Pricing Products Pricing Consideration and Strategies
价格研究中的数据分析
每个品牌的现价应在同一位置
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BPTO - 品牌价格抵补模型
填写价格表
可以填写整个价格表，但是...
非常费时（贵，被访者容易疲劳）
不是很现实（选择一定品牌）
最低要求
至少有一个品牌达到最高价格水平
至少有一个品牌必须达到最高价格水平
必须作出最小数量的选择
并且
最好的折中办法（保证品牌和价格梯度都又充分的数据）
品牌 D
价格1
价格2
价格3
价格4
价格5
02
价格3
*
测试过程 (iv)
品牌 A
品牌 B
品牌 C
品牌 D
01
04
03
价格2
价格1
价格1
品牌 A
品牌 B
品牌 C
品牌 D
价格1
价格2
价格3
价格4
价格5
02
价格3
*
测试过程 (vi)
品牌 A
品牌 B
品牌 C
品牌 D
01
04
价格2
03
价格2
价格1
05
品牌 A
Or in addition in a competitive context to evaluate how products interact in the market given a series of pricing changes (cannibalisation自相蚕食行为)
*
‘How likely are you to buy… ?’
方法简单，容易操作
探索性了解消费者自发的价格感知，而不是在市场竞争的环境中测量。
第十一章_产品定价：定价策略规划
第十一章产品定价：定价策略定价决策受到一系列复杂环境和竞争因素的影响。
公司制定的不只是一个价格，而是一个涵盖它的一系列产品的价格结构。
这一价格结构随产品生命周期的变化而变化。
公司调整产品的价格以反映成本和需求的变化，并适应各种购买者和情况的12附属产品、副产品和产品束定价。
3、讨论公司如何调整价格以适应不同的消费者和情况公司使用一系列价格调整策略，以适应不同的细分市场和情况。
一种策略是折扣和折让定价，第二种策略是细分市场定价，有时，公司在决定定价策略时考虑的不仅是经济因素，它们使用心理定价以更好地传达一种产品的定位。
另一种方法是地理定价，最后，国际定价策略意味着公司要调整价格，以适应世界不同市场的环境和公司在不同市场上的期望目标。
4、讨论主动变动价格和适应价格变动中的关键问题当公司考虑主动变动价格时，必须同时考虑顾客和竞争者的反应。
主动降价和主动提价都会对他们产生不同的暗示。
购买者对价格变化的反应，受消费者对价格法。
许多公司在销售与主体产品配套的备选产品或附件时，采用备选产品定价法。
如果公司生产的产品与一个主体产品同时使用，需要使用附属产品定价法。
使用副产品定价法时，制造商需要找到这些副产品的市场，价格只要比储存和运输副产品的成本高就可以了。
使用产品束定价法时，销售商一般将几种产品组合成一束降价销售。
许多公司通过调整基础价格，以回报消费者的某些行为，这些价格调整被称作折扣和折让，有多种形式。
现金折扣、数量折扣、功能折扣、季节折扣、折让。
通过细分市场定价法，公司以两种或多种价格销售产品或服务。
细分定价策略有消费者子市场定价、产品形式定价、地点定价、时间定价。
在使用心理定价法时，销售商不仅要考虑经济学方面的问题，还必须考虑与价是靠提价。
价格升高通常会降低销售量，但也会对购买者产生一些正面的影响。
当价格变动影响到的企业较少，产品的一致性较高，购买者的信息充分的时候，竞争者最容易做出反应。
当有几个竞争者时，公司必须预测每个竞争者可能有的行动。
《市场营销学》第七章 产品策略
整体产品概念对营销管理的意义
1. 整体产品概念体现了以顾客为中心的现代营 销观念。 2. 整体产品概念为企业开发适合消费者需要的 有形与无形产品、挖掘新的市场机会提供了新 的思路。 3. 整体产品概念给企业产品开发设计提供了新 的方向。 4. 整体产品概念为企业的产品差异化提供了新 的线索。 5. 整体产品概念要求企业重视各种售后服务。
象牙雪1930 德来夫特1933 汰渍1933 快乐1950 奥克雪多1914 德希1954 波尔德1965 圭尼1966 伊拉1972 Width
牙膏
格利1952 佳洁士1955
条状肥皂
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品牌归属决策，又称品牌使用者决策， 指是决定用本企业（制造商本身）的牌 号，还是用经销商的牌号，或者是一部 分产品用本企业的牌号，另一部分产品 用经销商的牌号的决策。 制造商品牌:可口可乐、柯达、IBM等 中间商品牌 混合品牌
中间商品牌
所谓中间商品牌就是批发商或零售商开 发并使用的自有品牌。一般而言，中间 商品牌策略的使用者基本上是实力雄厚 的大型零售商。
