熟讀2分鐘
What are the factors that affect pricing techniques?
Through bargaining, they would arrive at an acceptable price.
People who exert an influence on pricing include sales managers, production managers, finance managers, and accountants.
In pricing, many modern companies are cost-oriented.
影響定價方法的因素有哪些呢？
通過討價還價，雙方才能在價格上達成一致。
影響定價策略的人包括銷售經(jīng)理、生產(chǎn)經(jīng)理、財務經(jīng)理和會計。
很多現(xiàn)代化的公司采取成本定價法。
一邊聽一邊練
A: I really think that the price is too high.
B: I know. But pricing has to be based on what customers want, which differs from place and a time to time.
A: Yes, experience shows the same product is priced differently in different markets. But why is it so much higher in this market?
B: There are many rich people in this area, so a skimming price si OK and even needed.
A: But the market prices for other similar products are much lower. Buyer will notice the difference in the price structure, and buy from other companies.
B: I don't think so. I think others will have to raise their price ceiling to make customers believe that products are as good as ours.
A:我真的認為這個價格太高。
B:我知道。但是定價要以顧客的需求為基準，而這種需求會因時因地而異。
A:沒錯。根據(jù)經(jīng)驗，相同產(chǎn)品會在不同的地方會有不同的價格。但為什么在這個市場要定這么高的價格？
B:這個地區(qū)有很多有錢人。所以最高利潤價行得通，甚至可以說是必要的。
A:但其他同類產(chǎn)品的事假低了很多。購買者會注意到價格上的差異，轉而購買其他公司的產(chǎn)品。
B:我可不這么認為。我倒覺得其他同行得提高價格的上限，讓顧客相信他們的產(chǎn)品和我們的一樣好。
情景短劇扮演
（Alan has no idea about some price problems, so he asks Gary for help.）
Alan: Hi, Gary. I have some questions about market strategy. Could you do me a favor?
Gary: Sure, I'm glad to help.
Alan: Different firms have different prices for the products of the same quality. Why is that?
Gary: Because different firms have different profit expectations, they adopt different pricing techniques.
Alan: Please be more specific.
Gary: The prices emphasis policy emphasizes low prices. Low prices encourage sales. Low prices, though, usually mean no extra services.
Alan: What's price de-emphasis?
Gary: That means you don't call attention to the price at all. That works with expensive products with high value such as jewelry.
Alan: Thank you for your advice.
Gary: You're welcome.
(艾倫對于一些關于價格的問題不理解，于是他向加里尋求幫助。)
艾倫：嗨，加里，我有一些關于市場戰(zhàn)略的問題，你能幫幫我嗎？
加里：當然可以，我很樂意呀。
艾倫：同等質量的產(chǎn)品在不同的企業(yè)里有不同的價格，這是為什么呢？
加里：因為不同的企業(yè)有不同的利潤預期，所以他們就采取了不同的定價策略。
艾倫：請具體說說。
加里：以低定價推銷強調價格低廉。價格低廉能增加銷售，但是低價也常常意味著沒有額外的服務。
艾倫: 那么不以低定價推銷指的是什么呢？
加里：那是說你不用價格去吸引顧客。這種方法適用于高檔產(chǎn)品，比如珠寶首飾。
艾倫：謝謝你的講解。
加里：不客氣。
