定價策略 課件 Chpt 10 - Addons,Accessories,and Complementary Products

TimJ.SmithPricingStrategy:SettingPriceLevels,ManagingPriceDiscounts,&EstablishingPriceStructuresPowerPointbyTimJ.Smith,PhDManagingPrincipal,WiglafPricingAdjunctProfessorofMarketing&Economics,DePaulUniversity?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter10Add-ons,Accessories,andComplementaryProductsPricingInfluencesBetweenComplementaryProducts?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.AgendaWhatarecomplementaryproducts?Whatshouldbeincludedinthebaseproduct,andwhatshouldbeofferedasanadd-onproduct?Howshouldbaseproductsbepricedcomparedtoadd-onproducts?Howdoesheterogeneityindemandleadtoadd-onpricestructures?Howisthepricingofsignpostitemsandoptionalequipmentinfluencedbyconsumerbehavior?Howdonetworkeffectsdrivepricestructures?Howcancomplementaryproductsbeusedtodrivelock-in?Stretchquestion:Whenshouldadd-onproductsbepricedrelativelylow,andwhenshouldtheybepricedrelativelyhigh??2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.ComplementaryProductsComplementaryproducts:thepurchaseofoneproductincreasesthelikelihoodofpurchasinganotherproduct,andviceversaTangibleandIntangibleGoodsDurablesandConsumablesBusinessandConsumerProductsWhenweidentifyapairofcomplementaryproducts,wehaveidentifiedanadd-onpricestructureandanopportunityforversioning?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Add-onsAnyproductsoldinconjunctionwithanotherproductcanbeexaminedasanadd-onpricingstructure-ComplementaryGoodsAnycomplexproductfromwhichbenefitsandpartscanbedeconstructedintoadditiveunits,andthatcustomerscanuseindifferentwaysorderivevaluefromdifferentapplications;canbeexaminedasanadd-onpricingstructure-OptionalEquipmentExampleAdd-onsPizzaandpizzatoppingsAutomobilesandoptionalfeaturesMobilehandsetsandaccessoriesTennisracketsandtennisballsAppleiPodsanddockingstationsGEwashingmachinesanddryersEnterprisesoftwareforsinglebusinessfunctionsormultiplebusinessprocesseswithmultiplemodules?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Add-onTypesDistinctproductsarepricedandsoldindividuallyIndependentcomplementsEachproductprovidesbenefitsindependentlyThepurchaseofoneproductincreasesthelikelihoodofthepurchaseofanyothercomplementaryproductTiedcomplementsThebaseproductdefinestheproductcategoryComplementaryproductsenhancethebenefitsofthebaseproduct,yetprovidefewbenefitswithoutthebaseproduct,andarenoteasilytransferableforusewithotherbaseproducts?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.IndependentTiedReese’sPeanutButterCupsBreyer’sIceCreamSmucker’sIceCreamToppingThirdDegreePriceDiscriminationThetotalpricepaidisasumoftheconstituentpartsofthepurchaseIfproductAispricedatpricePA,andproductBispricedatpricePB,thenthepricepaidforbothproductAandBisPTotal=PA+PBAdd-onpricingstructuresisaformofthirddegreepricediscriminationCustomerswhoseekhigherutilitypayfortheincreasedutilitybypurchasingadditionalfeaturesCustomerswhohavealowerwillingnesstopaypurchaseonlythecoreproductandforegoutilityenhancingoptionalfeaturesThebaseproductistheentrypointintotheproductcategoryApurepricesegmentationargumentwithperfectsegmentationhedgeswouldsuggestthatthebaseproductshouldbedesignedtoyieldtheminimalbenefitsrequiredtosatisfycustomerswiththelowestwillingnesstopayandbepricedatalevelthatwouldattractthelargestmarketFurtheradd-ons,orcomplementaryproducts,wouldenhancethebenefitsofthebaseproductandcouldserveasameanstocapturehigherprofitsfromcustomerswithahigherwillingnesstopay?