市场营销价格策略外文翻译文献

《市场营销价格策略外文翻译文献》由会员上传分享，免费在线阅读，更多相关内容在工程资料-天天文库。

1、市场营销价格策略外文翻译文献（文档含英文原文和中文翻译）DESIGNINGPRICINGSTRATEGIESAllfor-profitorganizationsandmanynonprofitorganizationssetpricesontheirgoodsorservices.Whetherthepriceiscalledrent(foranapartment),tuition(foreducation),fare(fortravel),orinterest(forborrowedmoney),theconceptisth

2、esame.Throughoutmostofhistory,pricesweresetbynegotiationbetweenbuyersandsellers.Settingonepriceforallbuyersarosewiththedevelopmentoflarge-scaleretailingattheendofthenineteenthcentury,whenWoolworth'sandotherstoresfolloweda“strictlyone-pricepolicy"becausetheycarriedso

3、manyitemsandhadsomanyemployees.Now,100yearslater,technologyistakingusbacktoaneraofnegotiatedpricing・TheInternet,corporatenetworks,andwirelesssetupsarelinkingpeople,machines,andcompaniesaroundtheglobe,connectingsellersandbuyersasneverbefore.WebsiteslikeCompare.Netand

4、PriceScan.comallowbuyerstocompareproductsandpricesquicklyandeasily.On-lineauctionsiteslikecBay.comandOnsalc.commakeiteasyforbuyersandsellerstonegotiatepricesonthousandsofitems.Atthesametime,newtechnologiesareallowingsellerstocollectdetaileddataaboutcustomers'buying

5、habits,preferences—venspendinglimits一sotheycantailortheirproductsandprices.1Intheentiremarketingmix,priceistheoneelementthatproducesrevenue;theothersproducecosts.Priceisalsooneofthemostflexibleelements:Itcanbechangedquickly,unlikeproductfeaturesandchannelcommitments

6、.Althoughpricecompetitionisamajorproblemfacingcompanies,manydonothandlepricingwell.Themostcommonmistakesarethese:Pricingistoocost-oriented;priceisnotrevisedoftenenoughtocapitalizeonmarketchanges;priceissetindependentoftherestofthemarketingmixratherthanasanintrinsic

7、elementofmarket-positioningstrategy;andpriceisnotvariedenoughfordifferentproductitems,marketsegments,andpurchaseoccasions.215DesigningPricingStrategiesandProgramsWewilladdressthefollowingquestions:■Howshouldacompanypriceanewgoodorservice?■Howshouldthepricebeadaptedt

8、omeetvaryingcircumstancesandopportunities?■Whenshouldthecompanyinitiateapricechange,andhowshoulditrespondtocompetitivepricechanges?224CHAP