6.11 : 製品ミックスの価格戦略 II

Businesses with diverse product offerings use product mix pricing strategies to optimize profits, elevate their products' perceived value, and offer varied pricing options to customers.

The automobile industry effectively illustrates these strategies. For example, Tesla's pricing of its Model S, Three, X, and Y based on features and customer-perceived value, catering to various consumer needs and budgets, demonstrates product line pricing.

BMW offering customizations like advanced navigation systems or leather upholstery at additional costs, exemplifies optional product pricing. It enhances profits and customer satisfaction.

Electric vehicle manufacturers' premium pricing for add-ons like home charging stations while selling competitively priced EVs exemplify captive product pricing. It ensures consistent post-purchase revenue and encourages customer dependence on the company.

General Motors utilizes by-product pricing, recycling most of its manufacturing waste or by-products to increase efficiency and lower car costs.

The Honda Civic's package deals, including the car, extended warranty, and maintenance services at a discounted rate to boost perceived value, demonstrate product-bundle pricing.