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.TheAdd-onNatureInfluencestheOptimalPricingStructureWithstand-aloneproducts,pricesarelargelydrivenbycompetitiveissuesandperceptionsofdifferentialvalueWithadd-ons,consumerbehavioralfactorscandrivethebaseandadd-onproductstopricesthatarelowerorhigherthanthosepredictedbystandardpricingtechniquesConsiderthefollowing:Economictradeoffs,eitherderivedfromconjointanalysisorexchangevaluecalculators,mightimplythatanaccessoryadds$5tothevalueofaproductInsomecases,consumerbehavioralandmoresubtleeconomiceffectsmayenableacompanytocapturemorethan$5fromthesaleofanaccessoryInothercases,otherconsumerbehavioralandeconomiceffectsmaydrivethevaluedifferentialbetweenthebaseproductandaccessorytolessthan$5Understandingtheseeffectsenablesexecutivestoimproveadd-onpricingandtargetpricepromotionstowardsthepartoftheofferwhichwillleadtothelargestimprovementinprofit?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.ContributionMarginLet%CMAand%CMBbethepercentcontributionmarginonproductAandBrespectively,whereAisthebaseproductandBistheadd-onproductTwo-PartTariffHighcontributionmarginonthebaseproduct(takesallconsumersurplus)Lowcontributionmargin(ifnotzero)onthemeteredproduct%CMA>%CMBe.g.:Tennisracketsandtennisballs;DisneylandentrancewithfreeMickeyvisitationandamusementridesTyingArrangementLowcontributionmarginontheentryproduct(ifnotnegative)Highcontributionmarginonthemeteredproduct%CMA<%CMBe.g.:Computerprintersandink;razorhandlesandbladesRelativelyEqualMargins%CMA≈%CMBe.g.:DesksandChairs;paperandpens?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.ProductDefinitionWhichattributesandfeaturesshouldbeincludedinthebaseproduct,andwhichshouldbedevelopedascomplementaryoroptionalfeaturesThedesiretopenetrateanewmarketatalowerpricepointorduringeconomicdownturnsmayincreasepressureforlow-priceditemsandencourageareductionoffeaturesinthebaseproduct,movingthesefeaturesintooptionsinsteadInothersituations,competitivepressures,marketevolution,andnetworkeffectsmayencouragetakingpreviouslyoptionalfeaturesandcombiningthemintothebaseproduct?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Example:NokiaHandsetsandOptionalEquipmentNokia6103baseproductMostoftheoptionalequipmentissoldbybothNokiaandafter-marketsuppliersHowaremarginsinfluencedacrossthebaseproductanditscompliments??2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Nokia6103PhoneAccessoriesCarKitCK-10139.00€ConnectivityAdapterCA-4249.00€WirelessHeadsetBH-20059.00€TravelChargerAC-419.00€MobileChargerDC-419.00€AudioAdapterAD-4625.00€Add-onMarketSegmentationEachcustomermayseekadifferentsetoffeaturesalongwithvaryinglevelsofdemandDemandforonefeaturemaybehighforsomecustomersandlowforothersEachindividualcustomerwillhavetheirownfeaturedemandprofilePlottingthedemandforafeaturealongeachofthefeatures,andconnectingthesedemandsforuniquecustomers,createsaspiderprofileforthatcustomer’sdesire?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Add-onCustomerSegmentation

DemandProfile?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Nokia6103ChargerAdaptorMobileCharger1TravelCharger1ConnectivityAdaptorCarKitAudioAdaptorWirelessHeadsetMobileCharger2TravelCharger3TravelCharger2TravelingCustomerUpgrading

CustomerAdd-onStrategiesServea

