市场营销价格策略外文翻译文献文档格式.docx

市场营销价格策略外文翻译文献文档格式.docx

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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