写为PLC）是指某产品从进入市场到被淘 汰退出市场的全部运动过程，受受科学 技术的发展，产品更新换代的速度、消 费者需求状况，以及生产经营者之间的 竞争状况等 的影响。
产品使用周期
产品的使用周期是指产品的具体物质形 态的消耗磨损，即产品的耐用程度。决 定和影响产品使用周期的主要因素是消 费的时间和方式、使用强度、维修和保 养等。
营销视野
名车品牌大观［3］
电商 定价术语
电商定价术语
1. 标价（List Price）：产品或服务的标准价格，通常是制造商建议的零售价。
2. 折扣（Discount）：在标价基础上给予的价格优惠，以吸引消费者购买。
3. 促销价（Promotion Price）：为了促销而设定的临时低价，通常有时间限制。
4. 最低价格保证（Lowest Price Guarantee）：承诺消费者在购买产品或服务时，将获得最低价格，如果发现更低价格，商家将退还差价。
5. 定价策略（Pricing Strategy）：企业决定产品或服务价格的方法，包括成本加成定价、市场定价、价值定价等。
6. 价格弹性（Price Elasticity）：指市场上商品需求量对于价格变动作出反应的敏感程度。
7. 定价模型（Pricing Model）：根据不同因素，如成本、市场需求、竞争等，计算产品或服务价格的数学模型。
8. 价格点（Price Point）：产品或服务的特定价格水平，通常用于市场定位和竞争分析。
9. 价格分层（Price Tiering）：根据产品或服务的特性、功能或客户群，将其分为不同价格层次。
10. 季节性定价（Seasonal Pricing）：根据季节性需求变化调整产品或服务价格的策略。
11. 动态定价（Dynamic Pricing）：根据市场需求、库存水平等实时因素自动调整价格的策略。
12. 价格捆绑（Pricing Bundle）：将多个产品或服务组合在一起，并以一个整体价格销售的策略。
这些定价术语在电商行业中广泛使用，了解它们对于制定有效的价格策略和提高销售业绩至关重要。
定价方法英文
定价方法英文定价方法是指企业在市场上销售产品或提供服务时所采用的价格策略。
正确选择合适的定价方法可以帮助企业提高销售额、增加市场份额，并实现盈利最大化。
本文将介绍几种常见的定价方法及其优缺点。
1. 成本加成定价方法（Cost-plus pricing）：该方法是根据产品或服务的生产成本加上一个预期的利润率来确定价格。
优点是简单易懂，容易计算，并能确保盈利。
缺点是忽略了市场需求和竞争状况，可能导致价格偏高或偏低。
2. 市场导向定价方法（Market-oriented pricing）：该方法是根据市场需求和竞争对手的定价来决定自己的价格。
通过调查市场需求和竞争情况，企业可以根据消费者对产品的价值做出定价决策。
优点是能够充分考虑市场需求和竞争状况，确保价格具有市场竞争力。
缺点是市场导向调研较为繁琐，需要投入一定的人力和物力。
3. 差异化定价方法（Differentiated pricing）：该方法是根据不同的顾客群体或市场细分来制定不同的定价策略。
根据顾客群体对产品价值的不同认知，可以通过高端产品线的定价来提高品牌形象和利润，通过低价产品吸引更多的市场份额。
优点是能够根据不同市场细分制定个性化的价格策略，最大限度地满足不同顾客的需求。
缺点是需要进行消费者调研和市场细分，并且需要灵活的供应链管理。
4. 时价定价方法（Dynamic pricing）：该方法是根据市场供求关系和实时数据来调整价格。
通过将价格与需求和供应的动态变化相结合，企业可以在不同的时间段设定不同的价格。
优点是能够根据市场的实时情况做出灵活的定价决策，提高销售效率。
缺点是对于消费者来说，价格的变动可能导致不稳定感，同时需要有强大的数据分析和市场监测能力。
5. 留守固定定价方法（Penetration pricing）：该方法是低价销售产品或服务，以尽快占领市场份额。
通过提供具有竞争力的价格，企业可以吸引更多的顾客，并根据需求进行产品提升和调整价格。
pricing市场定价
•
International pricing must also consider the cost of modifying a product to meet cultural or legal restrictions, tariffs and other taxes, fees to acquire export or import licenses, charges in the exchange rate for a nation’s currency, and transportation costs due to selling to buyers at a greater distance.
