市場營銷專業(yè)外文翻譯1

1、designing pricing strategies價格策略 designing pricing strategiesall for-profit organizations and many nonprofit organizations set prices on theirgoods or services. whether the price is called rent (for an apartment), tuition (foreducation), fare (for travel), or interest (for borrowed money), the conce

2、pt is the same.throughout most of history, prices were set by negotiation between buyers and sellers.setting one price for all buyers arose with the development of large-scale retailing atthe end of the nineteenth century, when woolworths and other stores followed a“strictly one-price policy” becaus

3、e they carried so many items and had so manyemployees.now, 100 years later, technology is taking us back to an era of negotiated pricing.the internet, corporate networks, and wireless setups are linking people, machines, andcompanies around the globe, connecting sellers and buyers as never before. w

4、eb siteslike compare.net and prices allow buyers to compare products and pricesquickly and easily. on-line auction sites like eb and o make it easy forbuyers and sellers to negotiate prices on thousands of items. at the same time, new tech-nologies are allowing sellers to collect detailed data about

5、 customers buying habits,preferenceseven spending limitsso they can tailor their products and prices.1in the entire marketing mix, price is the one element that produces revenue; theothers produce costs. price is also one of the most exible elements: it can be changedquickly, unlike product features

6、 and channel commitments. although price competi-tion is a major problem facing companies, many do not handle pricing well. the mostcommon mistakes are these: pricing is too cost-oriented; price is not revised oftenenough to capitalize on market changes; price is set independent of the rest of thema

7、rketing mix rather than as an intrinsic element of market-positioning strategy; andprice is not varied enough for different product items, market segments, and purchaseoccasions.215designing pricingstrategies andprogramswe will address the following questions: how should a company price a new good o

8、r service? how should the price be adapted to meet varying circumstances and opportunities? when should the company initiate a price change, and how should it respond tocompetitive price changes?224 chapter 12 designing pricing strategies and programsvalue pricingvalue pricing is a method in which t

9、he company charges a fairly low price for a high-quality offering. value pricing says that the price should represent a high-value offer toconsumers. this is a major trend in the computer industry, which has shifted fromcharging top dollar for cutting-edge computers to offering basic computers at lo

10、werprices. for instance, monorail computer started selling pcs in 1996 for as little as $999to woo price-sensitive buyers. compaq and others quickly followed suit. more recently,emachines began selling its pcs for less than $500 without a monitor, targeting the 55percent of computerless households w

11、ith annual incomes of $25,000 to $30,000.13value pricing is not a matter of simply setting lower prices on ones productscompared to those of competitors. it is a matter of reengineering the companys oper-ations to become a low-cost producer without sacricing quality, and lowering pricessignicantly t

12、o attract a large number of value-conscious customers. an important typeof value pricing is everyday low pricing (edlp), which takes place at the retail level.retailers such as wal-mart and a use edlp pricing, posting a constant,everyday low price with few or no temporary price discounts. these cons

13、tant priceseliminate week-to-week price uncertainty and can be contrasted to the “high-low” pric-ing of promotion-oriented competitors. in high-low pricing, the retailer charges higherprices on an everyday basis but then runs frequent promotions in which prices aretemporarily lowered below the edlp

14、level.14retailers adopt edlp for a number of reasons, the most important of which isthat constant sales and promotions are costly and erode consumer condence in thecredibility of everyday prices. consumers also have less time and patience for suchtime-honored traditions as watching for specials and

15、clipping coupons. yet promo-tions are an excellent way to create excitement and draw shoppers. for this reason,edlp is not a guarantee of success. as supermarkets face heightened competitionfrom store rivals and alternative channels, many are drawing shoppers using a combi-nation of high-low and edl

16、p strategies, with increased advertising and promotions.15going-rate pricingin going-rate pricing, the rm bases its price largely on competitors prices. the rmmight charge the same, more, or less than its major competitor(s) charges. in oligop-olistic industries that sell a commodity such as steel,

17、paper, or fertilizer, rms normallycharge the same price. the smaller firms “follow the leader,” changing their priceswhen the market leaders prices change rather than when their own demand or costschange. some rms may charge a slight premium or slight discount, but they typicallypreserve the amount

