MARKETING MANAGEMENT
14thediti
• Developing Pricing
Strategies and Programs
Chapter Questions
• Bagaimana konsumen melakukan evaluasi harga
?
• Bagaimana perusahaan melakukan setting harga
awal?
• Bagaimana perusahaan melakukan perubahan
harga sesuai peluang dan kejadian tertentu?
•14-2
Synonyms for Price
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Rent
Tuition
Fee
Fare
Rate
Toll
Premium
Honorarium
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Special assessment
Bribe
Dues
Salary
Commission
Wage
Tax
•14-3
Faktor Harga
1. Apakah perusahaan mampu bersaing dari sisi
harga.?
2. Apakah perusahaan mampu memberikan
discount?
3. Apakah perusahaan mempunyai hambatan
dalam penentuan harga pokok produksi ?
4. Apakah ada konsukuensi yang harus dihadapi
dengan harga yang telah ditetapkan?
5. Apakah margin keuntungan telah disepakati ?
•14-4
Common Pricing Mistakes
• Tentukan Biaya dan ambil margin industri yang
berlaku selama ini
• Gagal merevisi harga akibat perubahan pasar
• Menentukan harga secara independen terhadap
marketing mix yang lain
• Gagal menentukan harga yang bervariasi berdasarkan
item produk, segmen pasar, saluran distribusi, dan
kejadian membeli
•14-5
Consumer Psychology and Pricing
Harga Rujukan
Price-quality inferences
Price cues
•14-6
Table 14.1 Possible Consumer
Harga Rujukan
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“Fair price”
Typical price
Last price paid
Upper-bound price
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Lower-bound price
Competitor prices
Expected future price
Usual discounted
price
14-7
Table 14.2 Consumer
Perceptions vs. Reality for Cars
Overvalued Brands
• Land Rover
• Kia
• Volkswagen
• Volvo
• Mercedes
Undervalued Brands
• Mercury
• Infiniti
• Buick
• Lincoln
• Chrysler
14-8
Price Cues
• “Left to right” pricing ($299 versus $300)
Harga lebih murah 299 krn krn ada dikisaran 200
• Persepsi diskon angka ganjil, ( angka 9 tidak
layak dipasang diujung jika ingin dikatakan
harganya tinggi )
• Persepsi nilai angka genap, Harga tinggi harus
berujung genap.
• Ending prices with 0 or 5 ( angka yang mudah
diingat dan diproses)
• “Sale” written next to price
14-9
When to Use Price Cues
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Pelanggan jarang membeli barang
Pelanggan baru
Rancangan produk bervariasi
Harga berubah sesuai musim
Quality or sizes vary across stores
•14-10
Steps in Setting Price
Memilih Tujuan Penetapan Harga
Menentukan Permintaan
Estimate costs
Analyze competitor price mix
Select pricing method
Select final price
•14-11
Step 1: Selecting the Pricing Objective
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Survival
Maximum current profit
Maximum market share
Maximum market skimming
Product-quality leadership
•14-12
Step 2: Determining Demand
Price Sensitivity
Estimating
Demand Curves
Price Elasticity
of Demand
•14-13
Figure 14.2 Inelastic and Elastic Demand
•14-14
Step 3: Estimating Costs
Types of Costs
Accumulated
Production
Activity-Based
Cost Accounting
Target Costing
•14-15
Cost Terms and Production
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Fixed costs
Variable costs
Total costs
Average cost
Cost at different levels
of production
•14-16
Figure 14.4 Cost per Unit as a Function of
Accumulated Production
•14-17
Step 5: Selecting a
Pricing Method
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Markup pricing
Target-return pricing
Perceived-value pricing
Value pricing
Going-rate pricing
Auction-type pricing
•14-18
Figure 14.6 Break-Even Chart
•14-19
Step 6: Selecting the Final Price
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Impact of other marketing activities
Company pricing policies
Gain-and-risk sharing pricing
Impact of price on other parties
•14-20
Differentiated Pricing and
Price Discrimination
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Customer-segment pricing
Product-form pricing
Image pricing
Channel pricing
Location pricing
Time pricing
Yield pricing
•14-21
Price-Adaptation Strategies
Geographical Pricing
Discounts/Allowances
Promotional Pricing
Differentiated Pricing
14-22
Price-Adaptation Strategies
Countertrade
• Barter
• Compensation deal
• Buyback
arrangement
• Offset
Discounts/ Allowances
• Cash discount
• Quantity discount
• Functional discount
• Seasonal discount
• Allowance
14-23
Promotional Pricing Tactics
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Loss-leader pricing
Special-event pricing
Cash rebates
Low-interest financing
Longer payment terms
Warranties and
service contracts
• Psychological
discounting
14-24
Table 14.5 Profits Before and
After a Price Increase
14-25
Increasing Prices
Delayed quotation pricing
Escalator clauses
Unbundling
Reduction of discounts
14-26
Figure 14.7 Price-Reaction Program for Meeting
Competitor’s Price Cut
14-27
Auction-Type Pricing
English auctions
Dutch auctions
Sealed-bid auctions
14-28
Brand Leader Responses to
Competitive Price Cuts
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Maintain price
Maintain price and add value
Reduce price
Increase price and improve quality
Launch a low-price fighter line
14-29
Marketing Debate
 Is the right price a fair price?
Take a position:
1. Prices should reflect the value that
consumers are willing to pay.
2. Prices should primarily just reflect the cost
involved in making a product.
14-30
Marketing Discussion
 As a consumer, which pricing
method do you personally
prefer to deal with? Why?
14-31