★4. Pricing adjustment and
adaptation 定价ty discount: reduction in the price per unit for purchasing a larger quantity.
Seasonal discount: price reduction offered during times of slow demand. It can be used to encourage customers to purchase during off-peak times or when demand is down.
5. International pricing adjustments
• 国际定价调整 • There are 3 possible international pricing policies: extension, adaptation, and invention. • (1) Extension or standardized pricing is to set the same global price no matter where the target market is. • It is simple method but not very well.
pricing products-pricing consideration and strategies
? ?
Sealed-Bid
Company Sets Prices Based on What They Think Competitors Will Charge.
14
New-Product Pricing Strategies
ProductProduct-Bundle Pricing
Bundles Of Products Sold Together at a Reduced Price i.e. Season Tickets, Computer Makers
17
Price-Adjustment Strategies
Price Adjustment Strategies Discount & Allowance
11
Breakeven Analysis or Target Profit Pricing
Tries to Determine the Price at Which a Firm Will Break Even or Make a Target Profit
Cost in Dollars (millions)
Product Quality Leadership
High Prices to Cover Higher Performance Quality and R & D.
4
Marketing Mix Variables that Affect Pricing Decisions
Companies Will Consider Price Along With All the Other Marketing-Mix Elements When Developing the Marketing Program. Price Must be Coordinated With:
【索菲外贸笔记】商务英语汇总
【索菲外贸笔记】商务英语汇总索菲外贸笔记：商务英语汇总一、基础词汇与表达1. 询盘：inquiry2. 报价：quotation3. 合同：contract4. 装运：shipment5. 支付：payment6. 保险：insurance7. 索赔：claim8. 利润：profit9. 折扣：discount10. 目录：catalogue二、商务沟通常用句型1. We are interested in your products and would like to know the details.2. We offer you our best price, considering the market situation.3. Could you please send us your latest catalogues?4. We agree to your terms and conditions.5. We hope to establish a long-term business relationship with you.6. We regret that we cannot accept your claim.7. Please note that our payment terms are strictly net cash against documents.8. We would like to confirm the shipment date with you.9. We have enclosed the invoice for your reference.10. Thank you for your inquiry. We will get back to you soon.三、商务谈判常见话题与技巧1. Pricing: Understanding the market and competitors, determining the optimal price based on product quality and demand.2. Payment terms: Negotiating the best payment method, timeframe, and terms for both parties.3. Delivery: Setting a reasonable delivery date and ensuring timely delivery without compromising on quality.4. Contract terms: Clarifying all terms and conditions, including warranties, liabilities, and dispute resolution mechanisms.5. Branding and marketing: Understanding the target market and devising strategies to promote the products effectively.6. Quality control: Ensuring that products meet the agreed standards and specifications, with regular quality checks during production.7. Compliance with regulations: Staying updated with local laws and regulations to ensure smooth business operations.8. Customer service: Providing excellent customer service post-sales, handling queries and complaints promptly and professionally.9. Upscaling and diversification: Continuously improving products and services, exploring new markets, and diversifying operations to stay ahead of the competition.。
价格条款
Homework
1.Answer the following questions? (1)What are the main differences between CFR and CIF? (2)Under which trade terms, the place of delivery is within the exporting country? (3)What are the trade terms under Incoterms 2010? (4) What are the components of a unit price in international trade ?
2.Calculation
(1)Original quotation made by exporter for coal
is USD2000 per M/T CIF LONDON. Suppose the importer ask for FOB shanghai price, insurance to be made for 110% of the invoice value against All risks (premium rate is 1%),freight charges is
Unit 4 Clauses of Price
1. Price consideration 2.About the Price 3. Pricing Methods 4.Selection of money of account and the price clause
Ⅰ Pricing consideration
original income?
