市场营销价格策略外文翻译文献.docx
- 文档编号:11036269
- 上传时间:2023-02-24
- 格式:DOCX
- 页数:14
- 大小:23.14KB
市场营销价格策略外文翻译文献.docx
《市场营销价格策略外文翻译文献.docx》由会员分享,可在线阅读,更多相关《市场营销价格策略外文翻译文献.docx(14页珍藏版)》请在冰豆网上搜索。
市场营销价格策略外文翻译文献
市场营销价格策略外文翻译文献
(文档含英文原文和中文翻译)
DESIGNINGPRICINGSTRATEGIES
Allfor-profitorganizationsandmanynonprofitorganizationssetpricesontheir
goodsorservices.Whetherthepriceiscalledrent(foranapartment),tuition(for
education),fare(fortravel),orinterest(forborrowedmoney),theconceptisthesame.
Throughoutmostofhistory,pricesweresetbynegotiationbetweenbuyersandsellers.
Settingonepriceforallbuyersarosewiththedevelopmentoflarge-scaleretailingat
theendofthenineteenthcentury,whenWoolworth’sandotherstoresfolloweda
“strictlyone-pricepolicy”becausetheycarriedsomanyitemsandhadsomany
employees.
Now,100yearslater,technologyistakingusbacktoaneraofnegotiatedpricing.
TheInternet,corporatenetworks,andwirelesssetupsarelinkingpeople,machines,and
companiesaroundtheglobe,connectingsellersandbuyersasneverbefore.Websites
likeCompare.NetandPriceSallowbuyerstocompareproductsandprices
quicklyandeasily.On-lineauctionsiteslikeeBandOmakeiteasyfor
buyersandsellerstonegotiatepricesonthousandsofitems.Atthesametime,newtech-
nologiesareallowingsellerstocollectdetaileddataaboutcustomers’buyinghabits,
preferences—evenspendinglimits—sotheycantailortheirproductsandprices.
1
Intheentiremarketingmix,priceistheoneelementthatproducesrevenue;the
othersproducecosts.Priceisalsooneofthemostflexibleelements:
Itcanbechanged
quickly,unlikeproductfeaturesandchannelcommitments.Althoughpricecompeti-
tionisamajorproblemfacingcompanies,manydonothandlepricingwell.Themost
commonmistakesarethese:
Pricingistoocost-oriented;priceisnotrevisedoften
enoughtocapitalizeonmarketchanges;priceissetindependentoftherestofthe
marketingmixratherthanasanintrinsicelementofmarket-positioningstrategy;and
priceisnotvariedenoughfordifferentproductitems,marketsegments,andpurchase
occasions.
215
DesigningPricing
Strategiesand
Programs
Wewilladdressthefollowingquestions:
■Howshouldacompanypriceanewgoodorservice?
■Howshouldthepricebeadaptedtomeetvaryingcircumstancesandopportunities?
■Whenshouldthecompanyinitiateapricechange,andhowshoulditrespondto
competitivepricechanges?
224CHAPTER12DESIGNINGPRICINGSTRATEGIESANDPROGRAMS
ValuePricing
Valuepricingisamethodinwhichthecompanychargesafairlylowpriceforahigh-
qualityoffering.Valuepricingsaysthatthepriceshouldrepresentahigh-valueofferto
consumers.Thisisamajortrendinthecomputerindustry,whichhasshiftedfrom
chargingtopdollarforcutting-edgecomputerstoofferingbasiccomputersatlower
prices.Forinstance,MonorailComputerstartedsellingPCsin1996foraslittleas$999
towooprice-sensitivebuyers.Compaqandothersquicklyfollowedsuit.Morerecently,
eMachinesbegansellingitsPCsforlessthan$500withoutamonitor,targetingthe55
percentofcomputerlesshouseholdswithannualincomesof$25,000to$30,000.
13
Valuepricingisnotamatterofsimplysettinglowerpricesonone’sproducts
comparedtothoseofcompetitors.Itisamatterofreengineeringthecompany’soper-
ationstobecomealow-costproducerwithoutsacrificingquality,andloweringprices
significantlytoattractalargenumberofvalue-consciouscustomers.Animportanttype
ofvaluepricingiseverydaylowpricing(EDLP),whichtakesplaceattheretaillevel.
RetailerssuchasWal-MartandAuseEDLPpricing,postingaconstant,
everydaylowpricewithfewornotemporarypricediscounts.Theseconstantprices
eliminateweek-to-weekpriceuncertaintyandcanbecontrastedtothe“high-low”pric-
ingofpromotion-orientedcompetitors.Inhigh-lowpricing,theretailerchargeshigher
pricesonaneverydaybasisbutthenrunsfrequentpromotionsinwhichpricesare
temporarilyloweredbelowtheEDLPlevel.
14
RetailersadoptEDLPforanumberofreasons,themostimportantofwhichis
thatconstantsalesandpromotionsarecostlyanderodeconsumerconfidenceinthe
credibilityofeverydayprices.Consumersalsohavelesstimeandpatienceforsuch
time-honoredtraditionsaswatchingforspecialsandclippingcoupons.Yetpromo-
tionsareanexcellentwaytocreateexcitementanddrawshoppers.Forthisreason,
EDLPisnotaguaranteeofsuccess.Assupermarketsfaceheightenedcompetition
fromstorerivalsandalternativechannels,manyaredrawingshoppersusingacombi-
nationofhigh-lowandEDLPstrategies,withincreasedadvertisingandpromotions.
