Professional Documents
Culture Documents
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Pricing 4PProductPricingPlace
Promotion
4P
4P
CP CV
3P 4P
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Pricing Management
taikuo@cc.shu.edu.tw
tai_kuo@emic.com.tw
ii www.wunan.com.tw
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i
Chapter 1
Unit 1-1
4P 002
Chapter 2
Unit 2-1 014
Chapter 3
Unit 3-1 028
Unit 3-5 LV
036
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Unit 3-10
Pricing Management
046
Chapter 4
Unit 4-1 M 050
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Chapter 5
Unit 5-1 (Part I) 078
Unit 5-3 082
Chapter 6
Unit 6-1 102
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Chapter 7
Unit 7-1 120
Chapter 8
Unit 8-1 134
Chapter 9
Unit 9-1 152
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Unit 9-5 160
Unit 9-8 166
168
Chapter 10
Unit 10-1 172
Chapter 11
Unit 11-1 182
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1
Unit 1-1 4P
Unit 1-2
Unit 1-3
Unit 1-4
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Unit 4P
1-1
4P
4P 4P mix 4P
1.
Pricing Management
2.
3.
4.
5.
(Price)
1.
Adam Smith Invisible
HandMarket Function
Price Function
AMAPrice
2.
(1) (2) (3)
(4) (5) (6)
(7) (8)
(9)
002 www.wunan.com.tw
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4P
Marketing System
4P
1. Product 2. Promotion 3. Place 4. Price
Marketing Information
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Unit
1-2
A
Q1
P1
Pricing Management
Minet Sthindehutte2015
1.
320
320
2.
3.
4.
5.
4P
P 3P
3C
004 www.wunan.com.tw
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1
A
P1
Q1
Q
1.
2.
3.
4.
5.
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Unit
1-3
Price
1.
Pricing Management
2.
LV 36,000
$36,000
LV
3.
DemandPrice
1.
A B B A
2.
LVCHANELCartierDiorHERMSGUCCI
A B
Q2
3.
4. (1) (2)
006
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A 1
P1
B
P2
D1
Q
Q1 Q2
B Q2
A Q1
P
D2
P2 B
P1
A
Q
Q1 Q2
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Unit
1-4
1.
Pricing Management
2.
(1)
(2)
3.
(1)
(2)
1.
(1)
(2)
(3)
2.
(1)
(2)
(3)
3.
(1)
(2)
(3)
4.
(1)
(2)
008 www.wunan.com.tw
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1. 2.
1
3. 4.
1. 2.
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Unit
1-5
2~5
2 5
1.
2 5
5 6 7
2 5
Pricing Management
2 3 5
(1) (2) (3)
(4) (5)
2.
2.
(1) 4
4
500 5
2,500 500 5
20
(2) 2
20
10 2
(3) 3 4
FOB
30 3 90
4 120 FOB Free On Board
3.
10 www.wunan.com.tw
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010
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2 5
2 4 2 5
1
1. 2.
1,500
1,200
750
598
550 550
430 450
239
210
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2
Unit 2-1
Unit 2-2
Unit 2-3
Unit 2-4
Unit 2-5
Unit 2-6
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Unit
2-1
Price
1. 4P P
4P RevenueProt
P
Pricing Management
2.
P
Price
3P Product Place
Promotion
3.
M
=
4. 3P
4P Package
Operation
3P
Product
Place
Promotion
3P
5.
6.
014
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1. 4P
2.
2
3.
4. 3P
5.
6.
1
2 4
3
4P
P
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Unit
2-2
1. 2. 3.
1.
2.
Pricing Management
3.
4.
1. 2.
3. 4.
5.
1.
10
AC
10
15
10
5 30 50
12 = 9
5 9
15
10
2.
3.
(1)
(2) (3) (4) (5) (6) (7)
(8) (9)
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2
b c
2.
1.
3.
4.
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Unit
2-3
500 S&P 500 Average Economics
500
1% 7.1% 1%
Pricing Management
4.6% 1% 1.5
4P Strategic
1.
BMWLEXUS
2.
3.
85 C
40 50 120 85 C
4.
5.
6.
018
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1.
2.
2
3.
4.
5.
6.
4 2
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Unit
2-4
1.
Price Zone
Pricing Management
2.
(1)
(2)
(3)
(4)
(5) NCC
3.
(1)
(2)
(3)
Dr. Milker 40
(4)
(5)
4.
(1)
(2)
020 www.wunan.com.tw
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(1)
1.
2.
(2)
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Unit
2-5
1.
2.
Pricing Management
3. Price Zone
50
20
4. Perceived Price Zone
20 18 16
16
Price Sensitivity
1.
(1)
LV 3.6
(2)
(3)
(4)
M
2.
022
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1 2 3
4 5 6 7
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Unit
2-6
1.
496.6 105013987.
1FW5
theBAND Ada
106 339 4
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wunan@wunan.com.tw
01068953
2016 10
300
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