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.Wecandist

2、inguishbetweenpricingaproductthatimitatesexistingproductsandpricinganinnovativeproductthatispatentprotected.Acompanythatplanstodevelopanimitativenewproductfacesaproduct-positioningproblem.Itmustdecidewheretopositiontheproductversuspositioningstrategies.First，t

3、hecompanymightdecidetouseapremiumpricingcompetingproductsintermsofqualityandprice.Figure17.1showsfourpossiblestrategy-producingahigh-qualityproductandchargingthehighestprice.Attheotherextreme，itmightdecideonaneconomypricingstrategy-producingalower-qualityprodu

4、ct，butchargingalowprice.Thesestrategiescancoexistinthesamemarketaslongasthemarketconsistsofatleasttwogroupsofbuyers，thosewhoseekqualityandthosewhoseekprice.Thus，Tag-Heueroffersveryhigh-qualitysportswatchesathighprices，whereasCasiooffersdigitalwatchesatalmostth

5、rowawayprices.Companiesbringingoutaninnovative，patent-protectedproductfacethechallengeofsettingpricesforthefirsttime.Theycanchoosebetweentwostrat-egies：market-shimmingpricingandmarket-penetrationpricing.(1)Market-SkimmingPricingManycompaniesthatinventnewproduc

6、tsinitiallysethighpricesto'skim'revenueslayerbylayerfromthemarket.Intelisaprimeuserofthisstrategy，calledmarket-skimmingpricing.WhenIntelfirstintroducesanewcomputerchip，itchargesthehighestpriceitcan，given，thebenefitsofthenewchipovercompetingchips.Itsetsapriceth

7、atmakesitjustworthwhileforsomesegmentsofthemarkettoadoptcomputerscontainingthechip.Asinitialsalesslowdownandascompetitorsthreatentointroducesimilarchips，Intellowersthepricetodrawinthenestprice-sensitivelayerofcustomers.(2)Market-PenetrationPricingRatherthanset

8、tingahighinitialpricetoskimoffsmallbutprofitablemarketsegments，somecompaniesusemarket-penetrationpricing.Theysetalowinitialpriceinordertopenetrate-14-themarketquicklyanddeeply-toat