价格策略-毕设论文外文翻译（翻译+原文）

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1、价格策略院系经济与管理学院专业市场营销班级学号2009040805013姓名指导教师职称负责教师沈阳航空航天大学2013年6月Allfor-profitorganizationsandmanynonprofitorganizationssetpricesontheirgoodsorservices.Whetherthepriceiscalledrent(foranapartment),tuition(foreducation),fare(tortravel),orinterest(forborrowedmoney),theconceptisthesame.Throughoutm

2、ostofhistory,pricesweresetbynegotiationbetweenbuyersandsellers.Settingonepriceforallbuyersarosewiththedevelopmentoflarge-scaleretailingattheendofthenineteenthcentury,whenWoolworth'sandotherstoresfolloweda"strictlyonc-priccpolicy"becausetheycarriedsomanyitemsandhadsomanyemployees.Now,100years

3、later,technologyistakingusbacktoaneraofnegotiatedpricing.TheInternet,corporatenetworks,andwirelesssetupsarelinkingpeople,machines,andcompaniesaroundtheglobe,connectingsellersandbuyersasneverbefore.WebsiteslikeCompare.NetandPriceScan.comallowbuyerstocompareproductsandpricesquicklyandeasily.On

4、-lineauctionsiteslikeeBay.comandOnsale.commakeiteasyforbuyersandsellerstonegotiatepricesonthousandsofitems.Atthesametime,newtechnologiesareallowingsellerstocollectdetaileddataaboutcustomersbuyinghabits,preferences—venspendinglimits—sotheycantailortheirproductsandprices.1Intheentiremarketing

5、mix,priceistheoneelementthatproducesrevenue;theothersproducecosts.Priceisalsooneofthemostflexibleelements:Itcanbechangedquickly,unlikeproductfeaturesandchannelcommitments.Althoughpricecompetitionisamajorproblemfacingcompanies,manydonothandlepricingwell.Themostcommonmistakesarethese:Pricingi

6、stoocost-oriented;priceisnotrevisedoftenenoughtocapitalizeonmarketchanges;priceissetindependentoftherestofthemarketingmixratherthanasanintrinsicelementofmarket-positioningstrategy;andpriceisnotvariedenoughfordifferentproductitems,marketsegments,andpurchaseoccasions.215DesigningPricingStrateg

7、iesandProgramsWewilladdressthefollowingquestions:■Howshouldacompanypriceanewgoodorservice?■Howshouldthepricebeadaptedtomeetvaryingcircumstancesandopportunities?■Whenshouldthecompanyinitiateapricechange,andhowshoulditrespondtocompetitivepricechanges