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Bài giảng "Marketing công nghiệp - Chapter 9: Pricing in business marketing" cung cấp cho người học các kiến thức: Special meaning of price, factors influencing pricing decision 3, pricing methods and strategies, pricing policies, commercial terms and conditions | 1/3/2017 Chapter 9 Pricing in Business Marketing www.dinhtienminh.net DINH Tien Minh (Ph.D.) University of Economics HCMC Objectives Examine the special meaning of price. Understand and analyze the factors influencing the pricing decisions. Study the different price-setting methods and pricing strategies. Learn pricing policies for different types of customers Examine the practical aspects of commercial terms and conditions. Describe the role of leasing in business Marketing. 2 Content 9.1 Special Meaning of Price 9.2 Factors influencing Pricing Decision 9.3 Pricing Methods and Strategies 9.4 Pricing Policies 9.5 Commercial Terms and Conditions 9.6 Role of Leasing 3 1 1/3/2017 9.1 Special meaning of Price What do you think when a business buyer buys a product from XYZ supplier which is in competition with several other suppliers of the similar product? 4 9.1 Special meaning of Price (con’t) Quality of materials Production Manager Reliability of delivery Lowest cost Perception of Value Financial Manager Liberal payment Reputation Purchase Manager Dependable salesperson Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p313. 5 9.1 Special meaning of Price (con’t) Price Transportation cost Total cost Transit insurance cost Installation cost Risk cost Product failure Late delivery Poor technical support Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p313. 6 2 1/3/2017 9.1 Special meaning of Price (con’t) Price Should Align with Value 7 9.1 Special meaning of Price (con’t) 8 9.1 Special meaning of Price (con’t) In out of over 100 purchase decisions, the lowest price bidder was not selected in over 40% of the cases*. Source: J. Patrick Kelly and James W. Coaker, “Can we generalize about choice criteria for industrial purchasing decisions?”, in Kenneth L. Bernhardt, ed., Marketing: 1776-1976 and beyond (Chicago: AMA, 1976), pp330-33. 9 3 1/3/2017 9.2 Factors influencing Pricing .
