工商管理专业英语unit15 How to Set a Price on a ProductPPT资料.ppt

1、n.The condition or property of being elastic;flexibility.弹性有弹性的状态或性质；弹性alternation:n.Successive change from one thing or state to another and back again.交替从一种事物或状态变为另一种事物或状态并再变回来的一系列变化skimming:n.To remove floating matter from（a liquid）.撇去把飘浮的物质从（液体）上移走penetration:n.The act or process of piercing or

2、penetrating something,渗透穿透或渗透的行为或过程neoprene:n.A synthetic rubber produced by polymerization of chloroprene and used in weather-resistant products,adhesives,shoe soles,paints,and rocket fuels.氯丁橡胶由氯丁橡胶聚合而生产的合成橡胶，用于抗风化产品、粘胶鞋底、涂料和火箭燃料scuba:n.A portable apparatus containing compressed air and used for b

3、reathing under water.自携式水下呼吸器包括压缩空气和在水下用于呼吸的便携式仪器,Glossary,deterioration:n.恶化;变坏;退化clot:n.A thick,viscous,or coagulated mass or lump,as of blood.凝块稠的、粘的或凝结的团或块，如血液的凝块breakthrough:n.A major achievement or success that permits further progress,as in technology.重大成就允许进一步发展的主要成就或成功，如在技术上attainable:adj.可

4、达到的;可得到的tacitly:adv.肃静地,沉默地hairstylist:n.发式专家,发式师spectrum:n.A broad sequence or range of related qualities,ideas,or activities:系列，范围，幅度相关质量、概念或活动的广大范围：price-sensitive market:价格不稳定的市场materialize:v.To assume material or effective form:实质化；具体化具备物质的或实际的形式：gradually:adj.Advancing or progressing by regula

5、r or continuous degrees:逐级地，逐步地规则地或连续地发展或前进的：prestige:n.Widely recognized prominence,distinction,or importance:有影响的得到广泛承认的卓越，非凡，或重要：prestigious:adj.Having prestige;esteemed.有威望的；受尊敬的,Key Terms and Concepts,Price strategy:（价格策略）A basic,long-term pricing framework,which establishes the initial price f

6、or a product and the intended direction for price movements over the product life cycle.Price skimming:（撇脂定价）A pricing policy whereby a firm charges a high introductory price,often coupled with heavy promotion.Penetration pricing:（渗透定价）A pricing policy whereby a firm charges a relatively low price f

7、or a product initially as a way to reach the mass market.Base price:（基础价格）The general price level at which the company expects to sell the good or service.,Text,Price is one of the most important marketing variables in the marketing mix.Generally speaking,setting the right price on a product is a fo

8、ur-step process（see exhibit below）:Establish pricing goals.Estimate Demand,Costs,and ProfitsChoose a price Strategy to help determine a base price.Fine tune the base price with pricing tactics.,Text,Establish pricing goals.,EstimateDemand,Costs,and Profits.,Choose a price Strategy to help determine

9、a base price.,Fine-tune the base with pricing tactics.,Results lead to the right price.,Exhibit.1.Steps in Setting the Right Price on a Product,Text,These four steps are discussed next.The first step in setting the right price is to establish pricing goals.Generally speaking,the pricing objectives f

10、all into three categories:profit oriented,sales oriented,and status quo.These goals are derived from the firms overall objectives.A good understanding of the marketplace and of the consumer can sometimes tell a manager very quickly whether a goal is realistic.For example,if firm As objective of a 20

11、 percent target return on investment（ROI）,and its product development and implementation costs are$5 million,the market must be rather large or must support the price required to earn a 20 percent ROI.Assume that company B has a pricing objective that all new products must reach at least 15 percent

12、market share within three years after their introduction.A thorough study of the environment may convince the marketing manager that the competition is too strong and the market share goal cant be met.,Text,All pricing objectives have trade-offs that managers must weigh.A profit maximization objecti

13、ve may require a bigger initial investment than the firm can commit or wants to commit.Reaching the desired market share often means sacrificing short-term profit,because without careful management,long-term profit goals may not be met.Meeting the competition is the easiest pricing goal to implement

14、.However,can managers really afford to ignore demand and costs,the life cycle stage,and other considerations?When creating pricing objectives,managers must consider these trade-offs in light of the target customer and the environment.,Text,Estimate Demand,Costs,and Profits Theoretically,total revenu

15、e is a function of price and quantity demanded and that quantity demanded depends on elasticity.After establishing pricing goals,managers should estimate total revenue at a variety of prices.Next,they should determine corresponding costs for each price.They are then ready to estimate how much profit

16、,if any,and how uh market share can be earned at each possible price.These date become the heart of the developing price policy.Managers can study the options in light of revenues,costs,and profits.In turn,this information cab help determine which price can best meet the firms pricing goals.,Text,Choose a price StrategyThe ba