Answer: CIF=CIFC2%×(1-2%)
介绍物品价格英文作文模板
介绍物品价格英文作文模板Introducing Product Pricing。
When it comes to purchasing a product, one of the most important factors to consider is the price. The price of a product can greatly influence a consumer's decision to buy or not to buy. Therefore, it is crucial for businesses to carefully consider their pricing strategy in order to attract customers and generate sales.There are several factors that businesses need to take into account when determining the price of their products. Firstly, they need to consider the cost of production. This includes the cost of raw materials, labor, and overhead expenses. Businesses also need to factor in any additional costs such as marketing and distribution expenses. By calculating these costs, businesses can determine the minimum price they need to charge in order to cover their expenses and make a profit.In addition to the cost of production, businesses also need to consider the perceived value of their products. This refers to how much customers are willing to pay for a product based on its perceived benefits and quality. For example, a luxury brand may be able to charge a higher price for their products due to their reputation for high quality and exclusivity. On the other hand, a budget brand may need to price their products lower in order to compete with other low-cost alternatives.Furthermore, businesses need to take into account the pricing strategies of their competitors. By analyzing the prices of similar products in the market, businesses can determine how to position their own products. They may choose to price their products lower in order to attract price-sensitive customers, or they may opt for a premium pricing strategy in order to differentiate their products from competitors.Another important consideration when it comes to pricing is the target market. Different customer segments may have different price sensitivities. For example, aproduct targeted at high-income consumers may be able to command a higher price compared to a product targeted at low-income consumers. Businesses need to conduct market research in order to understand the price sensitivity of their target market and adjust their pricing strategy accordingly.Once businesses have taken these factors into consideration, they can then determine the pricing strategy that best suits their products. There are several pricing strategies that businesses can choose from, each with its own advantages and disadvantages.One common pricing strategy is cost-plus pricing, where a markup is added to the cost of production in order to determine the selling price. This strategy is straightforward and ensures that businesses cover their costs and make a profit. However, it may not take into account the perceived value of the product and may not be competitive in the market.Another pricing strategy is value-based pricing, wherethe price is determined based on the perceived value of the product to the customer. This strategy allows businesses to capture the maximum value from their customers and can result in higher profits. However, it requires a deep understanding of customer perceptions and may be difficult to implement.A third pricing strategy is competition-based pricing, where the price is set based on the prices of competitors. This strategy allows businesses to stay competitive in the market and may attract price-sensitive customers. However, it may lead to price wars and erode profit margins.In addition to these strategies, businesses may also consider dynamic pricing, where the price of the product is adjusted based on demand and other market factors. This strategy allows businesses to maximize revenue by charging different prices to different customers. However, it requires sophisticated pricing algorithms and may lead to customer dissatisfaction if not implemented carefully.In conclusion, pricing is a critical aspect of businessstrategy that requires careful consideration. By takinginto account the cost of production, perceived value, competition, and target market, businesses can determine the best pricing strategy for their products. Whether it is cost-plus pricing, value-based pricing, competition-based pricing, or dynamic pricing, businesses need to ensure that their pricing strategy aligns with their overall business objectives and customer needs. By doing so, businesses can attract customers, generate sales, and ultimately achieve success in the market.。
Pricing(英文版)
