unit-8-Product-&-Pricing-(2).ppt

unit-8-Product-&-Pricing-(2).ppt

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Product&Pricing（）,Unit8,Lead-in,Tofurtherunderstandproductandpricing,westudybrandingandpackaging.Correctpricingobjectivesandpoliciescanmakethecompanymanagementmoreefficient.Theinternationalcompetitionisgettingfiercerandfiercer.Theequalvalueexchangeprinciplemakesthepricingtacticsofenterprisesfacealotofnewdifficultproblems.,Afterstudyingthisunit,youwillbeableto:

Understandwhatbrandingandpackagingare.Discusstheinformationofpricingobjectives,policiesandstrategies.Explainrelationsbetweenproductandpricing.,Content,FurtherDevelopment,TextABrandingandPackaging,1.Definitionofbranding,2.OriginofBranding,3.MeaningofaBrand,4.Relationbetweencommodityandbrand,5.Relationbetweenbrandingandthetrademark/brand,6.Explanationof“R”and“TM”,7.StructureofBranding,8.Comparisonbetweenbrandingandthetrademark,TextA:

Exercises,9.DescriptionofBranding,10.ClassificationofBranding,11.Packaging,Definitionofbranding,Brandingiswhatpeoplethinkofwhentheyhearorseeyourcompanysnamewiththesetofcharacteristicsthataconsumerusestoidentifyyourproductorservices.,BrandingandPackaging,OriginofBranding,brandr（ancientNorwegian）branding=brand（English）,BrandingandPackaging,MeaningofaBrand,BrandingandPackaging,thedogtagaboutthelivestockacommodityidentificationsign,Relationbetweencommodityandbrand,100commodities=100brands,BrandingandPackaging,BrandingandPackaging,Relationbetweenbrandingandthetrademark/brand,brandingthetrademark/brand,BrandingandPackaging,Explanationof“R”and“TM”,R=registeredtrademark,“TM”=anunregisteredtrademark,BrandingandPackaging,StructureofBranding,brandname+brandsign+brandrole+trademark=branding,BrandingandPackaging,Comparisonbetweenbrandingandthetrademark,Branding:

amarketingconceptThetrademark:

alawconcept,BrandingandPackaging,DescriptionofBranding,Brandingimagewiththequalityandcharacteristicsoftheproductorservice,BrandingandPackaging,ClassificationofBranding,famousbrandingexcellentbrandingoutstandingbrandinggoodbrandingstrongbrandingtopbranding,BrandingandPackaging,Packaging,Itisusedtoattractcustomersattention.,Itincludesthedesigningandproductionofacontainerorwrapper.,Itcanalsobeusedforpromotingthebrandimageanddistinguishingproducts.,BrandingandPackaging,Packaging,brandingpackagingendconsumer,BrandingandPackaging,Packaging,3generalparts:

innerpackaging（directproductcontainer）middle-levelpackaging（outsideprotection）outerpackaging（transportingpackage）,BrandingandPackaging,Packaging,Itisakindofculture,andevenmoreakindofproductimage.Goodpackagingcanembodytheproductstyleandvaluesufficiently.,TextA:

Exercises,Brandingincludesthe_andtrademark.a.brandnameb.brandsignc.brandroled.alltheabove_becomesacommodityidentificationsign.a.Atrademarkb.Trademarkc.Brandingd.PackagingProductalsoneedsunique_toattractcustomersattention.a.dressb.packagingc.boxd.case,I.ComprehensionChoosethebestanswerforthefollowing.,1,2,3,TextA:

