6.5 : 定价方法

Pricing methods are of three types.

First is cost-based pricing, in which prices are determined by adding a profit margin to the production cost.

For instance, a computer produced at 2,000 dollars with a 30% profit margin would sell for 2,600 dollars.

This method ensures profit but overlooks customer value perceptions and competitor pricing.

Second is value-based pricing, where prices are determined by customers' perceived value.

For example, business-class tickets are priced higher due to the added perceived value, such as premium meals and services.

While this method yields high margins, it's less effective in saturated markets.

Lastly, competition-based pricing involves setting prices at, below, or above competitor prices.

For instance, airline brands adjust fares according to their rivals' prices to remain competitive and respond to market conditions.

This method ensures increased revenues and market share but overlooks the price buyers might be willing to pay.

Companies leverage these pricing methods considering their product, market competition, cost structure, and customer value perception to ensure profitability while staying competitive.