制定价格战略和流程Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall12-2Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall12-3Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall12-41、变化的定价环境Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall12-6二、制定价格Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall12-8步骤1、选择定价目标两种重要的定价方法新产品定价讨论1：Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall12-13降低价格敏感度的因素估计需求曲线需求的价格曲线课堂思考需求价格弹性对定价策略的影响［1］需求价格弹性对定价策略的影响［2］需求的价格曲线讨论2：高价格意味着什么？步骤3：估算成本成本的类型和不同水平的产量估算成本应该考虑的其它重要因素步骤4：分析竞争者的成本、价格和提供品产品定价与影响因素的关系Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall12-28成本导向定价法Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall12-30Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall12-31Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall12-32Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall12-33差别定价的适用条件案例研讨Intel［1］案例研讨Intel［2］降价企业降价与提价顾客对企业变价的反应Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall12-40变相的价格调整Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall12-42对竞争者降价的应对方案市场领导者面对低价格时的策略Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall12-45Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall12-46Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall12-479、静夜四无邻，荒居旧业贫。。3月-253月-25Thursday,March6,202510、雨中黄叶树，灯下白头人。。14:00:3014:00:3014:003/6/20252:00:30PM11、以我独沈久，愧君相见频。。3月-2514:00:3014:00Mar-2506-Mar-2512、故人江海别，几度隔山川。。14:00:3014:00:3014:00Thursday,March6,202513、乍见翻疑梦，相悲各问年。。3月-253月-2514:00:3014:00:30March6,202514、他乡生白发，旧国见青山。。06三月2025下午2时0分30秒14:00:303月-2515、比不了得就不比，得不到的就不要。。。三月25下午2时0分3月-2514:00March6,202516、行动出成果，工作出财富。。2025年3月6日星期四2时0分30秒14:00:3006March202517、做前，能够环视四周；做时，你只能或者最好沿着以脚为起点的射线向前。。下午2时0分30秒下午2时0分14:00:303月-259、没有失败，只有暂时停止成功！。3月-253月-25Thursday,March6,202510、很多事情努力了未必有结果，但是不努力却什么改变也没有。。14:00:3014:00:3014:003/6/20252:00:30PM11、成功就是日复一日那一点点小小努力的积累。。3月-2514:00:3014:00Mar-2506-Mar-2