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1、市场营销价格策略外文文献翻译译文3100多字(含：英文原文及中文译文)文献出处：TedBasar.DESIGNINGPRICINGSTRATEGIES[J]IFACProceedings,2013,3(2):55-61.英文原文DESIGNINGPRICINGSTRATEGIESTedBasarAllfor-profitorganizationsandmanynonprofitorganizationssetpricesontheirgoodsorservices.Whetherthepriceiscalledren
2、t(foranapartment),tuition(foreducation),fare(fortravel),orinterest(forborrowedmoney),theconceptisthesame.Throughoutmostofhistory,pricesweresetbynegotiationbetweenbuyersandsellers.Settingonepriceforallbuyersarosewiththedevelopmentoflarge-scaleretailingattheendof
3、thenineteenthcentury,whenWoolworth'sandotherstoresfolloweda^strictlyone-pricepolicy^^becausetheycarriedsomanyitemsandhadsomanyemployees.Now,100yearslater,technologyistakingusbacktoaneraofnegotiatedpricing.TheInternet,corporatenetworks,andwirelesssetupsarelinkin
4、gpeople,machines,andcompaniesaroundtheglobe,connectingsellersandbuyersasneverbefore.WebsiteslikeCompare.NetandPriceScan.comallowbuyerstocompareproductsandpricesquicklyandeasily.On-lineauctionsiteslikeeBay.comandOnsale.commakeiteasyforbuyersandsellerstonegotiate
5、pricesonthousandsofitems.Atthesametime,newtechnologiesareallowingsellerstocollectdetaileddataaboutcustomers5buyinghabits,preferences一evenspendinglimits一sotheycantailortheirproductsandprices・Intheentiremarketingmix,priceistheoneelementthatproducesrevenue;theothe
6、rsproducecosts.Priceisalsooneofthemostflexibleelements:Itcanbechangedquickly,unlikeproductfeaturesandchannelcommitments・Althoughpricecompeti-tionisamajorproblemfacingcompanies,manydonothandlepricingwell.Themostcommonmistakesarethese:Pricingistoocost-oriented;pr
7、iceisnotrevisedoftenenoughtocapitalizeonmarketchanges;priceissetindependentoftherestofthemarketingmixratherthanasanintrinsicelementofmarket-positioningstrategy;andpriceisnotvariedenoughfordifferentproductitems,marketsegments,andpurchaseoccasions.DesigningPricin
8、gStrategiesandProgramsWewilladdressthefollowingquestions:■Howshouldacompanypriceanewgoodorservice?■Howshouldthepricebeadaptedtomeetvaiyingcircumstancesandopportunities?■When