Pricing(英文版)Pricing is an essential aspect of any business strategy. It involves determining the value of a product or service and setting a monetary price that customers are willing to pay. Effective pricing requires careful consideration of various factors, including costs, competition, customer preferences, and market conditions.One key consideration when pricing a product or service is the cost incurred in producing or delivering it. Businesses must ensure that the price they set is sufficient to cover these costs while still generating a profit. This requires a thorough analysis of direct costs, such as raw materials and labor, as well as indirect costs, such as overhead expenses and marketing costs.In addition to costs, competition also plays a significant role in pricing decisions. Businesses need to be aware of the prices set by their competitors and position their pricing strategy accordingly. This can involve setting prices lower than competitors to gain a competitive advantage or setting higher prices to differentiate a product or service as premium.Understanding customer preferences is another crucial aspect of pricing. Businesses must consider the perceived value of their product or service in the eyes of the customer. Conducting market research, surveys, and focus groups can provide valuable insights into customer preferences and the price they are willing to pay. Pricing should be aligned with the perceived value to ensure customer satisfaction and maximize sales.Market conditions, such as supply and demand dynamics, alsoinfluence pricing decisions. During periods of high demand and limited supply, businesses can increase prices to capitalize on the market situation. Conversely, during times of low demand or increased competition, lowering prices may be necessary to attract customers and maintain market share.Furthermore, pricing strategies can vary depending on the lifecycle stage of a product or service. For new or innovative offerings, businesses may initially set lower prices to penetrate the market and gain market share. As the product or service becomes more established, prices can be adjusted upwards to reflect its value and increase profitability.It is important to note that pricing is not a one-time decision but an ongoing process. Businesses should regularly monitor and evaluate their pricing strategy to ensure it remains aligned with the changing market conditions, customer preferences, and cost considerations. This may involve periodic price adjustments, promotions, or bundling strategies to adapt to the evolving business landscape.In conclusion, pricing plays a vital role in the success of any business. It involves evaluating costs, competition, customer preferences, and market conditions to determine the most appropriate price for a product or service. Effective pricing requires a thorough understanding of these factors and constant monitoring to ensure competitiveness and profitability.继续确定产品和服务的价格.1500字一旦你决定了产品和服务的定价策略，你需要考虑如何实际确定产品和服务的价格。
产品定价和定价策略
目标利润定价法 (Target-Return Pricing)
决定目标价格的量本利分析图
1,200
千 元
总收入 总
1,000 800 600 400 200 0 10 20 0 40 0
目标成本法( 目标成本法(Target Costing) 用市场研究方法确定一个新产品的开 发设计功能.然后,根据销售诉求和 竞争价格确定该产品的定价.从价格 中减去设计毛利,而该目标成本是必 须达到的.然后,他们检查每一个成 本项目――设计,工程费,制造费, 销售费等等,并把它们分解为进一步 的细目.他们考虑的是调整细目,减 少功能和降低供应商成本的方法.其 整个目标是使最后的成本项目在目标 成本之内
价 价 格
$15
格
$15
$10 a b
$10
100 105
50
150
3,估计成本(1) ,估计成本 Estimating Costs
成本的类型 固定成本(通常也称企业一般管理费) 是不随生产或销售收入的变化而变化的 成本. 变动成本是随着生产水平的变化而直接 发生变化的.
在每期不同生产水平下的成本行为 为了明智地定价,管理当局必须了解不同 的生产水平下,其成本是怎样变化的. 经验曲线的成本行为 随着积累生产经验而来的平均成本的下降 被称为经验曲线. 所有的成本,包括营销成本都有经验曲线 效果. 技术的进步会改变经验曲线的形状.
确定需求( ) 确定需求(2)
估计需求趋势的方法 (Methods of Estimation Demand Schedules) 第一种方法统计分析法.用统计分析过 去的价格,销售数量和其它因素的数据 来估算它们之间的关系.这种数据分析 可以是纵向的(随时间变化)或横向的 (在同一时间不同的地点).建立合适 的模型和用适当的统计技术来处理数据 需要相当高的技能.
市场营销组合4ps名词解释
市场营销组合4ps名词解释市场营销组合4Ps是指产品（Product）、价格（Price）、渠道（Place）和促销（Promotion）。
下面是各个词汇的英文解释和对应的中文解释，以及23个双语例句。
1. Product（产品）: The goods or services offered by a company to meet the needs and wants of customers.Example: Our company is working on developing a new product to meet the growing demand in the market.我们公司正在开发一款新产品，以满足市场上不断增长的需求。
2. Price（价格）: The amount of money charged for a product or service.Example: It is important to strategically set a competitive price for our products in order to attract customers.为了吸引顾客，我们要有策略地为产品定价，使之具有竞争力。
3. Place（渠道）: The distribution channels through whicha product is made available to customers.Example: Our company has established partnerships with major retailers to ensure our products are easily accessible to customers.我们公司与主要零售商建立了合作伙伴关系，确保我们的产品方便顾客取得。
4. Promotion（促销）: The activities undertaken to communicate and promote a product to potential customers.Example: We have launched a promotional campaign through social media channels to create awareness about our new product.我们通过社交媒体渠道开展了一场促销活动，以提高人们对我们新产品的认知度。
英语写物品价格的作文模板
英语写物品价格的作文模板Title: Writing a Product Pricing Essay。
When it comes to buying products, one of the most important factors that consumers consider is the price. The price of a product can significantly influence a consumer's decision to purchase it. Therefore, understanding how products are priced and the factors that affect their pricing is essential for both consumers and businesses.First and foremost, it is important to understand the basic principles of product pricing. In general, the price of a product is determined by the cost of production, the demand for the product, and the competition in the market. The cost of production includes the expenses incurred in manufacturing, packaging, and distributing the product. These costs can vary depending on the complexity of the production process, the quality of materials used, and the scale of production.Additionally, the demand for