumerssave consumers timetime..
Carrots/lettuceCarrots/lettucewhenwhenwashed, cut, and packagedwashed, cut, and packagedhave significant value addedhave significant value added
for consumers.for consumers.
cihideung.com
tokobungajakarta
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Examples of Value-Added
Products
Each of these products hasEach of these products hasdifferential advantages thatdifferential advantages thatlead to greater companylead to greater companycontrol over prices andcontrol over prices andimproved profits:improved profits:
Variety and types of bread,Variety and types of bread,milk, and vegetablesmilk, and vegetables
Unique restaurants/foodUnique restaurants/food
Convenience storesConvenience stores Trendy fashionsTrendy fashions Sports equipmentSports equipment
mantpi-media.blogspot.com
unic77.blogspot.com
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Value Subtractors
Value may also be diminished atValue may also be diminished atany stage of an itemsany stage of an itemsproduction or distribution, suchproduction or distribution, suchas with processed foodas with processed foodwhichwhichwill adversely affect a firm:will adversely affect a firm:
Contaminated products, such asContaminated products, such asmeat, or any questionable issuesmeat, or any questionable issuesmay become prime valuemay become prime valuesubtractors.subtractors.
Negative PR, ads, andNegative PR, ads, and
independent media reports onindependent media reports onother issues, such as humanother issues, such as humanrights, insider trading, andrights, insider trading, anddiscriminatory actions, maydiscriminatory actions, mayresult in severe consequences.result in severe consequences.
By dee_gunz
http://s285.photobucket.com/albums/ll52/dee_gunz/http://s285.photobucket.com/albums/ll52/dee_gunz/ -
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Price Elasticity Ranges
Elastic demandElastic demand
Unit elastic
Inelastic demand
% change inQ > % change inP;Ep > 1
% change inQ = % change inP;Ep = 1
% change inQ < % change inP;Ep < 1
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Extreme Price Elasticities
Quantity Demanded per Year
(millions of units)
Price
D
Perfect inelasticity,
or zero elasticity
80
Figure 21-1, Panel (a)
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Extreme Price Elasticities
Quantity Demanded per Year
(millions of units)
Price
D
80
P0
P1
Perfect inelasticity,
or zero elasticity
Figure 21-1, Panel (a)
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Extreme Price Elasticities
Quantity Demanded per Year
(millions of units)
Price
(c
ents)
30
0
Perfect elasticity,
or infinite elasticity
D
Figure 21-1, Panel (b)
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Short-Run and Long-Run
Price Elasticity of Demand
In the short run, quantity
demanded falls slightly.
However, with more time
for adjustment the
demand curve becomes
more elastic and quantitydemanded falls by a
greater amount.
D1
Pe
Q2
E
D2
Q1 Qe
P1
Price
pe
rUnit
Quantity Demanded per Period
Figure 21-4
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Short-Run and Long-Run
Price Elasticity of Demand
In the short run, quantity
demanded falls slightly.
However, with more time
for adjustment the
demand curve becomes
more elastic and quantitydemanded falls by a
greater amount.
D1
Pe
Q2
E
D2
Q1 Qe
P1
Q3
D3Price
pe
rUnit
Quantity Demanded per Period
Figure 21-4
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Economy Car = Elastic
Demand
Quantity (Units)
ElasticElastic
DemandDemand
12,000 100,000
Price
$10,000
$12,000swaiklan.com
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Luxury Car = Inelastic Demand
Quantity (Units)
InelasticInelastic
DemandDemand
18,000 20,000
$50,000
$40,000
Price
og-made.com
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Example: Real-World
Elasticities of Demand
Table 21-2
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Tugas
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