工商管理专业英语unit15 How to Set a Price on a Product优质PPT.ppt

工商管理专业英语unit15 How to Set a Price on a Product优质PPT.ppt

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n.Theconditionorpropertyofbeingelastic;

flexibility.弹性有弹性的状态或性质；

弹性alternation:

n.Successivechangefromonethingorstatetoanotherandbackagain.交替从一种事物或状态变为另一种事物或状态并再变回来的一系列变化skimming:

n.Toremovefloatingmatterfrom（aliquid）.撇去把飘浮的物质从（液体）上移走penetration:

n.Theactorprocessofpiercingorpenetratingsomething,渗透穿透或渗透的行为或过程neoprene:

n.Asyntheticrubberproducedbypolymerizationofchloropreneandusedinweather-resistantproducts,adhesives,shoesoles,paints,androcketfuels.氯丁橡胶由氯丁橡胶聚合而生产的合成橡胶，用于抗风化产品、粘胶鞋底、涂料和火箭燃料scuba:

n.Aportableapparatuscontainingcompressedairandusedforbreathingunderwater.自携式水下呼吸器包括压缩空气和在水下用于呼吸的便携式仪器,Glossary,deterioration:

n.恶化;

变坏;

退化clot:

n.Athick,viscous,orcoagulatedmassorlump,asofblood.凝块稠的、粘的或凝结的团或块，如血液的凝块breakthrough:

n.Amajorachievementorsuccessthatpermitsfurtherprogress,asintechnology.重大成就允许进一步发展的主要成就或成功，如在技术上attainable:

adj.可达到的;

可得到的tacitly:

adv.肃静地,沉默地hairstylist:

n.发式专家,发式师spectrum:

n.Abroadsequenceorrangeofrelatedqualities,ideas,oractivities:

系列，范围，幅度相关质量、概念或活动的广大范围：

price-sensitivemarket:

价格不稳定的市场materialize:

v.Toassumematerialoreffectiveform:

实质化；

具体化具备物质的或实际的形式：

gradually:

adj.Advancingorprogressingbyregularorcontinuousdegrees:

逐级地，逐步地规则地或连续地发展或前进的：

prestige:

n.Widelyrecognizedprominence,distinction,orimportance:

有影响的得到广泛承认的卓越，非凡，或重要：

prestigious:

adj.Havingprestige;

esteemed.有威望的；

受尊敬的,KeyTermsandConcepts,Pricestrategy:

（价格策略）Abasic,long-termpricingframework,whichestablishestheinitialpriceforaproductandtheintendeddirectionforpricemovementsovertheproductlifecycle.Priceskimming:

（撇脂定价）Apricingpolicywherebyafirmchargesahighintroductoryprice,oftencoupledwithheavypromotion.Penetrationpricing:

（渗透定价）Apricingpolicywherebyafirmchargesarelativelylowpriceforaproductinitiallyasawaytoreachthemassmarket.Baseprice:

（基础价格）Thegeneralpricelevelatwhichthecompanyexpectstosellthegoodorservice.,Text,Priceisoneofthemostimportantmarketingvariablesinthemarketingmix.Generallyspeaking,settingtherightpriceonaproductisafour-stepprocess（seeexhibitbelow）:

Establishpricinggoals.EstimateDemand,Costs,andProfitsChooseapriceStrategytohelpdetermineabaseprice.Finetunethebasepricewithpricingtactics.,Text,Establishpricinggoals.,EstimateDemand,Costs,andProfits.,ChooseapriceStrategytohelpdetermineabaseprice.,Fine-tunethebasewithpricingtactics.,Resultsleadtotherightprice.,Exhibit.1.StepsinSettingtheRightPriceonaProduct,Text,Thesefourstepsarediscussednext.Thefirststepinsettingtherightpriceistoestablishpricinggoals.Generallyspeaking,thepricingobjectivesfallintothreecategories:

profitoriented,salesoriented,andstatusquo.Thesegoalsarederivedfromthefirmsoverallobjectives.Agoodunderstandingofthemarketplaceandoftheconsumercansometimestellamanagerveryquicklywhetheragoalisrealistic.Forexample,iffirmAsobjectiveofa20percenttargetreturnoninvestment（ROI）,anditsproductdevelopmentandimplementationcostsare$5million,themarketmustberatherlargeormustsupportthepricerequiredtoearna20percentROI.AssumethatcompanyBhasapricingobjectivethatallnewproductsmustreachatleast15percentmarketsharewithinthreeyearsaftertheirintroduction.Athoroughstudyoftheenvironmentmayconvincethemarketingmanagerthatthecompetitionistoostrongandthemarketsharegoalcantbemet.,Text,Allpricingobjectiveshavetrade-offsthatmanagersmustweigh.Aprofitmaximizationobjectivemayrequireabiggerinitialinvestmentthanthefirmcancommitorwantstocommit.Reachingthedesiredmarketshareoftenmeanssacrificingshort-termprofit,becausewithoutcarefulmanagement,long-termprofitgoalsmaynotbemet.Meetingthecompetitionistheeasiestpricinggoaltoimplement.However,canmanagersreallyaffordtoignoredemandandcosts,thelifecyclestage,andotherconsiderations?