Exercises,Acrucialelementforsuccessfulpackagingistodeveloparelationshipbetween_.a.theworkerandthefactoryb.theproductandthecreatorc.thebrandingandtheendconsumerd.thebrandandthemarketer_packagingcanembodytheproductstyleandvaluesufficiently.a.Poorb.Inferiorc.Badd.Good,5,4,I.ComprehensionChoosethebestanswerforthefollowing.,1.Thismanfallsdownonceagain.Heappearstohavedrunkalotof.2.Inaddition,thisprogrammakesiteasyforcustomertocreateapplicationtomeettherequirementtogettheWindowsXP.3.Dustanddirtsoonifahouseisnotcleanedregularly.4.Theradioactivematerialisstoredinaspecialradiation-proof.5.Peoplevotedanddecidedtopreservethedistinctofanoldtown.6.Thedealhadtheapprovalofthepresident.7.Thesalespersonbrandingwiththepackaging.8.Childreninthehide-and-seekgameareexpectedtobeheardbutnotseen.,II.VocabularyFillintheblankswiththewordsorexpressionsgivenbelow.Changetheformwherenecessary.,accumulatelogoassociateidentitycontainerliquorcustomarilytacit,TextA:

Exercises,container,_,liquor,_,logo,_,accumulate,_,customarily,_,identity,_,tacit,_,associated,_,Peopleneeddifferentdressingindailyactivitiestodrawtheattention.Productsalsoneeduniquepackagingtoattractcustomersattention.Thecurrenteconomicsmakesalotofpeopleestablishtheirownbusinesses.Itisthehighlycompetitiveretailmarketasthewidelyvarietychoicesofthesimilarproducts.Therefore,marketersmusttakeeffortsontheirproductpackagingtostimulatecustomerstobuytheirproducts.,III.TranslationPutthefollowingintoChinese.,TextA:

Exercises,为了引人注目，人们在日常生活中需要穿衣打扮。

产品也需要独特的包装来吸引顾客注意。

为了适应现代经济发展，许多人开办自己的企业非常具有竞争性的零售市场，作为类似产品种类繁多的选择。

因此，销售商必须在他们的产品包装上想方设法吸引顾客购买。

_,2.Brandingdefinesthefeaturesandattributesthatconstitutetheorganizationsessence.Thebrandsimageisformedbypiecesofwhattheorganizationis,whatitdoesandwhatitsays.Thisisthewayitexpressesitsessence,itsmessagesandhowitcarriesoutitswork.Thebrandimageistheglobalideathatthepublicshaveoftheproducts,theactivitiesandthesocialconductoftheorganization.,III.TranslationPutthefollowingintoChinese.,TextA:

Exercises,品牌确定了构建企业的根本属性和特征。

商标形象由企业的各种元素形成，包括企业言行。

企业通过商标形象体现自己的特点、信息传递、如何奏效。

商标形象是人们对企业的产品、活动和社会行为具有的全球化概念。

_,1.Functionofpricing,2.2kindsofpricingobjectives,3.Enterprisesoperatingobjectives,4.4PricingPolicies,5.Volumeobjectives,6.3FactorsofPricing,7.SignificanceofPricing,TextB:

Exercises,TextBWhatisPricing,WhatisPricing,Functionofpricing,Pricingdecidesthepricethatwillbegoodtoboththecustomersandtheexporter.,Pricingshouldreflectboththespecificmarketingobjectivesandthebroadercompanyobjectives.,WhatisPricing,2kindsofpricingobjectives,long-termobjectives（concernedwithprofitandmarketshare）,short-termobjectives（includingsalesvolume）,WhatisPricing,Enterprisesoperatingobjectives,Enterprisesoperatingobjectivesmeetmarketneedsandregardenterprisesprofitsasthefoundation.,WhatisPricing,4PricingPolicies,“SkimtheCream”Pricing:

sellingatahighpricetothosewhoarewillingtopaybeforetheproduceraimsatmoreprice-sensitiveconsumers,SkimmingPricingPolicy:

settingpricesofproductsrelativelyhighcomparedtothoseofsimilarproductsandthengraduallyloweringpricestogetthemaximumprofitfromeachlevelofcustomers,WhatisPricing,4PricingPolicies,PenetrationPricingPolicy:

