MARKETING MANAGEMENT

12th edition

14
Developing Pricing Strategies and
Programs
(Mengembangkan Strategi & Program
Penetapan Harga)

Kotler Keller
Chapter Questions
• How do consumers process and evaluate
prices?
• How should a company set prices initially for
products or services?
• How should a company adapt prices to meet
varying circumstances and opportunities?
• When should a company initiate a price
change?
• How should a company respond to a
competitor’s price challenge? 14-2
Whirlpool’s Duet
combo is nearly
four times the
price of
comparable
models

14-3
 Synonyms for Price
Persamaan Kata Harga

• Rent (sewa) • Special assessment

• Tuition(biaya kuliah)
• Fee (fee)
• Fare (biaya perjalanan)
• Rate (bunga)
• Toll (bea)
• Premium (premi)
• Honorarium (honor)
(Penialian khusus)
• Bribe (uang pelicin)
• Dues (hutang)
• Salary (gaji)
• Commission (komisi)
• Wage (upah)
• Tax (pajak)

14-4
 Harga

Harga sejumlah satuan uang dalam satuan

moneter tertentu untuk memperoleh barang
tertentu

14-5
 Common Pricing Mistakes
Kesalahan Umum dalam Penetapan Harga
• Determine costs and take traditional industry margins
(Menentukan harga dan meggunakan margin industri tradisional)
• Failure to revise price to capitalize on market changes
(Gagal merevisi harga untuk mengambil keuntungan pada perubahan
pasar.)
• Setting price independently of the rest of the marketing mix
(Penetapan harga dilakukan secara independen di luar bauran
pemasaran)
• Failure to vary price by product item, market segment, distribution
channels, and purchase occasion
• Tidak bisa menvariasikan harga berdasarkan item produk, segmen
pasar, saluran diostribusi, dan waktu pembelian.

14-6
Consumer Psychology and Pricing
(Psikologi Konsumen dan Harga)

Reference Prices
(Harga acuan)

Price-quality inferences
(Asumsi kualitas harga)

Price endings
(Penetapan harga)

Price cues
(Indikasi harga)

14-7
 Table 14.1 Possible Consumer Reference Prices
Harga Acuan Konsumen yang Memungkinkan

• “Fair price” • Lower-bound price

(Harga rasional) (Harga termurah)
• Typical price • Competitor prices
(Harga khusus) (Harga pesaing)
• Last price paid • Expected future price
(Harga terakhir) (Harga yg diharapkan)
• Upper-bound price • Usual discounted
(Harga tertinggi) price
(Harga diskon khusus)
14-8
Table 14.2 Consumer Perceptions vs. Reality for Cars
Persepsi Konsumen VS Realita Memilih Mobil

Overvalued Brands Undervalued Brands

(Merek harga tertinggi) (Merek dibawah Harga)
• Land Rover • Mercury
• Kia • Infiniti
• Volkswagen • Buick
• Volvo • Lincoln
• Mercedes • Chrysler

14-9
 Price Cues
(Indikasi Harga)
• “Left to right” pricing ($299 versus $300)
(Penetapan harga “kiri ke kanan”)
• Odd number discount perceptions
(Persepsi diskon dengan jumlah tidak normal)
• Even number value perceptions
(Persepsi nilai jumlah konstan)
• Ending prices with 0 or 5
(Harga akhir 0 atau 5)
• “Sale” written next to price
(“Jual” ditulis setelah harga)
14-10
When to Use Price Cues
Ketika Menggunakan Indikasi Harga
• Customers purchase item
infrequently
(Konsumen jarang membeli
barang)
• Customers are new
(Konsumen tergolong baru)
• Product designs vary over time
(Desain produk bervariasi dari
waktu ke waktu)
• Prices vary seasonally
(Macam harga menurut musim)
• Quality or sizes vary across
stores
(Kualitas ukuran bervariasi di
semua toko)
14-11
Steps in Setting Price
(Tahapan dalam Penetapan Harga)
Select the price objective
(Memilih objektifitas/tujuan harga)
Determine demand
(Menentukan permintaan)
Estimate costs
(Estimasi biaya)
Analyze competitor price mix
(Menganalisa bauran pemasaran pesaing)
Select pricing method
(Memilih metode penetapan harga)
Select final price
(Memilih harga akhir)
14-12
Step 1: Selecting the Pricing Objective
(Memilih Obyektif Penetapan Harga)

• Survival
(Bisa bertahan)
• Maximum current profit
(Keuntungan maksimun yang
diterima)
• Maximum market share
(Distribusi pasar maksimun)
• Maximum market skimming
(Peluncuran pasar maksimun)
• Product-quality leadership
(Kepemimpinan kualitas
produk)

14-13
Figure 14.1 Price Tiers in the Ice Cream Market
Batasan Harga di Pasar Eskrim

14-14
 Step 2: Determining Demand
Mengetahui Permintaan

Price Sensitivity
(Kepekaan harga)

Estimating Demand Curves

(Menaksir kurva permintaan)

Price Elasticity of Demand

(Elastisitas Harga Permintaan)

14-15
Figure 14.2 Inelastic and Elastic Demand

14-16
Step 3: Estimating Costs
Estimasi Biaya

Types of Costs
(Tipe dari biaya)

