Capturing a Large Market Share

　　Your company has just developed a new product of cosmetics. You are asked by your manager to help develop strategies to capture a large market share for the product. Discuss the situation together, and decide:

　　l what should be the pricing strategy

　　l what should be the promotional strategy

　　獲取大的市場份額

　　你們公司剛開發(fā)了一種新的化妝品。你們的經(jīng)理請你們幫助出謀劃策如何使該新產(chǎn)品獲取大的市場份額。討論并決定：

　　l 應(yīng)該有什么樣的定價策略

　　l 應(yīng)采取什么樣的促銷策略

　　A： You see, our company has just developed a new product of cosmetics and our objective is to capture a large market share. Now it’s important to develop a right pricing strategy.

　　B: I think we’d better use penetration pricing. We must consider our competitors’ prices, and charge our products lower than our competitors’.

　　A: In that case, how can we recover costs quickly? As you know, we have invested a lot in developing this product.

　　B: But the competition in cosmetics is very fierce. There have existed a lot of well-known brands of cosmetics. If we sell our products at a lower price than our competitors, we can seize a large market share quickly. Then, large sales volume can help our company reduce production costs and achieve higher profits.

　　A: It sounds reasonable. But consumers usually relate quality to prices. Will they think our product is of low quality?

　　B: We can offer samples for consumers to test our product. I think we can convince our consumers that our product has good value for money.

　　A: All right, we’ll use penetration pricing strategy. Apart from setting the price low, we must launch an advertising campaign to capture a large market share. I think we can advertise our product on television.

　　B: That’s true, television advertising can reach large audiences. In addition, we can also use sales promotions such as free samples, coupons, premiums, point-of-sale displays to boost sales volume.

　　A: 你知道，我們公司最近開發(fā)了一種新的化妝品我們的目標(biāo)是獲取大量的市場份額�，F(xiàn)在重要的是開發(fā)一個恰當(dāng)?shù)膬r格策略。

　　B：我認(rèn)為我們最好使用滲透定價。我們必須考慮競爭者的價格并且確定比他們更低的價格。

　　A：那樣的話，我們怎么才能快速回收成本呢?據(jù)你所知，我們已經(jīng)為開發(fā)此項產(chǎn)品大量的投資。

　　B： 但是化妝品商品的競爭非常激烈。這里已經(jīng)有許多知名品牌。如果我們用比其他競爭者低的價格來銷售產(chǎn)品，我們可以迅速獲取市場份額。然后高銷售量能夠有助于我們減少生產(chǎn)成本和獲取高利潤。

　　A： 聽起來很合理。但是消費者通常會將質(zhì)量與價格相結(jié)合。他們會不會認(rèn)為我們的產(chǎn)品質(zhì)量不過關(guān)呢?

　　B: 我們可以為消費者提供樣品來試用我們的產(chǎn)品。我認(rèn)為消費者試過之后會覺得物有所值。

　　A：好吧。我們將運用滲透定價策略，除了制定低價格，我們要推動一次廣告運作來獲取大量的市場份額。我認(rèn)為我們可以在電視上做廣告。

　　B：這個不錯。大量觀眾會看到電視廣告。此外，我們也應(yīng)該使用促銷手段諸如免費試用品、優(yōu)惠券、贈品、設(shè)置銷售點來促進(jìn)大批量銷售。

　　(1) Why do some companies set high prices for new products?

　　為什么有些公司給新產(chǎn)品制定很高的價格呢?

　　The purpose I think is to “skim” the best buyers from the top of the market---those willing to pay a high price.

　　(2) Do marketers consider customers’ psychology when setting prices?

　　營銷商制定價格時會考慮顧客的心理嗎?

　　Yes, marketers sometimes try to influence buyers’ perceptions of price by using certain numbers like odd or even numbers.

　　(3) When do you think companies will use competition-oriented pricing?

　　你認(rèn)為公司什么時候應(yīng)運動競爭導(dǎo)向的價格策略?

　　When fierce price competition exists in the market or when competing products show little difference.

　　(4) Are costs important in setting prices for products?(Why?/Why not?)

　　制定價格時成本因素很重要嗎?(為什么?)

　　Yes, many companies such as supermarkets, department stores and discounts stores often use a cost-oriented pricing method. They calculate the price by determining a product’s total cost, additional expenses incurred in marketing a product and a profit they want to make.

　　(5) Should companies consider demand when setting prices for products?(Why?/Why not?)

　　公司制定價格時應(yīng)考慮需求嗎?(為什么?)

　　Yes, because demand influences prices, when demand is strong, price are high; and when demand is weak, prices are lower.