HighlyHeterogeneousDemandWhencustomerdemandforfeaturescannotbemeaningfullyaggregatedintoprofitablesegments,add-onpricestructuresenableacompanytomanageandcapturemultiplecustomersegmentssimultaneouslyAdd-onstrategiesserveheterogeneousdemandsThebaseproductcanbesoldtomanyuserswithheterogeneousdemandforadditionalfeaturesThisheterogeneousdemandforadditionalfeaturescanbesatisfiedthroughthepurchaseofadd-onproductsandaccessoriesatcustomers’discretionTheadd-onpricestructureallowsforahigh-degreeofcustomizationoftheproductandbenefitsdeliveredThepricepointscaneasilymatchthewillingnesstopayofheterogeneouscustomersIfalltheaccessorieswereincludedinasinglepackagealongwiththebaseproducts,customerswouldenduppurchasinganumberoffeaturesforwhichtheygainnobenefit:a“gold-plated”solutionTheproductwouldbepricedhigher,thushavealowervolumeofsalesTheofferwouldleavethecompanyvulnerabletoalower-pricedandlower-featuredcompetitor?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.SignpostEffectCustomerslackfullinformationofallcomparableoffersImperfectmemoryiftheeffortoflearningallthepricesoutweighstheexpectedbenefitsUnlikelytorecalllastpriceobservedifthepurchaseoccursinfrequentlyCustomerswillconstructanoverallpriceimageforretailersincalculatingtheiranticipatedutilityforselectingoneretaileroveranotherPricesoncertainitemscansignaltocustomersthepriceimageforotherproductsCompaniescanusethesignposteffecttosignalalowpriceimagebypricingsomeitemslowwhilemaintainingpricingotheritemshigh?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.SignpostExampleAcustomerlookingtopurchaseanewtennisracketmightfirstcheckthestore’spriceonacanoftennisballsIftheballsarepricedlow,thecustomermayassumethatthetennisracketsarealsopricedlowIftheyarepricedhigh,thecustomermaywalkoutandseekbargainselsewhereTousethesignposteffect,retailersshouldidentifysignpostitemsasitemsthatarecomplementarytothemainitem(s)theyseektosellandcustomersarelikelytohaveaccurateexpectationofpricesNeedcustomerstobeabletoaccuratelyidentifyandinterpretthesignpostitemaspricedfavorablyifthesignpostitemistoinducecustomerinteractionUsingpopularandfrequentlypurchaseditemsforsignpostpricingincreasesthelikelihoodthatcustomerswillhaveaccuratepriceexpectations?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.SignpostEffectThePriceSignalisnotnecessarilyaccurateCompaniescanuselowpricesonpopularorfrequentlypurchasedproductstoinducepurchaseoflesspopularorinfrequentlypurchaseditemswhicharepricedtoyieldahigherrelativecontributionmarginSignallowpriceswithadvertised/saleitemswhilecapturinglargermarginswithunadvertised/non-saleitemsSignallowpriceswithfrequentlypurchasedgoodswhilecapturinglargermarginswithmoredurableitemsSignpostpricestrategiesareeffectiveatbothsellingtheadvertiseditemanditscomplementarygoodsThesignposteffecthasbeenmostlyexploredinthecontextofamulti-productretailmarket?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.SignpostEffectStorescanprofitwithsignpostpricing,andperhapsevenpricecertainsignpostitemsbelowmarginalcost,underthefollowingcircumstancesStoresareheterogeneousintheirformat,somehaveahighercoststructurewhileothershavealowercoststructureCustomersareheterogeneousintheirstorepreference,perhapsduetolocationorproductavailability,cleanlinessanddécor,customerservice,orlengthofqueuesCustomersselectfromwhichretailertopurchasebasedontheexpectedutilitytheywillderivefrompatronizingaspecificstoreRetailerscanuseadvertisedpricestosignalanoverallpriceimageofthestore,thusincreasingtheanticipatedsurplusacustomerwillcapturebyselectingaspecificstoreStoresadvertisepricesofafewselectproducts,leavingcustomerstodiscoverthepricesofunadvertisedproductsaftertheyenterthestoreSuchasituationcanencouragehigher-costretailerstopricematchlower-costretailersonadvertisedproductsinordertoencouragestoretraffic,whichleadstothepurchaseofunadvertisedproductsathigherpricesExercisecautionwithanti-trustviolations?