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(文档含英文原文和中文翻译)

DESIGNING PRICING STRATEGIES

All for-profit organizations and many nonprofit organizations set prices on their goods or services. Whether the price is called rent (for an apartment), tuition (for education), fare (for travel), or interest (for borrowed money), the concept is the same. Throughout most of history, prices were set by negotiation between buyers and sellers.

Setting one price for all buyers arose with the development of large-scale retailing at the en d of the nineteenth century, when Woolworth’s and other stores followed a “strictly one-price policy” because they carried so many items and had so many employees.

Now, 100 years later, technology is taking us back to an era of negotiated pricing. The Internet, corporate networks, and wireless setups are linking people, machines, and

companies around the globe, connecting sellers and buyers as never before. Web sites like https://www.360docs.net/doc/9e8158097.html, and https://www.360docs.net/doc/9e8158097.html, allow buyers to compare products and prices quickly and easily. On-line auction sites like https://www.360docs.net/doc/9e8158097.html, and https://www.360docs.net/doc/9e8158097.html, make it easy for

buyers and sellers to negotiate prices on thousands of items. At the same time, new tech-

nologies are allowing sellers to collect detailed data about customers’ buying habits, preferences—even spending limits—so they can tailor their products and prices.

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In the entire marketing mix, price is the one element that produces revenue; the others produce costs. Price is also one of the most ?exible elements: It can be changed quickly, unlike product features and channel commitments. Although price competi- tion is a major problem facing companies, many do not handle pricing well. The most common mistakes are these: Pricing is too cost-oriented; price is not revised often

enough to capitalize on market changes; price is set independent of the rest of the marketing mix rather than as an intrinsic element of market-positioning strategy; and price is not varied enough for different product items, market segments, and purchase occasions.

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Designing Pricing

Strategies and

Programs

We will address the following questions:

■ How should a company price a new good or service?

■ How should the price be adapted to meet varying circumstances and opportunities?■ When should the company initiate a p rice change, and how should it respond to competitive price changes?

224 CHAPTER 12 DESIGNING PRICING STRATEGIES AND PROGRAMS Value Pricing

Value pricing is a method in which the company charges a fairly low price for a high- quality offering. Value pricing says that the price should represent a high-value offer to

consumers. This is a major trend in the computer industry, which has shifted from charging top dollar for cutting-edge computers to offering basic computers at lower prices. For instance, Monorail Computer started selling PCs in 1996 for as little as $999

to woo price-sensitive buyers. Compaq and others quickly followed suit. More recently,

eMachines began selling its PCs for less than $500 without a monitor, targeting the 55 percent of computerless households with annual incomes of $25,000 to $30,000.

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Value pricing is not a matter of simply setting lower prices on one’s products compared to those of competitors. It is a matter of reengineering the company’s oper- ations to become a low-cost pro ducer without sacri?cing quality, and lowering prices

signi?cantly to attract a large number of value-conscious customers. An important type

of value pricing is everyday low pricing (EDLP), which takes place at the retail level. Retailers such as Wal-Mart and https://www.360docs.net/doc/9e8158097.html, use EDLP pricing, posting a constant, everyday low price with few or no temporary price discounts. These constant prices eliminate week-to-week price uncertainty and can be contrasted to the “high-low” pric-

ing of promotion-oriented competitors. In high-low pricing, the retailer charges higher prices on an everyday basis but then runs frequent promotions in which prices are temporarily lowered below the EDLP level.

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Retailers adopt EDLP for a number of reasons, the most important of which is

that constant sales and promotions are costly and erode consumer con?dence in the credibility of everyday prices. Consumers also have less time and patience for such time-honored traditions as watching for specials and clipping coupons. Yet promo- tions are an excellent way to create excitement and draw shoppers. For this reason, EDLP is not a guarantee of success. As supermarkets face heightened competition from store rivals and alternative channels, many are drawing shoppers using a combi- nation of high-low and EDLP strategies, with increased advertising and promotions.

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Going-Rate Pricing

In going-rate pricing, the ?rm bases its price largely on competitors’ prices. The ?rm might charge the same, more, or less than its major competitor(s) charges. In oligop- olistic industries that sell a commodity such as steel, paper, or fertilizer, ?rms normally

charge the same price. The smaller firms “follow the leader,” changing their prices when the market leader’s prices change rather than when their own demand or costs change. Some ?rms may charge a slight premium or slight discount, but they typica lly preserve the amount of difference. When costs are dif?cult to measure or competitive response is uncertain, ?rms feel that the going price represents a good solution, since

it seems to re?ect the industry’s collective wisdom as to the price that will y ield a fair return and not jeopardize industrial harmony.

Sealed-Bid Pricing

Competitive-oriented pricing is common when ?rms submit sealed bids for jobs. In bidding, each ?rm bases its price on expectations of how competitors will price rather than on a r igid relationship to the firm’s own costs or demand. Sealed-bid pricing involves two opposite pulls. The ?rm wants to win the contract—which means submit-

ting the lowest price—yet it cannot set its price below cost.

To solve this dilemma, the company woul d estimate the pro?t and the probabil-

ity of winning with each price bid. By multiplying the pro?t by the probability of win- ning the bid on the basis of that price, the company can calculate the expected pro?t for each bid. For a ?rm that makes many bid s, this method is a way of playing the oddsSetting the Price 225

to achieve maximum pro?ts in the long run. However, ?rms that bid only occasionally or that badly want to win certain contracts will not find it advantageous to use the expected-pro?t criteri on.

