医薬品マーケティングリサーチにおけるプライシングスタディー
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- れんか あわび
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2 PRINCIPLES OF OF MARKETING:P. Kotler Kotler and and G. G. Armstrong )) 2
3 Franz Edelman Decision Making in Marketing(New York:The Conference Board,1971) 3
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9 skimming pricing penetration pricing PRINCIPLES OF MARKETING:P. Kotler and G. Armstrong ) 9
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14 PVP Perceived Value Price) PSM price sensitivity measurement) 14
15 PVP Perceived Value Price) 15
16 PVP Perceived Value Price) 16
17 PVP Perceived Value Price)
18 PVP Perceived Value Price) ( 18
19 19
20 20
21 1.? 1.? 2.? 1. 2.? 3. 1.? 3.? 21
22 total (n=100) < 1> (n=100) < > 2 22
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42 PSM price sensitivity measurement) 42
43 1.?. 2.?. 3.?. 4.?. 43
44 3.? Frequency Distribution 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
45 3.? Accumulated Frequency Distribution 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Not too Expensive Too Expensive to Buy
46 4.? Accumulated Frequency Distribution 100% 90% 80% 70% 60% 50% 40% 30% 20% Too Cheap to Buy 10% 0% Not too Cheap
47 2.? Accumulated Frequency Distribution 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Feel Expensive Not Feel Expensive
48 1.? Accumulated Frequency Distribution 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Feel Cheap Not Feel Cheap
49 OPP (Optimum Pricing Point) 100 Accumulated Frequency Distribution 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
50 MEP (Marginal Expensive Point) 240 Accumulated Frequency Distribution 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
51 PSM Too Cheap to Buy Not Feel Cheap Not Feel Expensive Too Expensive to Buy Accumulated Frequency Distribution 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% MCP IDP OPP MEP MCP: Marginal Cheap Point OPP: Optimum Pricing Point MEP: Marginal Expensive Point IDP: Indifferent Point 51
52 OPP & MEP OPP MEP % > 60% 8000 <
53 Sales Index Curve 100% Market Share & Sales Index 90% 80% 70% 60% 50% 40% 30% 20% 10% Price range 0% Price of Product X 53
54 Pricing Study 54
55 PRINCIPLES OF MARKETING:P Kotler and G Armstrong ) SSRI 55
1 Top market share product Regional industry product Industrial product attracting attention INDEX Top market share product 01 02 1 http://www.namsystem.co.jp 1 2 Top market share product 03 04 1 1 http://www4.ocn.ne.jp/
株主通信：第18期 中間
19 01 02 03 04 290,826 342,459 1,250,678 276,387 601,695 2,128,760 31,096 114,946 193,064 45,455 18,478 10,590 199,810 22,785 2,494 3,400,763 284,979 319,372 1,197,774 422,502 513,081 2,133,357 25,023
株主通信 第16 期 報告書
10 15 01 02 1 2 3 03 04 4 05 06 5 153,476 232,822 6,962 19,799 133,362 276,221 344,360 440,112 412,477 846,445 164,935 422,265 1,433,645 26,694 336,206 935,497 352,675 451,321 1,739,493 30,593 48,894 153,612
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1 2 3 4 5 6 7 Point 60,000 50,000 40,000 30,000 20,000 10,000 0 29,979 41,972 31,726 45,468 35,837 37,251 24,000 20,000 16,000 12,000 8,000 4,000 0 16,795 22,071 20,378 14 13 12 11 10 0 12.19 12.43 12.40
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ヤフー株式会社 株主通信VOL.16
01 260,602264,402 122,795125,595 64,84366,493 107110 120,260123,060 0 500 300 400 200 100 700 600 800 39.8% 23.7% 36.6% 26.6% 21.1% 52.4% 545 700 0 50 200 150 100 250 300 350 312 276 151 171 02 03 04 POINT
-- 0 500 1000 1500 2000 2500 3000 () 0% 20% 40% 60%23 47.5% 16.0% 26.8% 27.6% 10,000 -- 350 322 300 286 250 200 150 100 50 0 20 21 22 23 24 25 26 27 28 29 -- ) 300 280 260 240 163,558 165,000 160,000
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1 2 3 4 140,000 100,000 60,000 20,000 0 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 5 6 71 2 13 14 7 8 9 10 11 12 1 2 2 point 1 point 2 1 1 3 point 3 4 4 5 6 point 4 point 5 point 6 13 14 15 16 point 17
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www.rakuten-bank.co.jp/home-loan Index P02 P03 P05 P07 P09 P11 P12 P22 01 02 1 2 3 1 2 3 03 04 1 2 3 4 1.365% 1.05% 1 2 2 3 3 0 1 2 5 7 1 3 5 7 10 20 05 06 POINT 1 POINT 2 POINT 3 POINT 1 POINT 2 07 08
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CONTENTS 5 6 8 7 11 12 14 13 16 15 18 17 18 19 20 21 22 23 24 25 26 28 27 29 31 30 32 1 33 35 34 2 POINT POINT POINT 37 36 3 POINT POINT 39 38 4 POINT POINT 41 40 5 POINT POINT 43 42 6 POINT POINT 45
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9 1 20,000 15,000 10,000 5,000 2007/4 2008/4 2009/4 2010/4 2011/4 2012/4 2013/4 01 02 2 3 03 04 4 05 06 5 133,362 206,945 344,360 363,936 67,583 128,114 819 18,583 412,477 846,445 164,935 422,265 1,433,645
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2016 8 2 2 4 1 2 34 56 1 3 2 4 2 78 910 2 1 3 10,000 A 100 A 9,900 9,900 A 100 100 POINT! 4 2 2 2 5 2100 100 3 50 5050100 POINT! 6 3 2 7 ABC 2 10010,0001100 2 100 2 5,000 1 50 32 16,000 13,000 10,000 7,000
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リクルート住宅価格指数マンスリーレポート＜2004年11月号＞
2004 11 1 3 TOWNS 1989.04 1992.01 1992.01 1989.04 -Recruit Residential Price Index- -- 5 P.2 P.3 P.4 P.5 P.6~9 P.10 P.11 1 1) 2) ALL1 3 1-2000 1 =ALL0.94 0.00 0.88 0.00 0.89 0.02 0.99 0.00 0.87 0.01 0.89
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リクルート住宅価格指数マンスリーレポート2007年10月号
2007 10 1 3 1 1989.04 1992.01 1992.01 -Recruit Residential Price Index- -- 5 P.2 P.3 P.4 P.5 P.6~9 P.10 P.11 IPD IPD E-mail:info@ipdindex.co.jp IPD IPD 1 9 1) 2000 1 2) ALL1 3 1-2007 92000 1 =ALL1.13 0.01
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