18、of difference. when costs are difcult to measure or competitiveresponse is uncertain, rms feel that the going price represents a good solution, sinceit seems to reect the industrys collective wisdom as to the price that will yield a fairreturn and not jeopardize industrial harmony.sealed-bid pricing

19、competitive-oriented pricing is common when rms submit sealed bids for jobs. inbidding, each rm bases its price on expectations of how competitors will price ratherthan on a rigid relationship to the firms own costs or demand. sealed-bid pricinginvolves two opposite pulls. the rm wants to win the co

20、ntractwhich means submit-ting the lowest priceyet it cannot set its price below cost.to solve this dilemma, the company would estimate the prot and the probabil-ity of winning with each price bid. by multiplying the prot by the probability of win-ning the bid on the basis of that price, the company

21、can calculate the expected protfor each bid. for a rm that makes many bids, this method is a way of playing the oddssetting the price 225to achieve maximum prots in the long run. however, rms that bid only occasionallyor that badly want to win certain contracts will not find it advantageous to use t

22、heexpected-prot criterion.step 6: selecting the final pricethe previous pricing methods narrow the range from which the company selects itsnal price. in selecting that price, the company must consider additional factors: psy-chological pricing, the inuence of other marketing-mix elements on price, c

23、ompanypricing policies, and the impact of price on other parties.psychological pricingmany consumers use price as an indicator of quality. image pricing is especially effec-tive with ego-sensitive products such as perfumes and expensive cars. a $100 bottle ofperfume might contain $10 worth of scent,

24、 but gift givers pay $100 to communicatetheir high regard for the receiver. similarly, price and quality perceptions of cars inter-act: 16 higher-priced cars are perceived to possess high quality; higher-quality cars arelikewise perceived to be higher priced than they actually are. in general, when

25、infor-mation about true quality is unavailable, price acts as a signal of quality.when looking at a particular product, buyers carry in their minds a reference priceformed by noticing current prices, past prices, or the buying context. sellers oftenmanipulate these reference prices. for example, a s

26、eller can situate its product amongexpensive products to imply that it belongs in the same class. reference-price thinkingis also created by stating a high manufacturers suggested price, by indicating that theproduct was priced much higher originally, or by pointing to a rivals high price.17often se

27、llers set prices that end in an odd number, believing that customers whosee a television priced at $299 instead of $300 will perceive the price as being in the$200 range rather than the $300 range. another explanation is that odd endings con-vey the notion of a discount or bargain, which is why both

28、 and set prices ending in 99. but if a company wants a high-price image instead of a low-price image, it should avoid the odd-ending tactic.the inuence of other marketing-mix elementsthe nal price must take into account the brands quality and advertising relative tocompetition. when farris and reibs

29、tein examined the relationships among relativeprice, relative quality, and relative advertising for 227 consumer businesses, they foundthat brands with average relative quality but high relative advertising budgets wereable to charge premium prices. consumers apparently were willing to pay higherpri

30、ces for known products than for unknown products. they also found that brandswith high relative quality and high relative advertising obtained the highest prices,while brands with low quality and advertising charged the lowest prices. finally, thepositive relationship between high prices and high ad

31、vertising held most strongly inthe later stages of the product life cycle for market leaders.18 smart marketers there-fore ensure that their prices t with other marketing-mix elements.定價戰(zhàn)略以營利為目的的組織和非營利組織的都對他們的商品或服務(wù)制定價格。無論價格是被叫做叫出租（公寓），學(xué)費(fèi)（為教育），車費(fèi)（旅行），或利息（借來的錢），其概念是一樣的。在人類歷史的大部分時間內(nèi)，價格由買家和賣家之間的談判。設(shè)定一個價

32、格，對所有買家出現(xiàn)了與大型零售業(yè)的發(fā)展，在十九世紀(jì)結(jié)束時，伍爾沃斯和其他商店后“嚴(yán)格的價格政策”，因為他們進(jìn)行這么多項目，有這么多的員工。，100年后的今天，技術(shù)是帶我們回到談判定價的時代。是連接人，機(jī)器和網(wǎng)絡(luò)，企業(yè)網(wǎng)絡(luò)和無線設(shè)置世界各地的企業(yè)，連接買家和賣家是前所未有的。 web站點(diǎn)，像compare.net和prices讓購房者比較產(chǎn)品和價格迅速和容易。在線拍賣網(wǎng)站eb和o等很容易讓買家和賣家商談價格在數(shù)千個項目。同時，新技術(shù)的nologies讓賣家詳細(xì)的數(shù)據(jù)收集有關(guān)客戶的購買習(xí)慣，喜好，甚至開支限額，使他們能夠調(diào)整自己的產(chǎn)品和價格。1在整個營銷組合中，價格是一個因素，產(chǎn)生收入;其他生產(chǎn)成

