7

CHIẾN LƯỢC GIÁ

Introduction

Các khái niệm chính được đề cập

trong chương này: Giá tối ưu, nhu cầu tuyến tính và
Giá cao cấp không đổi
Độ co giãn của giá theo "sở hữu",
Giá bảo lưu
"chéo" và "còn lại"
phần trăm giá trị
tốt
Độ co giãn của cầu theo giá
 Metric Construction Considerations Purpose

7.1 Price The percentage by Benchmarks include Measures how a

Premium which the price of average price brand’s price com-
a brand exceeds a paid, average pares to that of its
benchmark price. price charged, competition.
average price displayed,
and price of a relevant
competitor. Prices can
be compared at any
level in the channel
and can be calculated
on a gross basis or net
of discounts and
rebates.
7.2 Reservation The maximum Reservation prices are One way to con-
Price amount an indi- difficult to observe. ceptualize a
vidual is willing to demand curve is
pay for a product. as the aggregation
of reservation
prices of potential
customers.
7.2 Percent Good The proportion of Easier to observe than A second way to
Value customers who individual reservation conceptualize a
consider a product prices. demand curve is
to be a good as the relationship
value—that is, to between percent
have a selling price good value and
below their reser- price.
vation price.
 Metric Construction Considerations Purpose

7.3 Price The responsiveness For linear demand, Measures the

Elasticity of of demand to a linear projections responsiveness of
Demand small change in based on elasticity are quantity to
price, expressed accurate, but elasticity changes in price. If
as a ratio of changes with price. priced optimally,
percentages. For constant elasticity the margin is the
demand, linear pro- negative inverse of
jections are approxi- elasticity.
mate, but elasticity is
the same for all
prices.
7.4 Optimal Price For linear demand, Optimal price formu- Quickly deter-
optimal price is las are appropriate mines the price
the average of only if the variable that maximizes
variable cost and cost per unit is con- contribution.
the maximum stant, and there are no
reservation price. larger strategic con-
For constant elas- siderations.
ticity, optimal
price is a known
function of vari-
able cost and elas-
ticity. In general,
optimal price is
the price that
maximizes contri-
bution after
accounting for
how quantity
changes with
price.
7.5 Residual Residual elasticity Rests on an assump- Measures the
Elasticity is “own” elasticity tion that competitor responsiveness of
plus the product of reaction to a firm’s quantity to
competitor reac- price changes is pre- changes in price,
tion elasticity and dictable. after accounting
cross elasticity. for competitor
reactions.