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E-Marketing, 3rd edition Judy Strauss, Adel I. El-Ansary, and Raymond Frost PowerPoint Presentation
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E-Marketing, 3rd edition Judy Strauss, Adel I. El-Ansary, and Raymond Frost

E-Marketing, 3rd edition Judy Strauss, Adel I. El-Ansary, and Raymond Frost

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E-Marketing, 3rd edition Judy Strauss, Adel I. El-Ansary, and Raymond Frost

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  1. E-Marketing, 3rd editionJudy Strauss, Adel I. El-Ansary,and Raymond Frost Chapter 11: Price © Prentice Hall 2003

  2. Price • The sum of all the values (such as money, time, energy, and psychic cost) that buyers exchange for the benefits of having or using a good or service.

  3. The Internet Changes Pricing Strategies • Change from fixed price policies to dynamic pricing • Buyer power online has increased • Price transparency

  4. Pricing: Efficient Market • Customers have equal access to information about products, prices and distribution • Expectations • lower prices • high price elasticity • frequent price changes • smaller price changes • narrow price dispersion

  5. Mainly true thanks to: Shopping agents Reverse auctions Tax-free zones Venture capital Competition Lower costs: Self service JIT inventory Overhead Customer service Printing and mailing Digital product distribution costs Lower Prices

  6. Frequent price changes due to: Competition Shopping agents Easiness Volume discount Experimentation Smaller price change increments: Price-sensitive consumers Shopping agents Price Changes

  7. Non-efficient market • Price dispersion is not narrow • Explanation for price dispersion: • How goods are priced online • Delivery options • Time-sensitive shoppers • Branding • Switching costs • Second-generation shopping agents • Metamediaries • Other explanations?

  8. Upward Pressure on Internet Pricing • Distribution • Affiliate programs • Site development and maintenance • Marketing and advertising

  9. Pricing Strategies • Penetration pricing • Market skimming pricing • Price leadership • Promotional pricing • Segmented pricing • Negotiation • Dynamic pricing

  10. Key Terms • Dynamic pricing • Efficient markets • Fixed pricing • Price • Price dispersion • Price elasticity • Price leadership • Price transparency • Promotional pricing • Reverse auction • Second-generation shopping agents