Transcript chapter-XVI
Chapter 16 Developing A Price Structure Price Administration • Price administration is also concerned with handling price adjustments for sales made under different conditions. • Price structure decisions define how differential characteristics of the product will be priced and are of strategic importance to the firm and its customers. Managing Transactions • Rarely is list price the actual price paid by buyers • Price adjustments are typically made for – Sales made in different quantities – Sales made to different types of distributors – Sales made to distributors who perform different functions – Sales made to buyers in different geographical locations – Sales made with different credit and collection conditions – Sales made at different times of day, month, season, or year Price structure • Price structure provides the foundation for prices by determining – 1. The time and conditions of payment – 2. The nature of discounts to be provided to buyers – 3. Where and when title is to be taken by buyers – 4. Who pays for the transportation of the goods and how these charges are determined Discounts • Trade- based on a distributor’s place in the distributive sequence • Functional- represent payment for performance of certain marketing functions that would otherwise be performed by the manufacturer Trade or Functional discounts • Firms typically offer these discounts to independent wholesalers and retailers in order to motivate them to perform needed marketing activities. • Trade discounts are based on the distributor’s place in the distributive sequence • Functional discounts represent payment to the wholesalers and retailers for their performance of certain marketing functions that the manufacturer has to perform otherwise. • Price quoted to distributors as series of numbers such as “30,10,5 OR 2/10 net 30 OR 5/10 net EOM etc. Promotional discounts • A promotional discount is an allowance for distributors efforts to promote the manufacturers product. • Allowance may be in the form of percentage reduction or additional merchandise – Free cases of Coke for every dozen case ordered – Cash payment of the local newspaper ads Cash Discounts • A cash discount is a reward for the payment of an invoice or account within a specific period of time. • 2/10 net 30 Advance Purchase Discounts • Lower prices for early purchases • Buyers with lower price sensitivity pay more for the same service than those who purchase the service ahead of usage. • Firms that experience seasonal demand for their products encourage buyers to commit to their purchase before they actually need the product. • Opportunity to use the cash while producing the products instead of borrowing money. Peak Load Pricing • Higher prices during periods of higher demand, and lower prices during offpeak periods • Usually in Electric or Telecommunication sectors – Time of day pricing Quantity Discounts • Most common type of discount • This discount is granted for Volume purchases (measured in dollars or units) Example: Applying Discounts: 10 ladders @ $30 6 ladders @ $50 10 ladders @ $90 5 ladders @ $120 4 ladders @ $150 Total $ 300 300 900 600 600 $ 2,700 • Trade discounts are 40,10,5 • Cash discount 3/10 net 30 • Additional Quantity discount of 5% for orders above $1000 or more Applying Quantity Discount Total order amount Discount, $2,700 x 0.05 Net order amount $ 2,700 135 $ 2,565 Applying Trade Discounts Net order amount $ 2,565.00 Less: 40% discount Less: 5% discount 1,026.00 $ 1,539.00 153.90 $ 1,385.10 69.26 Amount due manufacturer $ 1,315.84 Less: 10% discount Applying Cash Discount Amount due manufacturer Less:3 % discount Net Remittance $ 1,315.84 39.48 $ 1,276.36 Price Discount Structures Types of Discount Structures Pricing Decisions Number of Decisions Fixed (uniform) price Price 1 All units quantity discount Two-part prices Price points Price Break points Fixed price Variable price Fixed prices Variable prices Prices 2 1 1 1 2 2 2 Multi-person pricing Prices 2 or more Two-block prices or more or more or more or more or more Fixed (Uniform) Price Total Revenue TR Unit Price Quantity Quantity Discount (All Units) Total Revenue TR Unit Price Quantity Uniform Two-Part Prices Total Revenue Fixed TR Unit Price Quantity Two-Block Prices Total Revenue TR Unit Price Quantity 2 Two-Part Prices Total Revenue TR1 TR2 Fixed Unit Price Quantity Price Points Total Revenue • • • • • TR • Unit Price Quantity Cash Discounts and Credit Decisions • The seller must determine The amount of the cash discount The length of the credit period The amount to spend on attempting to collect overdue accounts The customers to whom to offer credit terms The magnitude of the line of credit • Increasing the amount of the cash discount or lengthening the time period that the discount applies will result in increases in demand Reasons for Cash Discounts 1. To encourage prompt payment of invoices 2. To reduce credit risks and the cost of collecting overdue accounts 3. To follow industry or historical practice Problems of Cash Discounts 1. It may be more economical for a firm to borrow money on a short-term basis than to offer cash discounts 2. Large buyers may take the cash discount as a matter of routine, even though the payment is not made within the discount period 3. During period of inflation, many firms experience a slow-down in the payment of bills by customers Geographical Pricing Decisions • F.O.B. origin pricing means the seller quotes prices from the point of shipment • Free On Board means it is the buyer’s responsibility to select the mode of transportation, choose the specific carrier, handle any damage claims, and pay all shipping charges Geographical Pricing Decisions • Delivered pricing means the price quoted by the manufacturer includes both the list price and transportation costs • Single-zone pricing- the seller receives a different net return when transportation costs for customers vary • Multiple-zone pricing- delivered prices are uniform within two or more zones Geographical Pricing Decisions • F.O.B. with freight allowed- the buyer arranges and pays for the transportation but deducts these transportation costs from the invoice total and remits the net amount • Basing-point pricing- the delivered price is the product’s list price plus transportation costs from a basing point to the buyer Home Assignment • What are the advantages and disadvantages of Company wide basing point • Answer Question 8,9 of Page 468 END OF CHAPTER