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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
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i

Chapter 1
Unit 1-1


4P 002

Unit 1-2 004

Unit 1-3 006

Unit 1-4 008

Unit 1-5 2~5 010

Chapter 2
Unit 2-1 014

Unit 2-2 016

Unit 2-3 018

Unit 2-4 020

Unit 2-5 022

Unit 2-6 024

Chapter 3
Unit 3-1 028

Unit 3-2 030

Unit 3-3 032

Unit 3-4 034

Unit 3-5 LV

036

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Unit 3-6 038

Unit 3-7 040

Unit 3-8 042

Unit 3-9 044

Unit 3-10
Pricing Management

046

Chapter 4
Unit 4-1 M 050

Unit 4-2 052

Unit 4-3 (Part I) 054

Unit 4-4 (Part II) 056

Unit 4-5 058

Unit 4-6 SOST 060

Unit 4-7 3C 062

Unit 4-8 064

Unit 4-9 066

Unit 4-10 (Part I) 068

Unit 4-11 (Part II) 070

Unit 4-12 Part I 072

Unit 4-13 Part II 074

Unit 4-14 075

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Chapter 5
Unit 5-1 (Part I) 078

Unit 5-2 (Part II) 080


Unit 5-3 082

Unit 5-4 084

Unit 5-5 BU 086

Unit 5-6 088

Unit 5-7 090

Unit 5-8 092

Unit 5-9 094

Unit 5-10 096

Unit 5-11 4P 098

Chapter 6
Unit 6-1 102

Unit 6-2 104

Unit 6-3 106

Unit 6-4 108

Unit 6-5 (Part I) 110

Unit 6-6 (Part II) 112

Unit 6-7 114

Unit 6-8 116

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Chapter 7
Unit 7-1 120

Unit 7-2 122

Unit 7-3 124


Pricing Management

Unit 7-4 126

Unit 7-5 128

Unit 7-6 130

Chapter 8
Unit 8-1 134

Unit 8-2 136

Unit 8-3 138

Unit 8-4 140

Unit 8-5 142

Unit 8-6 (Part I) 144

Unit 8-7 (Part II) 146

Unit 8-8 148

Chapter 9
Unit 9-1 152

Unit 9-2 154

Unit 9-3 156

Unit 9-4 158

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Unit 9-5 160

Unit 9-6 V > P > C 162

Unit 9-7 164


Unit 9-8 166

Unit 9-9 (COSTCO)

168

Chapter 10
Unit 10-1 172

Unit 10-2 174

Unit 10-3 176

Unit 10-4 178

Chapter 11
Unit 11-1 182

Unit 11-2 186

Unit 11-3 188

Unit 11-4 200

Unit 11-5 204

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1



Unit 1-1 4P

Unit 1-2

Unit 1-3

Unit 1-4

Unit 1-5 2~5

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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
(10)
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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
(3)
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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
210 1,500
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)

016 www.wunan.com.tw

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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

Thomas T. Nagle John E. Hogan


2006 The Strategy and Tactics of Pricing

1.


iPod
Pricing Management

iPhone iPad LG PRADA


LV Intel

2.






iPod
iPhoneipadLV SONYPanasonic



3.
iPod
iPod 299 1
MP3 2.3
Apple
iPod iPod
4.
(1)
(2)
(3)
(4)

5.

COOP
POS
024
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/ . -- . -- : ,
2016.10
;
ISBN 978-957-11-8743-3()

1.

496.6 105013987.

1FW5









theBAND Ada

106 339 4
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