### 날짜 : 2023-11-30 19:36 ### 주제 : #마케팅 #pricing #공부 ---- ### 6.6 Pricing Tactics #### **1. Loss Leader Pricing** - **Definition:** Loss leader pricing is a strategic tactic where a business offers a specific product or service at a price below its cost or with minimal profit margins. The goal is not to generate profits directly from the promoted item but rather to attract customers into the store or onto the website, with the expectation that they will purchase other, more profitable products during their visit. - **Strategies:** - Careful Selection: Businesses carefully choose which products to offer as loss leaders, typically focusing on popular or essential items that have a high likelihood of driving customer traffic. - Cross-Selling: The tactic relies on cross-selling, where businesses encourage customers to explore and purchase complementary or higher-margin products in addition to the loss leader. - Limited Time: Loss leader pricing is often implemented for a limited time, creating a sense of urgency for customers to take advantage of the discounted offer. - **Use Cases:** Loss leader pricing is frequently used by various retailers, supermarkets, and online stores. For example, a supermarket might offer discounted milk or bread, knowing that customers coming for these staples are likely to buy other groceries with higher profit margins. #### **2. Bundle Pricing** - **Definition:** Bundle pricing involves offering multiple related products or services as a package deal at a lower combined price compared to purchasing each item individually. It is designed to encourage customers to buy more by providing value and convenience. - **Strategies:** - Packaging Synergy: Businesses bundle products or services that complement each other, creating synergy and increasing the perceived value of the package. - Discounted Price: The bundled price is set lower than the total cost of purchasing the individual items, providing an incentive for customers to choose the bundle. - Tiered Bundles: Companies may offer different bundle options, such as basic, standard, and premium, to cater to various customer preferences and budgets. - **Use Cases:** Bundle pricing is commonly seen in industries like telecommunications (combining internet, TV, and phone services), fast-food (value meal deals), and software (software suites with multiple applications). #### **3. Predatory Pricing** - **Definition:** Predatory pricing is a controversial tactic in which a business deliberately sets prices below its production costs or competitors' prices with the aim of driving competitors out of the market. Once competitors exit, the predatory pricer may raise prices to recoup losses and establish market dominance. - **Strategies:** - Aggressive Price Cutting: Predatory pricers engage in aggressive price-cutting campaigns, often engaging in a price war with competitors. - Sustaining Losses: This tactic typically involves sustaining losses for an extended period, with the expectation that competitors will be unable to match or withstand the low prices. - **Use Cases:** Predatory pricing is highly regulated and illegal in many jurisdictions due to its potential to harm competition. It's challenging to find legal examples, as it can lead to antitrust litigation. However, allegations of predatory pricing have been made against some companies in the past. - [[Examples of Predatory Pricing in the history]] Predatory pricing is a contentious strategy and subject to legal scrutiny in many countries, as it can be seen as anti-competitive behavior. Businesses should exercise caution and ensure they comply with competition laws and regulations when considering pricing tactics. These pricing tactics are tools that businesses use to influence customer behavior, boost sales, and remain competitive in the market. The choice of tactic depends on various factors, including the industry, target audience, product offerings, and competitive landscape. ### 출처(참고문헌) - ### 연결문서 -