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B2B prcing (e-marketplace (issues (Information (dissemination, access),…
B2B prcing
e-marketplace
examples
eBay
Alibaba
Bitsy
tradekey.com
international trade shows
search engine marketing
features
sales leads
auction
internet auction
reduction in transaction cost
reverse auction
negotiation
bartering
reputation rating
supplier pricing and trade data
dynamic pricing
issues
data & privacy
offline relationships
buyer power
influence
cost
real time pricing
false bidding
Information
dissemination
access
exit fee
effective
MRO products
ethical
Unfair pricing
Anti-competitive pricing
fixed
discrimination
Predatory pricing/dumping
Intel
pay manufacturers & retailers/ choose intel over others
hidden rebates to PC manufacturers
consumers suffer a restricted choice
Pricing is ethical when
buyers voluntarily pay
equal info
no exploitation of a buyer’s ‘essential needs’
justified by costs
equal access to goods and services
Pricing strategies
outisde-in
skimming
few competing offers
short-term contribution to cash-flow
Penetration
economics of scale
discourage competitors
Target
buyers has a lot of power
automobile: set target price, drill down
set target price, sellers meet
inside-out
Mark-up/ Break-even
cost of production
sales volume
Product line
Peak load
Suggested resale pricing (Texas Instrument)
maintain a certain price
supports the price level
marginal cost
overcome perishability
hotel / travel
recover variable costs
discounts
file discounts
trade discounts
Security Direct
free delivery on selected items
best buys
specialist b2b supplier
pricing decisions
influencer
Channels
cost
locus of power
capabilities
Competitors
offerings
competitive structure
oligopoly
price leadership
prevent price war
pricing
Company
cost
objectives
profits
survival
sales volume/ revenue
market share
fairness
computer chip shortage
price gouging
OEMs seek alternatives
product ranges
Customers
ability to pay
perceptions
quality indicator
demand
elastic/ inelastic
Environment
economy
regulation
currency
challenging trading environment- Russia
1990s dominated by barter
Sales force
the least pricing authority: the highest levels of gross margin
discount to avoid work or time
overestimate customer price sensitivity
buyers aggressive negotiation
making a sale vs a loss of commission
cover pricing
British building industry
bid pricing
Panama Canal
lower cost
better technical criteria
Project-based pricing
Heathrow
What constitutes value in business-to-business markets
types of value-based strategies