市场营销专业外文翻译1

1、designing pricing strategies价格策略 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

32、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，使他们能够调整自己的产品和价格。1在整个营销组合中，价格是一个因素，产生收入;其他生产成

33、本。价格是最灵活的要素之一：它是可以改变的很快，与产品功能和渠道的承诺。虽然价格竞争tion是，许多公司不处理定价以及主要面对的问题。最常见的错误是：价格是成本为导向的，价格也不是经常修改足够的把握市场的变化;价格是独立的，其余的营销组合的市场定位策略，而不是作为一种内在元素;价格不变化为不同的产品项目，细分市场，并购买足够场合。215设计定价战略和程序我们将讨论以下问题：公司的价格应该怎样一个新的商品或服务？价格应如何调整，以适应不同的情况和机遇？当公司开始价格的变动，以及应当如何响应有竞争力的价格变动？224第12章设计的定价策略和计划价值定价价值定价方法，该公司收取相当低的价格为高质量的

34、产品。价值定价的价格应该代表一种高价值的要约消费者的青睐。这是一个在计算机行业的大趋势，已经从充电的尖端计算机提供基本的计算机在较低的顶部美元价格。例如，单轨电脑于1996年开始销售个人电脑为999美元来吸引对价格敏感的买家。康柏和其他国家也迅速跟进。最近，emachines公司开始销售其低于500美元的电脑不带显示器，针对55家庭年收入25,000元至30,000元的computerless。13价值定价是不是简单地设置价格较低的产品相比那些竞争对手的。这是一个问题的再造公司的操作ations成为一个低成本的生产商不牺牲质量的前提下，降低价格显着，吸引了大量的价值的客户。一个重要的类型价值定

35、价是天天低价（edlp），其中发生在零售层面。零售商如沃尔玛和亚马逊（a）使用edlp定价，发布一个常数，天天低价，很少或没有临时价格折扣。这些不变价格计算消除为期一周的周价格的不确定性和可对比的“高 - 低”的定价ing推广面向的竞争对手。高 - 低的价格，零售商收费高待添加的隐藏文字内容2在日常的基础，但价格运行频繁的促销价格暂时降低低于edlp级别。14零售商采用edlp有许多原因，其中最重要的是不断的销售和促销活动的成本很高，而且削弱消费者的信心，信誉的日常价格。消费者也很少有时间和耐心等历史悠久的传统特色菜和裁剪优惠券看。然而，促销活动，蒸发散是一个很好的方法来创造兴奋和绘制购物。出于这个原因，edlp是不是成功的保证。由于超市面临的竞争加剧从商店的竞争对手和其他渠道，许多人都使用组合图购物国家和高 - 低edlp策略，广告和促销活动的增加。15行市价格在持续的利率定价，该公司根据其价格主要竞争对手的价格。该公司可能会收取相同的，更多的，或低于其主要竞争对手（s）费用。在oligopolistic行业销售的商品如钢铁，造纸，肥料，企业通常收取相同的价格。小企业“跟随领袖”，改变他们的价格当市场领导者的价格变化，而不是根据自己的需求或成本更改。有些公司可能会收取的轻微溢价或轻微折让，但它们通常保留的量的差异。当成本难以衡量或竞争反应是不确