6.7 : 定价策略 I

Pricing tactics are temporary methods businesses utilize to adjust prices according to the five Cs to stimulate demand and attain marketing objectives.

The first tactic is Markdowns, where the product's original selling price is lowered to boost sales, like airlines offering discounts on unsold seats as the departure date approaches.

Second is Quantity discounts that encourage customers to purchase in bulk by offering reduced prices for larger quantities.

For example, an apparel retailer offers t-shirts for 15 dollars each but discounts it to 13 dollars when purchasing three or more, boosting consumption.

Third, Seasonal discounts in which price reductions are offered during specific times of the year to leverage seasonal demand.

Like, hotel rooms are discounted during off-seasons.

Fourth is Coupons that provide product discounts to foster loyalty or attract new buyers.

These can be distributed via various channels, such as print or digital media, like a restaurant offering food coupons digitally or in print for the next purchase.

Markdowns, seasonal discounts, and coupons are central to high/low pricing strategies, leading to increased sales.