定價策略Pricing Strategy
課程描述與目標
本課程討論也許是企業決策中最重要的一項決策-訂價
強調理論與實務並重，除介紹一些與訂價有關的經濟學與消費者行為理論外;重點將置於訂價策略的實務面 。
教學用書
1.Thomas T. Nagle & Reed K. Holden, The Strategy and Tactics of Pricing, Second Edition, Prentice-Hall, 1995.
2.劉典嚴 訂價策略
參考教材及專業期刊導讀
1.Journal of Marketing
2.Journal of marketing Research
上課內容
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教學內容 |
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1 |
概論 (Effective Pricing Management) |
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2 |
訂價的經濟面 (The Economics of Price Determination & The Economics of Information) |
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3 |
訂價管理的行為面 (Behavioral Foundations For Pricing Management) |
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訂價實務 (Pricing Practices That Endanger Profits) |
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價格與價值顧客價值分析 (Price and Customers’ Perceptions of Value & Customer Value Analysis) |
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成本於訂價策略扮演的角色 (The Role of Costs in Pricing Decisions) |
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行銷獲利力訂價 (Marketing Profitability Analysis) |
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經驗曲線訂價 (Experience Curve Pricing) |
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期中考 |
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產品生命週期訂價 (Pricing Over the Product Life Cycle) |
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產品線訂價 (Product-line Pricing) |
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價格結構 (Developing A Price Structure) |
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中間商與訂價 (Pricing To and Through the Channel) |
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拍賣及競標 (Auctions and Competitive Bidding) |
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轉移訂價 (Pricing on the Internet) |
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訂價決策架構 (Research Methods for Pricing Decisions) |
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期末考 |
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