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1、短学期课程报告外文翻译题目 价格战的研究综述 学院商学院专业市场营销班级学号学生姓名指导教师审核意见：指导教师（签名）年月日一、外文原文（一）标题：HowtoFightaPriceWar原文：Inthebattletocapturethecustomer,companiesuseawiderangeoftacticstowardoffcompetitors.Increasingly,priceistheweaponofchoice–andfrequentlytheskirmishingdegeneratesintoapr
2、icewar.Creatinglowpriceappealisoftenthegoal,buttheresultofoneretaliatorypriceslashingafteranotherisoftenaprecipitousdeclineinindustryprofits.Lookattheairlinepricewarsof1992.WhenAmericanAirlines,NorthwestAirlines,andotherU.S.carrierswenttoe-to-toeinmatchingandexceedingonea
3、nother’sreducedfares,theresultwasrecordvolumesofairtravel-andrecordlosses.Someestimatessuggestthattheoveralllossessufferedbytheindustrythatyearexceedthecombinedprofitsfortheentireindustryfromitsinception.Pricewarscancreateeconomicallydevastatingandpsychologicallydebilitat
4、ingsituationsthattakeanextraordinarytollonanindividual,acompany,andindustryprofitability.Nomatterwhowins,thecombatantsallseemtoendupworseoffthanbeforetheyjoinedthebattle.Andyet,pricewarsarebecomingincreasinglycommonanduncommonlyfierce.Considerthefollowingtwoexamples:·InJu
5、ly1999,Sprintannouncedanighttimelong-distancerateof5centsperminute.InAugust1999,MCImatchedSprint’soff-peakrate.Laterthatmonth,AT&Tacknowledgedthatrevenuefromitsconsumerlong-distancebusinesswasfalling,andthecompanycutitslong-distanceratesto7centsperminuteallday,everyday,fo
6、ramonthlyfeeof$5.95.AT&T’sstockdropped4.7%thedayoftheannouncement.MCI’sstockpricedropped2.5%;Sprint’sfell3.8%.·E-Tradeandotherelectronicbrokersarechangingthecompetitiveterrainoffinancialserviceswiththeirextraordinarilylow-pricedbrokerageservices.Theprevailingpricefordisco
7、unttradeshasfallenfrom$30to$15to$8inthepastfewyears.Thereisalittledoubt,inthefirstexample,thatthemajorplayersinthelong-distancephonebusinessareinapricewar.Pricereductionsper-secondbilling,andfreecallsaretheprincipalweaponstheplayersbringtothecompetitivearena.Thereislittle
8、talkfromanyofthecarriersaboutservice,quality,brandequity,andothernonpricefactorsthatmightaddvalu
