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PRINCIPLES OF OF MARKETING:P. Kotler Kotler and and G. G. Armstrong )) 2
Franz Edelman Decision Making in Marketing(New York:The Conference Board,1971) 3
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skimming pricing penetration pricing PRINCIPLES OF MARKETING:P. Kotler and G. Armstrong ) 9
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PVP Perceived Value Price) PSM price sensitivity measurement) 14
PVP Perceived Value Price) 15
PVP Perceived Value Price) 16
PVP Perceived Value Price) 80 140 170 50 100 150 200 17
PVP Perceived Value Price) ( 18
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1.? 1.? 2.? 1. 2.? 3. 1.? 3.? 21
total 200 2 1 (n=100) < 1> (n=100) < > 2 22
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PSM price sensitivity measurement) 42
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3.? Frequency Distribution 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 400 380 360 340 320 300 280 260 240 220 200 180 160 140 120 100 80 60 40 20 0 44
3.? Accumulated Frequency Distribution 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Not too Expensive Too Expensive to Buy 400 380 360 340 320 300 280 260 240 220 200 180 160 140 120 100 80 60 40 20 0 45
4.? Accumulated Frequency Distribution 100% 90% 80% 70% 60% 50% 40% 30% 20% Too Cheap to Buy 10% 0% Not too Cheap 400 380 360 340 320 300 280 260 240 220 200 180 160 140 120 100 80 60 40 20 0 46
2.? Accumulated Frequency Distribution 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Feel Expensive Not Feel Expensive 400 380 360 340 320 300 280 260 240 220 200 180 160 140 120 100 80 60 40 20 0 47
1.? Accumulated Frequency Distribution 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Feel Cheap Not Feel Cheap 400 380 360 340 320 300 280 260 240 220 200 180 160 140 120 100 80 60 40 20 0 48
OPP (Optimum Pricing Point) 100 Accumulated Frequency Distribution 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 400 380 360 340 320 300 280 260 240 220 200 180 160 140 120 100 80 60 40 20 0 49
MEP (Marginal Expensive Point) 240 Accumulated Frequency Distribution 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 400 380 360 340 320 300 280 260 240 220 200 180 160 140 120 100 80 60 40 20 0 50
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 420 410 400 390 380 370 360 350 340 330 320 310 300 290 280 270 260 250 240 230 220 210 200 190 180 170 160 150 140 130 120 90 100 110 80 70 60 50 40 30 0 10 20 MCP: Marginal Cheap Point OPP: Optimum Pricing Point MEP: Marginal Expensive Point IDP: Indifferent Point 51
OPP & MEP OPP MEP 100 240 80% > 60% 8000 < 14400 52
Sales Index Curve 100% Market Share & Sales Index 90% 80% 70% 60% 50% 40% 30% 20% 10% Price range 0% 480 450 420 390 360 330 300 270 240 210 180 150 120 90 60 30 0 Price of Product X 53
Pricing Study 54
PRINCIPLES OF MARKETING:P Kotler and G Armstrong ) SSRI 55