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.OptionalEquipmentEffectSimilartosignpostitemsinretailthatdrawcustomertraffic,manufacturersoftencouplelower-marginbase-modelswithhigher-marginoptionalequipmentBaseSuggestedRetailPriceforBMWZ42.5siSportRoadster,E8561330€RubyBlackMetallicExterior2180€ImolaRed/AnthraciteBi-colorInterior1530€CompositeStarSpokeWheels565€ComfortPackage810€Hi-fiSysProfDSP1455€

Navigation-systemProfessional2690€ElectricFoldExteriorMirrors320€WindDeflector335€CruiseControl365€DarkPoplarWoodTrim320€Total71900€?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.OptionalEquipmentEffectIfthebaselineproductiscomparedbetweencompetingmanufacturersbuttheadd-onproductsarerarelypricecompared,thedifficultcomparisoneffectallowscompaniestocapturehighermarginsonadd-onoptionalequipmentManufacturershaveamonopolypositionoverfactoryinstalledoptionalequipment,assuchtheycan,tosomedegree,useadd-onitemstoeffectivelypricesegmentthemarketBaseSuggestedRetailPriceforBMWZ42.5siSportRoadster,E8561330€RubyBlackMetallicExterior2180€ImolaRed/AnthraciteBi-colorInterior1530€CompositeStarSpokeWheels565€ComfortPackage810€Hi-fiSysProfDSP1455€

Navigation-systemProfessional2690€ElectricFoldExteriorMirrors320€WindDeflector335€CruiseControl365€DarkPoplarWoodTrim320€Total71900€?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.OptionalEquipmentEffectFactoryinstalledoptionalequipment,unliketyingarrangements,doesnotrequirecustomerstomakepurchasesaftertheinitialtransaction,andthereforeisnotlikelytofallfoulofanti-trustconcernsBaseSuggestedRetailPriceforBMWZ42.5siSportRoadster,E8561330€RubyBlackMetallicExterior2180€ImolaRed/AnthraciteBi-colorInterior1530€CompositeStarSpokeWheels565€ComfortPackage810€Hi-fiSysProfDSP1455€

Navigation-systemProfessional2690€ElectricFoldExteriorMirrors320€WindDeflector335€CruiseControl365€DarkPoplarWoodTrim320€Total71900€?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.NetworkExternalitiesInsomesituations,networkexternalitiescanencouragethemorepopularbaseproducttobepricedverylow,whileadditionalcomplementaryproductsarepricedrelativelyhigherProductsaresaidtobenefitfromnetworkexternalitieswhenthevalueoftheproductincreaseswiththenumberofpeoplethatuseitForinstance,thevalueofAdobePDFfilesincreaseswiththenumberofpeoplethatareabletoreadaPDFfileSimilarly,thevalueofemail,mobiletextmessages,andon-linenetworkingplatformsincreasesbenefitfromnetworkexternalitieswherethebenefitanyoneusergainsisdependentonthenumberofotherusersinthenetworkHistoricexample:FaxMachinesCurrentexamples:Facebook,Twitter,iPhoneApps?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Metcalfe’sLaw(FatheroftheEthernet)