Accumulated Production
(Akumulasi produksi)

Activity-Based Cost Accounting

(Aktivitas akuntasi biaya)

Target Costing
(Target Biaya)

14-17
 Cost Terms and Production
Istilah Harga dan Produksi
• Fixed costs
(Biaya tetap)
• Variable costs
(Biaya variabel)
• Total costs
(Total biaya)
• Average cost
(Biaya rata-rata)
• Cost at different levels of
production
(Harga ditingkat produksi
yang berbeda) 14-18
Figure 14.4 Cost per Unit as a Function of Accumulated Production
Biaya perunit sebagai fungsi produksi yang terakumulasi

14-19
9 Lives Uses Target Costing

14-20
Step 5: Selecting a
Pricing Method
• Markup pricing
(Penetapan harga mark-up)
• Target-return pricing
(Penetapan harga
pengembalian target)
• Perceived-value pricing
(Penetapan harga nilai yang
sama)
• Value pricing
(Penetapan harga nilai)
• Going-rate pricing
(Penetapan harga going rate)
• Auction-type pricing
(Penetapan harga jenis lelang)
14-21
Figure 14.6 Break-Even Chart

14-22
 Auction-Type Pricing
Penetapan Harga Jenis Lelang

English auctions
(Lelang Inggris)

Dutch auctions
(Lelang Jerman)

Sealed-bid auctions
(Lelang Penawaran Terjual)

14-23
 Step 6: Selecting the Final Price
Memilih Harga Akhir
• Impact of other marketing activities
(Dampak aktivitas pemasaran lain)
• Company pricing policies
(Kebijakan penetapan harga
perusahaan)
• Gain-and-risk sharing pricing
(Penetapan harga dengan membagi
laba dan resiko)
• Impact of price on other parties
(Dampak harga terhadap pihak lain)

14-24
 Price-Adaptation Strategies
(Strategi Penyesuaian Harga)
Geographical Pricing
(Penetapan harga geografi)

Discounts/Allowances
(Diskon/pembayaran)

Promotional Pricing
(Penetapan Harga Promosi)

Differentiated Pricing
(Penetapan Harga Berbeda)

14-25
 Price-Adaptation Strategies
Strategi Penyesuaian Harga
Countertrade (Imbal Dagang) Discounts/ Allowances
• Barter • Cash discount
(Barter tunai) (Diskon tunai)
• Compensation deal • Quantity discount
(Kompensasi) (Diskon kualitas)
• Buyback arrangement • Functional discount
(Pemeblian ulang) (Diskon fungsi)
• Offset • Seasonal discount
(Perimbangan) (Pembayaran)
• Allowance
(Imbalan)

14-26
 Promotional Pricing Tactics
(Taktik Penetapan Harga Promosi)
• Loss-leader pricing
(Penetapan harga loss-leader)
• Special-event pricing
(Penetapan harga utk peristiwa khusus)
• Cash rebates
(Pendanaan bunga rendah)
• Low-interest financing
(Jangka waktu pemb.yg lama)
• Longer payment terms
(Jaminan&kontrak pelayanan)
• Warranties and service contracts
(Garansi & pelayanan berjangka)
• Psychological discounting
(Diskon secara pskologis)
14-27
 Differentiated Pricing and Price Discrimination
(Penetapan Harga berbeda & Diskriminasi Harga)
• Customer-segment pricing
(Penetapan harga segmen konsumen)
• Product-form pricing
(Penetapan hrga sesuai frmt produksi)
• Image pricing
(Penetapan harga sesuai image)
• Channel pricing
(Penetapan harga sesuai saluran)
• Location pricing
(Penetapan harga sesuai lokasi)
• Time pricing
(Penetapan harga berdasrkan waktu)
• Yield pricing
(Penetapan harga sesuai hasil)
14-28
Table 14.5 Profits Before and After a Price Increase
keuntungan sebelum & sesudah kenaikan Harga

14-29
Increasing Prices
(Kenaikan Harga)

Delayed quotation pricing

(Penundaan penetapan harga baru
berdasarkan quota stock yang ada)

Escalator clauses
(Peningkatan harga bertahap)

Unbundling
(Harga Eceran)

Reduction of discounts
(Pengurangan Diskon)

14-30
Figure 14.7 Price-Reaction Program for Meeting Competitor’s Price Cut
(Program Reaksi harga dibanding dengan potongan harga kompetitor)

14-31
Brand Leader Responses to Competitive Price Cuts
(Respon Pemimpin Merek thdp Pot. Harga Pesaing)

• Maintain price
(Mempertahankan harga)
• Maintain price and add value
(Mempertahankan harga dan nilai tambah)
• Reduce price
(Pengurangan harga)
• Increase price and improve quality
(Meningkatkan harga dan kualitas)
• Launch a low-price fighter line
(Meluncurkan jenis produk dengan harga rendah)

14-32
Marketing Debate

 Is the right price a fair price?

Take a position:
1. Prices should reflect the value that
consumers are willing to pay.
2. Prices should primarily just reflect the cost
involved in making a product.

14-33
Marketing Discussion

 As a consumer, which pricing

method do you personally
prefer to deal with? Why?

14-34