business marketing -module_5
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Business marketing -module_5TRANSCRIPT
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Pricing Strategies in
Business Marketing
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Price is the overall perception of value or the benefits that
will vary in degrees of importance to the different
individuals within the buying committee (buying
Centre) of the buying firm.
However there is no agreed formula on the importance to
be given to various benefits(or attributes), different
individuals in the buying centre will have different
perception.
What is Meaning of the Price?
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A business marketing firm has to consider many
factors in its pricing decisions and they are:
1) Pricing objectives
2) Demand analysis
3) Cost analysis
4) Competitive analysis
5) Government regulations
Factors influencing Pricing decision
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It is derived from the corporate and marketing
objectives.
1. Survival
2. Maximum short term profits
3. Maximum short term sales
4. Maximum marketing skimming
5. Product-quality leadership
6. Other pricing objectives
Pricing Objectives
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Conditions determining price elasticity of demand:
the demand is likely to be less elastic ( or inelastic)
under the following conditions.
• There are few competitors
• No availability of substitutes
• The high prices
Demand Analysis
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Categorized in two benefits and they are:
1. Hard benefits, refers to physical attribute of the
product such as production rate of a
machine, rejection of a component, and
price/performance ratio.
2. Soft benefits includes company reputation, customer
service, warranty period, customer training and
more difficult to assess.
Cost-Benefit Analysis
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Company costs set the lowest point on the price
range. Hence forth pricing strategy or decisions
must consider the cost involved. The industrial
marketer must identify and classify costs.
And they are classified as Fixed costs, Variable
costs, Total Costs, Semi variable costs, Direct
costs, Indirect Costs and allocated costs
The industrial marketer must understand and they
are…..
Cost Analysis
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• Production costs
• Accumulated experience helps in reduction
of costs
• The effect of break-even analysis on costs
& sales volume
Cost Analysis
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Fixed, Variable, Semi Variable, Indirect and Direct
costs
Production Costs
TFC
AFC
Production
C
o
s
t
s
Total Fixed Costs & Average Fixed Costs
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Total Variable Cost
TC
FC
TVC
TFC
Total Cost
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Sl
Number
Cost Elements
1 Executive salary
2 Marketing Persons salary
3 Tax & Insurance
4 Depreciation
5 Interest on Capital
Total Total Fixed cost per unit
Prof. Raghavendran.V
Production Costs
FIXED
COSTS
Sl
Number
Cost Elements
1 Direct Labour
2 Direct Materials
3 Factory Supplies
4 Inventory carrying
Total Total Variable cost per unit
Average Average cost per unit
VARIABLE
COSTS
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Is also called as learning curve or Experience Curve.
This concept costs ( particularly variable costs) decline
as cumulative volume of production increases. In
other words, the average unit total cost of a product
declines over a period with accumulated experience of
production and sales.
Accumulated Experience
Accumulated Production
Avg
Cost
Per Unit
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It is technique which is used by the marketer to
consider different prices and their possible effects
on sales volumes and profits.
Break Even Analysis
Sales Revenue @ 30 @ 25
@ 20
Total
Cost
FIXED COST
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Competitive-level pricing as most important
pricing strategy. An industrial Firm should
get the information on not only
competitor’s level prices and costs but also
competitors product quality, technical
expertise and delivery performance.
Competitor Analysis
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BM should be aware of the effect of government
regulations on pricing decisions. Though we free
market economy, there are some necessary
restrictions that must be placed on business to
ensure fair play and to protect consumers and
smaller companies.
• Price discrimination
• Predatory Pricing
Government Regulations:
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There are different methods or approaches to
determine the price of the product. BM should be
aware of those to implement it and they are as
follows:
Cost Based Pricing
Value Based Pricing
Customer Determined Pricing
Competition Based Pricing
Pricing Methods
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1. Competitive Bidding & negotiation
2. Pricing New products
3. Pricing across the product-life cycle
Competitive Bidding & negotiation:
Strategy for competitive bidding, this is known as
probabilistic bidding, this strategy make 2
assumptions and the pricing objective is profit
maximization and buying organization will decide the
order on the lowest bidder.
Pricing Strategies
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Three variables are used in this technique:
Amount or price of the bid
Expected profit, if the bid price is accepted and
The probability of acceptance of this bid price.
E(A)= P(A) * T(A)
A= bid in Rs
E(A)=Expected profit at bid price A
P(A)=Probability of acceptance of the bid price A
T(A)= Profit, if the bid price A is accepted
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Pricing New Products:•Skimming (High Initial Price)
•Low Penetration ( Low Initial Price)
Pricing Across Product Life-Cycle
•Growth stage Pricing Strategy
•Maturity Stage
•Decline Stage
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Key Terms Associated with pricing
Discounts
List Price
Trade Discounts
Quantity Discounts
Cash Discounts
Geographical pricing
Ex-factory
FOR & FOB destination
Taxes and Levies
Pricing Policies
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It is an alternative to selling capital goods is a commonthing in business marketing. Basically it isarrangement between the leasing company (lessor)and the user (lessee)
The lessee has to pay in form of rentals and lessorremains the owner of the equipment during thespecified period.
There are 4 types of leases viz,
Operating Lease
Financial Lease
Sale and lease back transaction
Leveraged lease
Leasing
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Cost Behavior at Different Production Levels –
Economies of Scale
0 100 200 300
200
100
300
240
Quantity Produced / Year (in thousand)
Cost
/ U
nit
(in
ru
pees)
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The Pricing Strategies
Competitive bidding in competitive markets
Probabilistic bidding
Pricing new products
Skimming strategy
Penetration strategy
Pricing across the product life-cycle
Growth stage pricing
Maturity stage pricing
Decline stage pricing