GeorgeGilder&Faxes(1980’s)ThevalueofanetworkunderpositivenetworkexternalitiesincreaseswiththesquareofthenumberofmembersProofConsideranetworkwithnpeopleincludedThevaluetothen’thpersoninthenetworkcreatedbyhavingotherpeopleinthenetworkisproportionaltothenumberofotherpeopleinthenetwork(n-1)ThenumberofpeoplegettingthisvalueisnThus,thetotalvalueofthenetworkisproportionaltothenumberofpeoplewhogetvaluefromthenetwork(n)timesthevalueeachpersonderivesfromthenetwork(n-1)ornX(n-1)=n2–nThisasymptoticallyapproachesthesquareofthenumberofpeopleinthenetwork?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.NetworkExternalitiesProductsthatbenefitfromnetworkeffectsaremarketedunderhighmotivationtoincreasethenumberofcustomersontheirnetworkThismayencouragethepriceofonesideofthemarkettobepricedatagreatlyreducedlevelfromwhatitwouldbepricedatinabsenceofthenetworkeffects,inordertodriveadaption?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.NetworkExternalitiesandUpgradeMarketsWithinformationgoods,wherethecostofcreationishighbutthecostofreproductionislow,networkexternalitiescanleadtoaggressivepricingbehaviorwhereinthebaseproductisofferedfreelyandprofitsarecapturedthroughcomplementaryproductsAdobegivestheAdobeReaderforfreetoanyuserbutchargesforthepotentialtocreatePDFfilesApplepricesaccesstoitsiTunesmusicfilemanagementsystematzerobutchargescustomersfordownloadingmusicthroughitsonlinestoreMotivates“freeware”Capturesprofitsfromusersthemselvesthroughthesaleofupgradedbenefits?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.NetworkExternalitiesandTwo-sidedMarketsSellingaccesstothenetworktothirdpartiesasameansofmonetarizingthenetworkStrategyisbehindthehistoricnewspaperandmagazinepublicationstrategyinwhichthesubscriptionrateisdiscountedfromthetotalcosttoproduceandadditionalrevenueisgainedbysellingaccesstothenewspaper’sreaderstoadvertisersSimilarly,LinkedInandFacebook,twopopularonlinesocialnetworkingplatforms,enableuserstointeractwithotherusersfreelywhileLinkedInsellsaccesstoitsdatabaseofuserstorecruitersandFacebooksellsadvertisingspaceMotivationforfreeware?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Lock-inEffectwithComplementsIncontrasttotheaboveinvestigationofstrategicfactorsthatencouragetheadvertisedorbasemodelpricestoyieldlowmarginswhileoptionsyieldgreatermargins,complementaryproductsthatincreaseswitchingcostsofbaseproductscanenablecompaniestopricethebaseproducthighwhilepricingcomplementaryproductslow,ifnotaltogetherabdicatinganymonopolypoweroveradd-onproductsThisoccursincaseswherethebaseproductisfrequentlypurchasedorissemi-durableandpurchasedonthetimescaleofayearortwoToencouragecustomerstoreplaceanexpireditemwithaproductfromthesamemanufacturer,thecompanycanencouragecustomerstomakeproductspecificinvestmentsincomplementaryproductsWhentheydo,thecomplementaryproductsactasabarriertoswitchingmanufacturersatthetimeofreplacement,thuslocks-inthecustomer?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Lock-inEffectwithComplementsMobilehandsetmakersattemptthistosomedegreethroughencouragingcustomerstopurchasepowerchargers,headsets,andcarkitsthatcontainproprietaryprotocolsorconnectionsforinteractivityWhileNokiaoffersbrandedaccessories,manyoftheaccessoriescanalsobepurchasedfromthirdpartiesThe“l(fā)atest”Nokiawillbereleasedwithsomebackwardscomplementaryproductsfromearlierhandsetsaswellasnewer,morespecificcomplementaryproducts?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Lock-inEffectwithComplementsSimilarly,usersthatpurchasetheMicrosoftWindowsoperatingsystemwillinvestsignificantlyincomplementarysoftwarethatonlyworksontheWindowsplatformWhenanopportunityarisestoswitchplatforms,perhapstoLinuxorAppleOSXLeopard,customerswillbereluctanttoreinvestinnewsoftwarethatworksonanewplatformCoredriverbehindplatformwarsiPhoneApps,BlackBerry,andnowPalmPreBlu-RayPlayersandContentProvidersNintendo/X-Box/Wii?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orposted