33、本。價格是最靈活的要素之一：它是可以改變的很快，與產(chǎn)品功能和渠道的承諾。雖然價格競爭tion是，許多公司不處理定價以及主要面對的問題。最常見的錯誤是：價格是成本為導(dǎo)向的，價格也不是經(jīng)常修改足夠的把握市場的變化;價格是獨(dú)立的，其余的營銷組合的市場定位策略，而不是作為一種內(nèi)在元素;價格不變化為不同的產(chǎn)品項目，細(xì)分市場，并購買足夠場合。215設(shè)計定價戰(zhàn)略和程序我們將討論以下問題：公司的價格應(yīng)該怎樣一個新的商品或服務(wù)？價格應(yīng)如何調(diào)整，以適應(yīng)不同的情況和機(jī)遇？當(dāng)公司開始價格的變動，以及應(yīng)當(dāng)如何響應(yīng)有競爭力的價格變動？224第12章設(shè)計的定價策略和計劃價值定價價值定價方法，該公司收取相當(dāng)?shù)偷膬r格為高質(zhì)量的

34、產(chǎn)品。價值定價的價格應(yīng)該代表一種高價值的要約消費(fèi)者的青睞。這是一個在計算機(jī)行業(yè)的大趨勢，已經(jīng)從充電的尖端計算機(jī)提供基本的計算機(jī)在較低的頂部美元價格。例如，單軌電腦于1996年開始銷售個人電腦為999美元來吸引對價格敏感的買家?？蛋睾推渌麌乙惭杆俑M(jìn)。最近，emachines公司開始銷售其低于500美元的電腦不帶顯示器，針對55家庭年收入25,000元至30,000元的computerless。13價值定價是不是簡單地設(shè)置價格較低的產(chǎn)品相比那些競爭對手的。這是一個問題的再造公司的操作ations成為一個低成本的生產(chǎn)商不犧牲質(zhì)量的前提下，降低價格顯著，吸引了大量的價值的客戶。一個重要的類型價值定

35、價是天天低價（edlp），其中發(fā)生在零售層面。零售商如沃爾瑪和亞馬遜（a）使用edlp定價，發(fā)布一個常數(shù)，天天低價，很少或沒有臨時價格折扣。這些不變價格計算消除為期一周的周價格的不確定性和可對比的“高 - 低”的定價ing推廣面向的競爭對手。高 - 低的價格，零售商收費(fèi)高在日常的基礎(chǔ)，但價格運(yùn)行頻繁的促銷價格暫時降低低于edlp級別。14零售商采用edlp有許多原因，其中最重要的是不斷的銷售和促銷活動的成本很高，而且削弱消費(fèi)者的信心，信譽(yù)的日常價格。消費(fèi)者也很少有時間和耐心等歷史悠久的傳統(tǒng)特色菜和裁剪優(yōu)惠券看。然而，促銷活動，蒸發(fā)散是一個很好的方法來創(chuàng)造興奮和繪制購物。出于這個原因，edlp是不是成功的保證。由于超市面臨的競爭加劇從商店的競爭對手和其他渠道，許多人都使用組合圖購物國家和高 - 低edlp策略，廣告和促銷活動的增加。15行市價格在持續(xù)的利率定價，該公司根據(jù)其價格主要競爭對手的價格。該公司可能會收取相同的，更多的，或低于其主要競爭對手（s）費(fèi)用。在oligopolistic行業(yè)銷售的商品如鋼鐵，造紙，肥料，企業(yè)通常收取相同的價格。小企業(yè)“跟隨領(lǐng)袖”，改變他們的價格當(dāng)市場領(lǐng)導(dǎo)者的價格變化，而不是根據(jù)自己的需求或成本更改。有些公司可能會收取的輕微溢價或輕微折讓，但它們通常保留的量的差異。當(dāng)成本難以衡量或競爭反應(yīng)是不確定