价格策略外文翻译

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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),thecon

2、ceptisthesame.Throughoutmostofhistory,pricesweresetbynegotiationbetweenbuyersandsellers.Settingonepriceforallbuyersarosewiththedevelopmentoflarge-scaleretailingattheendofthenineteenthcentury,whenWoolworth'sandotherstoresfolloweda"strictlyonc-priccpolicy"

3、becausetheycarriedsomanyitemsandhadsomanyemployees.Now,100yearslater,technologyistakingusbacktoaneraofnegotiatedpricing.TheInternet,corporatenetworks,andwirelesssetupsarelinkingpeople,machines,andcompaniesaroundtheglobe,connectingsellersandbuyersasneverb

4、efore.WebsiteslikeCompare.NetandPriceScan.comallowbuyerstocompareproductsandpricesquicklyandeasily.On-lineauctionsiteslikeeBay.comandOnsale.commakeiteasyforbuyersandsellerstonegotiatepricesonthousandsofitems.Atthesametime,newtechnologiesareallowingselle

5、rstocollectdetaileddataaboutcustomersbuyinghabits,preferences—venspendinglimits—sotheycantailortheirproductsandprices.1Intheentiremarketingmix,priceistheoneelementthatproducesrevenue;theothersproducecosts.Priceisalsooneofthemostflexibleelements:Itcanbech

6、angedquickly,unlikeproductfeaturesandchannelcommitments.Althoughpricecompetitionisamajorproblemfacingcompanies,manydonothandlepricingwell.Themostcommonmistakesarethese:Pricingistoocost-oriented;priceisnotrevisedoftenenoughtocapitalizeonmarketchanges;pri

7、ceissetindependentoftherestofthemarketingmixratherthanasanintrinsicelementofmarket-positioningstrategy;andpriceisnotvariedenoughfordifferentproductitems,marketsegments,andpurchaseoccasions.215DesigningPricingStrategiesandProgramsWewilladdressthefollowing

8、questions:■Howshouldacompanypriceanewgoodorservice?■Howshouldthepricebeadaptedtomeetvaryingcircumstancesandopportunities?■Whenshouldthecompanyinitiateapricechange,andhowshoulditrespondtocompetitivepricechanges?224CHAPTER12