Any manager of a company that deals with certain products or services successfully is a master of using pricing decoys and reference prices .
So let'scount the ways managers defend themselves with pricing:
Price decoys
Decoys,in marketing,are products,services,or price points that a bussiness doesn't really want you to take,but rather it is used as a reference to mark another product look better.
Economist Dan Ariely gives the classic example of a realtor who shows you a home that needs a new roof ,right before taking you to a higher-priced house she really wants to sell.It's hard to tell if a $400000 colonial house is a good deal -but compared with a $380000 home that needs work , it looks quite good . now consider, $499 for a palm comouter? well, compared with a smaller one with fewer features, it suddenly looks great .
Decoys explain why a company that sells electronic products often sells each gadget in a pricing series ,such as a new palm computer's $229,$229,and $399 pricepoints for differents storage capacities . you may gladly spend $299 to get a hot medioa player , thinking it's a deal compared with the hightest- priced version and not blink that you could indtead buy a palm computer at the lower price of $199 with more features.
The $399 "decoy" has clouded your judgment. Apple wins the best of both worlds - stoking demand for products that look like bargains and for all the decoys it sells at much higher prices. Yes, some people will spend $399 for a music player with slightly better technology - and Apple makes even fatter margins.
The pricing strategy is brilliant. By staging a series of perceived technology innovations and then adding price decoys, reference prices, obscurity and bundling, Apple makes us willing to pay more to do the same stuff we did 30 years ago: read magazines, type messages, watch shows or make phone calls. The communication breakthroughs are mostly an illusion, but with shiny aluminum in our hands, who cares what it costs?
所以让'scount经理与定价:保护自己的方式
价格诱饵
诱饵,在市场营销、产品、服务或价格点商务并不真的想要你,而是使用它作为一个参考标记另一个产品看起来更好。
经济学家Dan Ariely给一位房地产经纪人的典型例子向您展示了一个家,需要一个新的屋顶,之前带你去出售的高价房子她真正想要的。很难说如果400000美元的殖民的房子是一个很好的交易,但与380000美元的家庭,需要工作相比,它看起来不错。现在考虑,499美元对于一个掌上电脑吗?好,相比之下,一个较小的用更少的特性,它突然看起来很棒。
诱饵解释为什么公司销售电子产品通常销售定价中的每个产品系列,如一个新的掌上电脑的229美元,229美元,399美元pricepoints不同存储能力。你可能很乐意花费299美元获得热medioa球员,认为这是个交易与价格最高的,版本和不眨眼,你可以indtead买掌上电脑在199美元的低的价格和更多的功能。
399美元的“诱饵”已经影响你的判断。苹果赢得两全其美,带动产品看起来像便宜货和更高的价格出售所有的诱饵。是的,一些人会花399美元购买一个音乐播放器和略好技术——和苹果甚至胖利润率。
定价策略是辉煌的。通过举办一系列的技术创新和然后添加价格诱饵、参考价格、晦涩和捆绑,苹果让我们愿意花更多的钱做同样的东西我们30年前:阅读杂志,类型信息,观看节目或打电话。通信突破大多是一种错觉,但闪亮的铝在我们的手中,谁在乎成本是多少?