Step 6: Selecting the Final Price

The previous pricing methods narrow the range from which the company selects its ?nal price. In selecting that price, the company must consider additional factors: psy- chological pricing, the in?uence of other marketi ng-mix elements on price, company pricing policies, and the impact of price on other parties.

Psychological Pricing

Many consumers use price as an indicator of quality. Image pricing is especially effec-

tive with ego-sensitive products such as perfumes and expensive cars. A $100 bottle of

perfume might contain $10 worth of scent, but gift givers pay $100 to communicate their high regard for the receiver. Similarly, price and quality perceptions of cars inter- act:

16 Higher-priced cars are perceived to possess high quality; higher-quality cars are likewise perceived to be higher priced than they actually are. In general, when infor- mation about true quality is unavailable, price acts as a signal of quality.

When looking at a particular product, buyers carry in their minds a reference price formed by noticing current prices, past prices, or the buying context. Sellers often manipulate these reference prices. For example, a seller can situate its product among expensive products to imply that it belongs in the same class. Reference-price thinking

is also created by stating a high manufacturer’s suggested price, by indicating that the product was priced much higher originally, or by pointing to a rival’s high price.

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Often sellers set prices that end in an odd number, believing that customers who

see a television priced at $299 instead of $300 will perceive the price as being in the $200 range rather than the $300 range. Another explanation is that odd endings con- vey the notion of a discount or bargain, which is why both https://www.360docs.net/doc/9e8158097.html, and https://www.360docs.net/doc/9e8158097.html, set prices ending in 99. But if a company wants a high-price image instead of a low- price image, it should avoid the odd-ending tactic.

The In?uence of Other Marketing-Mix Elements

The ?nal price must take into account the brand’s quality and advertising relative to competition. When Farris and Reibstein examined the relationships among relative price, relative quality, and relative advertising for 227 consumer businesses, they found

that brands with average relative quality but high relative advertising budgets were able to charge premium prices. Consumers apparently were willing to pay higher prices for known products than for unknown products. They also found that brands with high relative quality and high relative advertising obtained the highest prices, while brands with low quality and advertising charged the lowest prices. Finally, the positive relationship between high prices and high advertising held most strongly in the later stages of the product life cycle for market leaders.

18 Smart marketers there-

fore ensure that their prices ?t with other marketing-mix elements.

定价战略

以营利为目的的组织和非营利组织的都对他们的

商品或服务制定价格。无论价格是被叫做叫出租（公寓），学费（为教育），车费（旅行），或利息（借来的钱），其概念是一样的。

在人类历史的大部分时间内，价格由买家和卖家之间的谈判。

设定一个价格，对所有买家出现了与大型零售业的发展，

在十九世纪结束时，伍尔沃斯和其他商店后

“严格的价格政策”，因为他们进行这么多项目，有这么多的

员工。

，100年后的今天，技术是带我们回到谈判定价的时代。

是连接人，机器和网络，企业网络和无线设置

世界各地的企业，连接买家和卖家是前所未有的。Web站点

像https://www.360docs.net/doc/9e8158097.html,和https://www.360docs.net/doc/9e8158097.html,让购房者比较产品和价格

迅速和容易。在线拍卖网站https://www.360docs.net/doc/9e8158097.html,和https://www.360docs.net/doc/9e8158097.html,等很容易让

买家和卖家商谈价格在数千个项目。同时，新技术的

nologies让卖家详细的数据收集有关客户的购买习惯，

喜好，甚至开支限额，使他们能够调整自己的产品和价格。1

在整个营销组合中，价格是一个因素，产生收入;

其他生产成本。价格是最灵活的要素之一：它是可以改变的很快，与产品功能和渠道的承诺。虽然价格竞争

tion是，许多公司不处理定价以及主要面对的问题。最

常见的错误是：价格是成本为导向的，价格也不是经常修改足够的把握市场的变化;价格是独立的，其余的

营销组合的市场定位策略，而不是作为一种内在元素;

价格不变化为不同的产品项目，细分市场，并购买足够

场合。

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设计定价

战略和

程序

我们将讨论以下问题：

■公司的价格应该怎样一个新的商品或服务？

■价格应如何调整，以适应不同的情况和机遇？

■当公司开始价格的变动，以及应当如何响应

有竞争力的价格变动？

224第12章设计的定价策略和计划

价值定价

价值定价方法，该公司收取相当低的价格为高

质量的产品。价值定价的价格应该代表一种高价值的要约

消费者的青睐。这是一个在计算机行业的大趋势，已经从

充电的尖端计算机提供基本的计算机在较低的顶部美元

价格。例如，单轨电脑于1996年开始销售个人电脑为999美元

来吸引对价格敏感的买家。康柏和其他国家也迅速跟进。最近，

，eMachines公司开始销售其低于500美元的电脑不带显示器，针对55

家庭年收入25,000元至30,000元的computerless％。

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价值定价是不是简单地设置价格较低的产品

相比那些竞争对手的。这是一个问题的再造公司的操作

ations成为一个低成本的生产商不牺牲质量的前提下，降低价格

显着，吸引了大量的价值的客户。一个重要的类型

价值定价是天天低价（EDLP），其中发生在零售层面。

零售商如沃尔玛和亚马逊（https://www.360docs.net/doc/9e8158097.html,）使用EDLP定价，发布一个常数，天天低价，很少或没有临时价格折扣。这些不变价格计算

消除为期一周的周价格的不确定性和可对比的“高- 低”的定价

ING推广面向的竞争对手。高- 低的价格，零售商收费高

在日常的基础，但价格运行频繁的促销价格

暂时降低低于EDLP级别。