15
Going-RatePricing
Ingoing-ratepricing,thefirmbasesitspricelargelyoncompetitors’prices.Thefirm
mightchargethesame,more,orlessthanitsmajorcompetitor(s)charges.Inoligop-
olisticindustriesthatsellacommoditysuchassteel,paper,orfertilizer,firmsnormally
chargethesameprice.Thesmallerfirms“followtheleader,”changingtheirprices
whenthemarketleader’spriceschangeratherthanwhentheirowndemandorcosts
change.Somefirmsmaychargeaslightpremiumorslightdiscount,buttheytypically
preservetheamountofdifference.Whencostsaredifficulttomeasureorcompetitive
responseisuncertain,firmsfeelthatthegoingpricerepresentsagoodsolution,since
itseemstoreflecttheindustry’scollectivewisdomastothepricethatwillyieldafair
returnandnotjeopardizeindustrialharmony.
Sealed-BidPricing
Competitive-orientedpricingiscommonwhenfirmssubmitsealedbidsforjobs.In
bidding,eachfirmbasesitspriceonexpectationsofhowcompetitorswillpricerather
thanonarigidrelationshiptothefirm’sowncostsordemand.Sealed-bidpricing
involvestwooppositepulls.Thefirmwantstowinthecontract—whichmeanssubmit-
tingthelowestprice—yetitcannotsetitspricebelowcost.
Tosolvethisdilemma,thecompanywouldestimatetheprofitandtheprobabil-
ityofwinningwitheachpricebid.Bymultiplyingtheprofitbytheprobabilityofwin-
ningthebidonthebasisofthatprice,thecompanycancalculatetheexpectedprofit
foreachbid.Forafirmthatmakesmanybids,thismethodisawayofplayingtheoddsSettingthePrice225
toachievemaximumprofitsinthelongrun.However,firmsthatbidonlyoccasionally
orthatbadlywanttowincertaincontractswillnotfinditadvantageoustousethe
expected-profitcriterion.
Step6:
SelectingtheFinalPrice
Thepreviouspricingmethodsnarrowtherangefromwhichthecompanyselectsits
finalprice.Inselectingthatprice,thecompanymustconsideradditionalfactors:
psy-
chologicalpricing,theinfluenceofothermarketing-mixelementsonprice,company
pricingpolicies,andtheimpactofpriceonotherparties.
PsychologicalPricing
Manyconsumersusepriceasanindicatorofquality.Imagepricingisespeciallyeffec-
tivewithego-sensitiveproductssuchasperfumesandexpensivecars.A$100bottleof
perfumemightcontain$10worthofscent,butgiftgiverspay$100tocommunicate
theirhighregardforthereceiver.Similarly,priceandqualityperceptionsofcarsinter-
act:
16Higher-pricedcarsareperceivedtopossesshighquality;higher-qualitycarsare
likewiseperceivedtobehigherpricedthantheyactuallyare.Ingeneral,wheninfor-
mationabouttruequalityisunavailable,priceactsasasignalofquality.
Whenlookingataparticularproduct,buyerscarryintheirmindsareferenceprice
formedbynoticingcurrentprices,pastprices,orthebuyingcontext.Sellersoften
manipulatethesereferenceprices.Forexample,asellercansituateitsproductamong
expensiveproductstoimplythatitbelongsinthesameclass.Reference-pricethinking
isalsocreatedbystatingahighmanufacturer’ssuggestedprice,byindicatingthatthe
productwaspricedmuchhigheroriginally,orbypointingtoarival’shighprice.
17
Oftensellerssetpricesthatendinanoddnumber,believingthatcustomerswho
seeatelevisionpricedat$299insteadof$300willperceivethepriceasbeinginthe
$200rangeratherthanthe$300range.Anotherexplanationisthatoddendingscon-
veythenotionofadiscountorbargain,whichiswhybothand
setpricesendingin99.Butifacompanywantsahigh-priceimageinsteadofalow-
priceimage,itshouldavoidtheodd-endingtactic.
TheInfluenceofOtherMarketing-MixElements
Thefinalpricemusttakeintoaccountthebrand’squalityandadvertisingrelativeto
competition.WhenFarrisandReibsteinexaminedtherelationshipsamongrelative
price,relativequality,andrelativeadvertisingfor227consumerbusinesses,theyfound
thatbrandswithaveragerelativequalitybuthighrelativeadvertisingbudgetswere
abletochargepremiumprices.Consumersapparentlywerewillingtopayhigher
pricesforknownproductsthanforunknownproducts.Theyalsofoundthatbrands
withhighrelativequalityandhighrelativeadvertisingobtainedthehighestprices,
whilebrandswithlowqualityandadvertisingchargedthelowestprices.Finally,the
positiverelationshipbetweenhighpricesandhighadvertisingheldmoststronglyin
thelaterstagesoftheproductlifecycleformarketleaders.
18Smartmarketersthere-
foreensurethattheirpricesfitwithothermarketing-mixelements.
定价战略
以营利为目的的组织和非营利组织的都对他们的
商品或服务制定价格。
无论价格是被叫做叫出租(公寓),学费(为
教育),车费(旅行),或利息(借来的钱),其概念是一样的。
在人类历史的大部分时间内,价格由买家和卖家之间的谈判。
设定一个价格,对所有买家出现了与大型零售业的发展,
在十九世纪结束时,伍尔沃斯和其他商店后
“严格的价格政策”,因为他们进行这么多项目,有这么多的
员工。
,100年后的今天,技术是带我们回到谈判定价的时代。
是连接人,机器和网络,企业网络和无线设置
世界各地的企业,连接买家和卖家是前所未有的。
Web站点
像Compare.Net和PriceS让购房者比较产品和价格
迅速和容易。
在线拍卖网站eB和O等很容易让
买家和卖家商谈价格在数千个项目。
同时,新技术的
nologies让卖家详细的数据收集有关客户的购买习惯,
喜好,甚至开支限额,使他们能
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 市场营销 价格 策略 外文 翻译 文献
![提示](https://static.bdocx.com/images/bang_tan.gif)