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Part Two: Chapter 12 Pricing in an Online World

Internet Marketing & e-Commerce Ward Hanson Kirthi Kalyanam Requests for permission to copy any part of the material should be addressed to: PERMISSIONS DEPARTMENT THOMSON BUSINESS and ECONOMICS 5109 Natorp Boulevard Mason, OH 45040 Phone: (800) 423-0563.

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Part Two: Chapter 12 Pricing in an Online World

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  1. Internet Marketing & e-CommerceWard HansonKirthi KalyanamRequests for permission to copy any part of the material should be addressed to: PERMISSIONS DEPARTMENTTHOMSON BUSINESS and ECONOMICS5109 Natorp BoulevardMason, OH 45040Phone: (800) 423-0563

  2. Part Two: Chapter 12Pricing in an Online World “It is only an auctioneer who can equally and impartially公平地 admire all schools 學派 or art.” Oscar Wilde, The Critic as Artist

  3. Power of Pricing • The most active and dynamic of marketing’s fundamental tools • The most digital of marketing actions • Pricing = information • Informational aspect means that all pricing actions are affected by the Net

  4. Power of Pricing The close link of pricing to profitability SOURCE: Marn and Rosiello, (1992), “Managing price, gaining profit,” The McKinsey Quarterly, No. 4, pp. 18-37.

  5. Power of Pricing • For Internet marketers, evaluating price sensitivity online • How does the presence of the Internet change price sensitivity of products? • How can online content influence price sensitivity of customers? • What new pricing tools work better online than through traditional methods?

  6. ☆ The Standard Pricing Answer • Based on costs成本法, customer demand, competition市場法 • Using research data, pricing intuition, and experience • Even not to set price (auction拍賣法)

  7. ☆ Power of Pricing • The Internet tends to increase price sensitivity, but prices online are not automatically lower or less dispersed分散 • Value uncertainty contributes in predictable ways to price sensitivity • Purchase importance contributes in predictable ways to price sensitivity • .

  8. Value Uncertainty Price Sensitivity Factors • Reference price effect: Competitive alternatives and how they are presented online

  9. Value Uncertainty Price Sensitivity Factors • Reference price effect: Competitive alternatives and how they are presented online • Difficult comparison effect: Not every consumer is motivated to comparison shop or trusts alternate sites

  10. Value Uncertainty Price Sensitivity Factors • Reference price effect: Competitive alternatives and how they are presented online • Difficult comparison effect: Not every consumer is motivated to comparison shop or trusts alternate sites • Switching cost effect: Battle for customers coming and going

  11. Value Uncertainty Price Sensitivity Factors • Reference price effect: Competitive alternatives and how they are presented online • Difficult comparison effect: Not every consumer is motivated to comparison shop or trusts alternate sites • Switching cost effect: Battle for customers coming and going • Price-quality effect: Advantage goes to well-established brands

  12. Price sensitivity factor: value uncertainty Power of Pricing Information about product alternatives influences price sensitivity SOURCE: PRNewsFoto/Nokia, PRNewsFoto/Handspring Inc, Market Wire Global Locate

  13. Purchase Importance Price Sensitivity Factors • Total expenditure effect: Consumers are most price sensitive to items that consume largest part of their budget

  14. Purchase Importance Price Sensitivity Factors • Total expenditure effect: Consumers are most price sensitive to items that consume largest part of their budget • End benefit effect: Supply chain inputs are more sensitive for companies with price-sensitive customers

  15. Purchase Importance Price Sensitivity Factors • Total expenditure effect: Consumers are most price sensitive to items that consume largest part of their budget • End benefit effect: Supply chain inputs are more sensitive for companies with price-sensitive customers • Shared cost effect: Different approaches for cost deciders and cost payers

  16. Purchase Importance Price Sensitivity Factors Consumers who spend major portion of budget on pharmaceuticals are more likely to look for savings online

  17. ☆ Advanced Pricing Online • Time-based pricing • Auction • Yield Management • Renting rather than selling • Running a limited time sale • Personalized pricing (page 419 bottom) • Bundle pricing • Bundling to reduce costs • Bundling to expand market • Bundling to improve performance • s

  18. Time-based Pricing • Borrowing a lesson from financial markets: “The only valid price is the one quoted right now.”

  19. Time-based Pricing • Borrowing a lesson from financial markets: “The only valid price is the one quoted right now.” • Auctions, a primary time-based price strategy, let marketplace determine pricing

  20. Time-based Pricing • Borrowing a lesson from financial markets: “The only valid price is the one quoted right now.” • Auctions, a primary time-based price strategy, let marketplace determine pricing • Internet resolves problem of assembling enough bidders and enough information • Lessons from EBay

  21. Time-based Pricing

  22. Time-based Pricing • Yield management, used regularly in travel industry, links price to availability • Importance of fixed, perishable capacity • Low incremental cost vs. average cost • Cost-sensitive vs. most loyal customers • Analyzing and predicting demand uncertainty

  23. Time-based Pricing • Yield management, used regularly in travel industry, links price to availability • Importance of fixed, perishable capacity • Low incremental cost vs. average cost • Cost-sensitive vs. most loyal customers • Analyzing and predicting demand uncertainty • Other approaches: rentals, trials and sales

  24. Personalized Pricing • Price differences based on willingness to pay, servicing costs or other individual-level distinctions • Higher profits, but potential obstacles • Could be illegal or unethical 不道德 • Difficult to identify high-value buyers • Consumer resale risks

  25. Personalized Pricing • Emerging approaches • Coupons and loyalty discounts • Price pegged釘住 to credit scores • Personal-level pricing contracts • Personalized bundling

  26. Bundle Pricing • Bundling to reduce costs • Production efficiency bundlingpromotes combined products when production or shipping has steep set-up costs • Margin spreadbundlingcombines items with high contribution margins

  27. Bundle Pricing • Bundling to expand markets • Aggregation bundling stimulates volume, offers higher priced individual items to unusual customer segments • Trade-up bundling encourages customers to increase purchases in price-sensitive markets • Loyalty bundling used to cement loyalty, discourage switching

  28. Aggregation Bundle Pricing(Explain: 下面各圖Price per song 去除per song, ; 右圖 20 songs price 分別是 20, 15,10, 5,0 pennies) Most effective when bundle viewed more similarly than single items SOURCE: Bakos and Brynjolfsson, (1998), “Bundling Information Goods: Pricing, Profits and Efficiency,” Working paper, MIT

  29. Bundle Pricing • Bundling to improve performance • Joint performance bundling recognizes that certain components perform better together than separately • Product definition bundling helps consumers understand full range of product and service benefits

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