settingpricesofproductsrelativelylowtosecurewidemarketacceptancethatwillallowthecompanytolaterraiseitsprices,PredatoryPricing:

illegalpracticeofsettingunreasonablylowpricestoforcecompetitorsoutofbusiness,WhatisPricing,Volumeobjectives,salesmaximization+market-sharegoals,WhatisPricing,3FactorsofPricing,consumersdemandcontributionmarginmarketcompetition,WhatisPricing,SignificanceofPricing,Sellingaproductatamoderatepriceisvitaltoacompany.,Boththelong-termandshort-termobjectivesarenecessaryforthecompanyto_inmarket.a.makeaprofitb.keepasharec.expandsalesvolumed.alltheaboveAskimmingpolicyismoreattractiveifdemandis_.a.elasticb.inelasticc.stretchd.changed,I.ComprehensionChoosethebestanswerforthefollowing.,1,2,TextB:

Exercises,I.ComprehensionChoosethebestanswerforthefollowing.,_involvessettingpricesofproductsrelativelyhighcomparedtothoseofsimilarproductsandthengraduallyloweringprices.a.ASkimmingpricingpolicyb.Apenetrationpricingpolicyc.Predatorypricingd.DiscountandallowancepricingThelowpricemusthelp_thecompetition,andthecompanymustmaintainitslowpriceposition.a.keepb.keepoutc.keepfromd.keepawayVolumeobjectivesinclude_,whicharespecifiedasapercentageofcertainmarkets.a.salesmaximizationb.market-sharegoalsc.productlinesd.bothaandb,5,4,3,TextB:

Exercises,1.Thereisverylittleinsellingnewspapersatpresent.2.Thesignsacontractwiththepurchaser.3.Thecontractredtiles,notslates,fortheroof.4.Shenegotiatedapayrisebyacarefulstrategy.5.ItmademydaywhenIreceiveda500tax.6.Duringthenegotiation,therivalsmannerwasrather.Thereseemednotanyleewaybetweenus.7.Ifyouwantaofthepay,youllhavetodoyourfairshareofthework.8.Hehasanmannerbecausehelikestoraisedifficultquestionsoneafteranothertopeople.,II.VocabularyFillintheblankswiththewordsorexpressionsgivenbelow.Changetheformwherenecessary.,specifysubstantialstiffvendorshareaggressiverebateprofit,profit,_,vendor,_,specifies,_,rebate,_,substantial,_,stiff,_,share,_,aggressive,_,TextB:

Exercises,1.Sellingaproductatamoderatepriceisvitaltoacompany.Ahigherorlowerpricewouldclearlyshowyourexperienceofpricingandyourmasteryoftheinformationoftheproduct.Pricinghasadirectrelationwithconsumersdemand,contributionmarginandmarketcompetition.,III.TranslationPutthefollowingintoChinese.,以合理的价格销售产品对公司是至关重要的。

价格偏高或偏低能明显地表露出您的定价经验，以及您对产品信息的掌握情况。

定价与顾客需求、利润总额、市场竞争有着直接的联系。

_,TextB:

Exercises,2.Ifoneweretoaskagroupofrandomlyselectedindividualstodefine“price”,manywouldreplythatpriceisanamountofmoneypaidbythebuyertothesellerofaproductorservice,orinotherwordsthatpriceisthemoneyvaluesofaproductorserviceasagreeduponinamarkettransaction.Thisdefinitionis,ofcourse,validasfarasitgoes.,III.TranslationPutthefollowingintoChinese.,如果有人问一组随机抽选的人什么是“价格”，很多人会回答说，价格是由买方支付给卖方的产品或服务的一笔钱；或者换句话说，价格是在市场交易中商定的产品或服务的货币价值。

这一定义，当然完全正确。

_,TextB:

Exercises,1.FunctionofPricing,2.7commonpricingtechniques,4.3objectivesofpricing,5.6factorsofexportpricing,TextC:

Exercises,3.Disadvantageoflowpricestrategy,6.Explan