-市场营销原理外文翻译 外文文献 英文文献学士学位论文.doc

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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：2000.4-14-外文文献：PrinciplesofMarketing1.New-ProductPricingStrategiesPricingstrategiesusuallychangeastheproductpassesthroughitslifecycle.Theintroductorystageisespeciallychallenging.Wecandistinguishbet

2、weenpricingaproductthatimitatesexistingproductsandpricinganinnovativeproductthatispatentprotected.Acompanythatplanstodevelopanimitativenewproductfacesaproduct-positioningproblem.Itmustdecidewheretopositiontheproductversuspositioningstrategies.First，thecompanymightdecide

3、touseapremiumpricingcompetingproductsintermsofqualityandprice.Figure17.1showsfourpossiblestrategy-producingahigh-qualityproductandchargingthehighestprice.Attheotherextreme，itmightdecideonaneconomypricingstrategy-producingalower-qualityproduct，butchargingalowprice.Theses

4、trategiescancoexistinthesamemarketaslongasthemarketconsistsofatleasttwogroupsofbuyers，thosewhoseekqualityandthosewhoseekprice.Thus，Tag-Heueroffersveryhigh-qualitysportswatchesathighprices，whereasCasiooffersdigitalwatchesatalmostthrowawayprices.Companiesbringingoutaninno

5、vative，patent-protectedproductfacethechallengeofsettingpricesforthefirsttime.Theycanchoosebetweentwostrat-egies：market-shimmingpricingandmarket-penetrationpricing.(1)Market-SkimmingPricingManycompaniesthatinventnewproductsinitiallysethighpricesto'skim'revenueslayerbylay

6、erfromthemarket.Intelisaprimeuserofthisstrategy，calledmarket-skimmingpricing.WhenIntelfirstintroducesanewcomputerchip，itchargesthehighestpriceitcan，given，thebenefitsofthenewchipovercompetingchips.Itsetsapricethatmakesitjustworthwhileforsomesegmentsofthemarkettoadoptcomp

7、uterscontainingthechip.Asinitialsalesslowdownandascompetitorsthreatentointroducesimilarchips，Intellowersthepricetodrawinthenestprice-sensitivelayerofcustomers.(2)Market-PenetrationPricingRatherthansettingahighinitialpricetoskimoffsmallbutprofitablemarketsegments，somecom

8、paniesusemarket-penetrationpricing.Theysetalowinitialpriceinordertopenetrate-14-themarketquicklyanddeeply-toat