Whencreatingpricingobjectives,managersmustconsiderthesetrade-offsinlightofthetargetcustomerandtheenvironment.,Text,EstimateDemand,Costs,andProfitsTheoretically,totalrevenueisafunctionofpriceandquantitydemandedandthatquantitydemandeddependsonelasticity.Afterestablishingpricinggoals,managersshouldestimatetotalrevenueatavarietyofprices.Next,theyshoulddeterminecorrespondingcostsforeachprice.Theyarethenreadytoestimatehowmuchprofit,ifany,andhowuhmarketsharecanbeearnedateachpossibleprice.Thesedatebecometheheartofthedevelopingpricepolicy.Managerscanstudytheoptionsinlightofrevenues,costs,andprofits.Inturn,thisinformationcabhelpdeterminewhichpricecanbestmeetthefirmspricinggoals.,Text,ChooseapriceStrategyThebasic,long-termpricingframeworkforagoodorserviceshouldbealogicalextensionofthepricingobjectives.Themarketingmanagerschosenpricestrategydefinestheinitialpriceandgivesdirectionforpricemovementsovertheproductlifecycle.Thepricestrategysetsacompetitivepriceinaspecificmarketsegment,basedonawell-definedpositioningstrategy.Changingapricelevelformpremiumtosuperpremium,mayrequireachangeintheproductitself,thetargetcustomersserved,thepromotionalstrategy,orthedistributionchannels.Thus,changingapricestrategycanrequiredramaticalternationsinthemarketingmix.Acarmakercannotsuccessfullycompeteinthesuperpremiumcategoryifthecarlooksanddriveslikeaneconomycar.,Text,Acompanysfreedominpricinganewproductanddevisingapricestrategydependsonthemarketconditionsandotherelementsofthemarketingmix.Ifafirmlaunchesanewitemresemblingseveralothersalreadyonthemarkets,itspricingfreedomwillberestricted.Tosucceed,thecompanywillprobablyhavetochargeapriceclosetotheaveragemarketprice.Incontrast,afirmthatintroducesatotallynewproductwithnoclosesubstituteswillhaveconsiderablepricingfreedom.Thethreebasicstrategiesforsettingapriceonagoodorservicearepriceskimming,penetrationpricing,andstatusquopricing.Adiscussionofeachtypefollows.,Text,PriceSkimmingPriceskimmingissometimescalleda“market-plus”approachtopricing,becauseitdenotesahighpricerelativetothepricesofcompetingproducts,RadiusCorporationproducesuniqueoval-headedtoothbrushesmadeofblackneoprenethatlooklikeascuba-divingaccessory.Radiususesaskimmingpolicy,pricingthetoothbrushesat$9.95,comparedtoaround$2.00foraregulartoothbrush.Thetermpriceskimmingisderivedformthephrase“skimmingthecreamoffthetop.”Companiesoftenusethisstrategyfornewproductswhentheproductisperceivedbythetargetmarketashavinguniqueadvantages.Forexample,Caterpillarsetspremiumpricesonitsconstructionequipmenttosupportandcaptureitshighperceivedvalue.GenzymeCorporationintroducedCeredaseasthefirsteffectivetreatmentforGaucher;

sdisease.Thepillallowspatientstoavoidyearsofpainfulphysicaldeteriorationandleadnormallives,Ayearssupplyforonepatientcanexceed$300,000.,Text,Asaproductprogressesthroughitslifecycle,thefirmmayloweritspricetosuccessfullyreachlargermarketsegments.Economistshavedescribedthistypeofpricingas“slidingdownthedemandcurve.”Notallcompaniesslidedownthecurve.GenentechsTPA,adrugthatclearsbloodclots,wasstillpricedat$2,200adosefouryearsafteritsintroduction,despitecompetitionfromamuchlowerpricedcompetitor.Priceskimmingworksbestwhenthemarketiswillingtobuytheproducteventhoughitcarriesanabove-averageprice.If,forexample,somepurchasingagentsfeelthatCaterpillarequipmentisfarsuperiortocompetitorsproducts,thencaterpillarcanchargepremiumpricessuccessfully.Firmscanalsoeffectivelyusepriceskimmingwhenaproductiswellprotectedlegally,whenitrepresentsatechnologicalbreakthrough,orwhenithasinsomeotherwayblockedentrytocompetitors.Managersmayfollowaskimmingstrategywhenproductioncannotbeexpandedrapidlybecauseoftechnologicaldifficulties,shortages,orconstraintsimposedbytheskillandtimerequiredtoproduceaproduct.Aslongasdemandisgreaterthansupply,skimmingisanattainablestrategy.,Text,Asuccessfulskimmingstrategyenablesmanagementtorecoveritsproductdevelopmentoreducationalcostsquickly.（Often,consumersmustbetaughttheadvantagesofaradicallynewitem,suchashigh-definitionTV.）Evenifthemarketperceivesanintroductorypriceastoohigh,managerscaneasilycorrecttheproblembyloweringtheprice.Firmsoftenfeelitisbettertotestthemarketatahighpriceandthenlowerthepriceifsalesaretooslow.Theyaretacitlysaying,Ifthereareanypremium-pricebuyersinthemarket,letsreachthemfirstandmaximizeourrevenueperunit.Successfulskimmingstrategiesarenotlimitedtoproducts.Well-knownathletes,entertainers,lawyers,andhairstylistsareexpertsatpriceskimming.Naturally,askimmingstrategywillencouragecompetitorstoenterthemarket.,Text,PenetrationPricingPenetrationpricingisattheendofthespectrum,oppositeskimming.Penetrationpricingmeanschargingarelativelylowpriceforaproductasawaytoreachthemassmarket.Thelowpriceisdesignedtocapturealargeshareofasubstantialmarket,resultinginlowerproductioncosts.Ifamarketingmanagerhasmadeobtainingalargemarketsharethefirmspricingobjective,penetrationpricingisalogicalchoice.Penetrationpricingdoesmeanlowerprofitperunit,however.Therefore,toreachthebreak-evenpoint,itrequireshighervolumesalesthanwouldaskimmingpolicy.Ifreachingahighvolumeofsa