cm市场营销专业英语1czcm市场营销专业英语1cz
Chapter 12
1. Price is perhaps one of the most flexible elements; it can be changed quickly, unlike product features, channel commitments, and promotions. Also, price communicates the intended value positioning to the market.
价格也是营销组合中最灵活的因素，与...
cm市场营销专业英语1cz
Chapter 12
1. Price is perhaps one of the most flexible elements; it can be changed quickly, unlike product features, channel commitments, and promotions. Also, price communicates the intended value positioning to the market.
价格也是营销组合中最灵活的因素，与产品属性、渠道力度和促销不同，价格的变化可能非
常迅速。而且，价格能向市场传递所期望的价值定位
2. Marketers recognize that consumers often actively process price information, interpreting prices in terms of their knowledge from prior purchasing experience, formal communications (advertising, sales calls, and brochures), informal communications (friends, colleagues, or family members), and point-of-purchase or online resources.
很多经济学家假设消费者会接受给定的价格，然而营销人员发现消费者通常会主动对价
格信息进行加工，根据先前的购买经验、正式传播渠道(广告、销售电话和小册子)、非正
式传播渠道(朋友、同事或家庭成员)，以及采购点或在线资源对价格进行解释。
3. Consumers may have a lower price threshold below which prices signal inferior or unacceptable quality, as well as an upper price threshold above which prices are prohibitive and seen as not worth the money。
消费者心目中可能有个最低价格点，低于该点的价格意味着较低的或难以接受的质量;
同时，消费者心目中还可能有个最高价格点，高于该点的价格就意味着价格过高，不值得购
买。
4(Generally speaking, customers are most price sensitive to products that cost a lot or are bought frequently. They are less price sensitive when price is only a small part of the total cost of obtaining, operating, and servicing the product over its lifetime.
5(If the firm’s offer is similar to a major competitor’s offer, then the firm
will have to price close to the competitor or lose sales. If the firm’s offer is
inferior, it will not be able to charge more than the competitor charges. If the firm’s offer is superior, it can charge more-remembering, however, that competitors might change their prices at any time.
如果公司提供的产品与主要竞争者相似，那么产品定价就必须接近于竞争者的价格，否
则就会失去潜在的顾客。如果企业的产品是低等级的，那么产品的价格就不应高于竞争者的
价格;反之亦然。但是，需要强调的是，竞争者在任何时候都可能改变价格。
Several circumstances might lead a firm to cut prices. One is excess plant capacity: If the firm needs additional business but cannot generate it through
increased sales effort or other measures, it may initiate a price cut. In doing so, however, the company risks triggering a price war. Another circumstance is a declining market share, which may prompt the firm to cut prices as a way of regaining share. In addition, companies sometimes initiate price cuts in a drive to dominate the market through lower costs. Either the company starts with lower costs than those of its competitions or it initiates price cuts in the hope of gaining market share and lower costs.
有几种情况可能导致企业考虑采取降价措施。一种情况是生产能力过剩:如果公司需要
扩展业务但是不能通过加强销售力度或其他方法完成，那么它就会采取降低的措施。另一种
情况是市场份额正在下降，这时公司可能不得不采取降价的措施以维持其市场占有率。此外，
又是为争取通过低成本在市场上占据支配地位，公司也会发动降价。公司要么是最初的成本
就比竞争者低，要么是希望通过降价来扩大市场份额从而降低成本。
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