Factors in Pricing Decisions

　　影響價格制定的因素

　　A firm cannot determine a product’s price without considering several factors that affect price.

　　在制定產(chǎn)品價格時，公司如果不考慮影響價格的各種因素是無法制定的。

　　Managers must take into account the use of price and non-price competition, supply and demand, and consumer perceptions of price.

　　公司經(jīng)理們必須考慮價格與非價格競爭、供給與需求以及顧客的價格觀念。

　　Price and Non-price Competition

　　價格與非價格競爭

　　The pricing decision is influenced by the extent to which firms decide to use price as a competitive tool.

　　價格的制定受到公司在多大程度上把價格作為競爭工具的影響。

　　Firms competing based on price competition generally set prices equal to or lower than competitor’s prices.

　　以價格競爭為主要競爭手段的公司，其所制定的價格往往與競爭者的價格相當或低于其競爭者的價格。

　　They must be prepared to change prices quickly and frequently in response to competitors’ price changes.

　　他們必須對競爭者的價格調(diào)整迅速做出反應(yīng)。

　　One drawback to this strategy is that competitors can easily reduce their prices to counter it.

　　價格競爭策略的不利因素是競爭者很容易通過下調(diào)價格來進行反擊。

　　Non-price competition involves competing based on factors other than price, such as quality or service.

　　非價格競爭是指以價格以外的其他因素，如質(zhì)量和服務(wù)取勝，而不是以價格為競爭手段的競爭。

　　This strategy is useful in building brand loyalty.

　　此策略有利于培養(yǎng)品牌忠誠度。

　　Customers who prefer a brand for reasons other than price are less likely to switch to a brand that costs less.

　　顧客如果不是出于價格原因而偏好某一種品牌，通常不會因為價格更優(yōu)惠而轉(zhuǎn)向其他品牌。

　　Supply and Demand

　　供給與需求

　　The price of a product is also influenced by the economic forces of supply and demand.

　　產(chǎn)品價格也受到供求經(jīng)濟因素的影響。

　　For most products, the quantity demanded goes up as the price goes down; demand goes down as the price goes up.

　　對大部分產(chǎn)品來說，在價格下降時其需求上升，價格上升時需求下降。

　　On the contrary, the quantity supplied increases as price goes up; supply goes down as price goes down.

　　與此相反，當價格上升時供應(yīng)增加，價格下降時供應(yīng)減少。

　　Consumer Perception of Price

　　顧客的價格觀念

　　Price may be the top consideration in the buying decision of some consumers, while to others it may be much less important.

　　對一些顧客來說，價格可能是他們做出購買決定的首要考慮因素，但對于另一些顧客來說，價格又顯得不那么重要。

　　The importance of price varies a great deal for different products and different target markets.

　　對不同的產(chǎn)品和不同的目標市場，價格的重要性差別很大。

　　Buyers generally believe price is closely related to quality.

　　顧客一般認為價格是與質(zhì)量緊密相連的。

　　For products such as wine, jewelry, and perfume, a higher price signals higher quality to the target market.

　　對目標市場而言，酒、珠寶和香水之類的產(chǎn)品價格越高表明其質(zhì)量越好。

　　In such cases, firm can use price to establish an image of product superiority.

　　對于此類產(chǎn)品，公司可以利用價格樹立頂級產(chǎn)品的形象。

　　PART ONE: Interview

　　(1) Do you think price is the only factor that you consider when you are deciding to buy a product?(Why?/Why not?)

　　當決定是否購買一件產(chǎn)品時，你是否考慮價格?(為什么?)

　　Yes, I always compare the price of the sale goods produced by different manufacturers and choose the cheapest goods. If a product at a lower price can perform the same functions as much more expensive one, why not choose it?

　　(2) Do you think companies should take competition into consideration when setting prices for products? (Why?/Why not?)

　　你認為公司給產(chǎn)品制定價格時是不是應(yīng)該考慮價格競爭因素?(為什么?)

　　Yes. If a company wants its new products to be competitive, it must take competition into consideration. It must set the prices equal or lower to its competitors’.

　　(3) Do you think price discounting is an effective strategy for companies to increase sales?(Why?/Why not?)

　　你認為價格折讓是不是公司提高銷售量的有效方法?(為什么?)

　　Yes, it’s effective. When demand is low, companies can use cash discounts, quantity discounts, seasonal discounts, and trade discounts etc. to increase sales. This practice is common and effective to simulate demand.

　　(4) How do you think a company should set the price for a new product if it wants to build sales quickly?

　　如果公司想使新產(chǎn)品迅速擁有較大的銷售額，你認為公司應(yīng)該如何制定其價格?

　　It should set the price of the new product below what its competitors charge if it want to gain a substantial market share quickly.

　　PART TWO: Mini-presentation

　　What’s important when…?

　　Setting prices for new products 給新產(chǎn)品制定價格時應(yīng)注意哪些要點?

　　l Costs 成本

　　l Demand 需求

　　l

　　In setting price for new products, the first thing we must take into account is costs. Prices should cover fixed costs—expenses such as insurance, rent and equipment that remain constant regardless of the number of units produced, variable costs such as raw materials and labor which change depending on the number of units produced and marketing costs.

　　Demand is also important. When demand is strong, we can set high prices, when demand is weak, we can set lower prices. Firms must estimate the quantities of a product that consumers will demand and then set the price for the new product.

　　In addition, quality is of great importance. If the new products are of better quality and can perform more functions than competitors’, then the prices can be high.

　　制定新產(chǎn)品的價格時，首先要做的事情是我們必須考慮成本。價格應(yīng)該含蓋固定成本—比如保險費、租金和設(shè)備等無論生產(chǎn)多少數(shù)量都保持不變的費用，變動成本：例如原材料、勞務(wù)費等根據(jù)生產(chǎn)數(shù)量和市場成本變化的成本。

　　需求也很重要，當需求強烈，我們可以把價格訂高，當需求疲軟，我們要把價格定的低一些。公司必須要顧及消費者對產(chǎn)品數(shù)量的需求后來確定新產(chǎn)品的價格。

　　除此之外，質(zhì)量也是很重要的。如果新產(chǎn)品比其競爭者得質(zhì)量高功能多的話，價格可以定的高一些。

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