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ID:11761456
大小:239.00 KB
页数:16页
时间:2018-07-13
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1、本科毕业论文外文文献及译文文献、资料题目:New-ProductPricingStrategies文献、资料来源:著作文献、资料发表(出版)日期:2000.4-16-外文文献:PrinciplesofMarketing1.New-ProductPricingStrategiesPricingstrategiesusuallychangeastheproductpassesthroughitslifecycle.Theintroductorystageisespeciallychallenging.Wecandistinguishbetweenpricingaproductt
2、hatimitatesexistingproductsandpricinganinnovativeproductthatispatentprotected.Acompanythatplanstodevelopanimitativenewproductfacesaproduct-positioningproblem.Itmustdecidewheretopositiontheproductversuspositioningstrategies.First,thecompanymightdecidetouseapremiumpricingcompetingproductsint
3、ermsofqualityandprice.Figure17.1showsfourpossiblestrategy-producingahigh-qualityproductandchargingthehighestprice.Attheotherextreme,itmightdecideonaneconomypricingstrategy-producingalower-qualityproduct,butchargingalowprice.Thesestrategiescancoexistinthesamemarketaslongasthemarketconsistso
4、fatleasttwogroupsofbuyers,thosewhoseekqualityandthosewhoseekprice.Thus,Tag-Heueroffersveryhigh-qualitysportswatchesathighprices,whereasCasiooffersdigitalwatchesatalmostthrowawayprices.Companiesbringingoutaninnovative,patent-protectedproductfacethechallengeofsettingpricesforthefirsttime.The
5、ycanchoosebetweentwostrat-egies:market-shimmingpricingandmarket-penetrationpricing.(1)Market-SkimmingPricingManycompaniesthatinventnewproductsinitiallysethighpricesto'skim'revenueslayerbylayerfromthemarket.Intelisaprimeuserofthisstrategy,calledmarket-skimmingpricing.WhenIntelfirstintroduce
6、sanewcomputerchip,itchargesthehighestpriceitcan,given,thebenefitsofthenewchipovercompetingchips.Itsetsapricethatmakesitjustworthwhileforsomesegmentsofthemarkettoadoptcomputerscontainingthechip.Asinitialsalesslowdownandascompetitorsthreatentointroducesimilarchips,Intellowersthepricetodrawin
7、thenestprice-sensitivelayerofcustomers.(2)Market-PenetrationPricingRatherthansettingahighinitialpricetoskimoffsmallbutprofitablemarketsegments,somecompaniesusemarket-penetrationpricing.Theysetalowinitialpriceinordertopenetrate-16-themarketquicklyanddeeply-toat
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