a product plays a crucial role in determining its price. Products that are in high demand are often priced higher, as businesses cancapitalize on the willingness of consumers to pay more for a popular item. On the other hand, products with low demand may be priced lower to attract more buyers. Understanding the demand for a product is essential for businesses to set a competitive and profitable price.Furthermore, the competition in the market also influences product pricing. In a competitive market, businesses may lower their prices to attract more customers and gain a competitive edge. On the other hand, in a monopolistic market, businesses may have more control over pricing and can set higher prices without fear of losing customers to competitors.In addition to these basic principles, there are several pricing strategies that businesses can use to set the price of their products. One common strategy is cost-plus pricing, where the company adds a markup to the cost of production to determine the selling price. This strategyensures that the company covers its costs and makes aprofit on each sale.Another popular pricing strategy is value-based pricing, where the price is based on the perceived value of the product to the customer. This approach takes into accountthe benefits and features of the product, as well as the customer's willingness to pay for those benefits. Value-based pricing allows businesses to capture the maximumvalue from their customers and differentiate their products from competitors.Furthermore, businesses may also use psychological pricing strategies to influence consumer behavior. For example, setting prices at $9.99 instead of $10 can create the perception of a lower price and attract more buyers. Similarly, offering discounts, bundle deals, and limited-time offers can create a sense of urgency and encourage consumers to make a purchase.It is also important to consider the impact of external factors on product pricing. Economic conditions, inflation,exchange rates, and government regulations can all affect the cost of production and ultimately influence the price of products. For example, an increase in the cost of raw materials due to inflation may lead to higher product prices, while a decrease in exchange rates may make imported products more expensive.Moreover, businesses must also consider the ethical implications of their pricing strategies. Price gouging, deceptive pricing, and unfair competition can harm consumers and damage a company's reputation. Therefore, it is essential for businesses to set fair and transparent prices that provide value to customers while ensuring a reasonable profit for the company.In conclusion, product pricing is a complex and multifaceted aspect of business that requires careful consideration and strategic planning. By understanding the basic principles of pricing, utilizing effective pricing strategies, and considering external factors and ethical considerations, businesses can set prices that are competitive, profitable, and fair to consumers. Similarly,consumers can make informed purchasing decisions by understanding the factors that influence product pricing and evaluating the value of the products they intend to purchase.。
英汉《营销学》常用词汇三
英汉《营销学》常用词汇（3）primary demand基本需求primary sources第一类/主要数据print media印刷媒体private/for-profit organization私营/盈利性组织PRIZM(Potential Rating Index for Zip Markets)按邮政区划为基础的潜力等级指数proactive new-product development strategy进取型新产品开发战略probability sampling概率抽样problem formulation界定问题problem identificatioin确定问题process management过程管理Procter&Gamble(P&G)宝洁公司product line产品线product availability产品的可获得性product category产品类别product class产品类别product decisions产品决策product design产品设计product development产品开发product dimension or attributes产品维度/属性product evolution产品演变product features产品特征product intent share产品倾向份额product leadership产品领导能力product life cycle(PLC)产品生命周期product life cycle curve产品生命周期曲线product line产品线product manager audit产品经理审计product offering供应品product organizaiton of salesforce按产品组织销售队伍product policies产品策略product positioning产品定位product quality产品质量product scope产品范围product space产品位置product specifications产品规格product systems产品体系product type产品类型product usage产品用途product产品product(ion)-oriented organization产品/生产导向型组织production生产product-line pricing adjustments产品线定价调整product-management organizational structure产品管理组织结构product-market entry control产品－市场进入控制product-related behavioral descriptors与产品相关的行为变量product's market characteristics产品的市场特征product-use testing产品使用测试pro-environment环保profit impact of market strategy(PIMS)市场战略的利润影响profitability analysis盈利性分析profitability盈利性/盈利能力profitable survivor strategy有利可图的生存者战略project-company resource compatibility项目与公司资源的协调性projected profit-and-loss statement预计损益表projective tests投影测试promotion decisions促销决策promotion mix促销组合promotion policies促销策略promotion促销promotional allowance促销折让promotional effort促销努力promotional pricing促销定价promptness及时性propector strategy探索型战略prospecting for customers寻找顾客psychographics心理统计特征psychological cost心理成本psychological pricing心理定价法public organization公共组织public relations公共关系public utilities公共设施publicity公共宣传pull strategy for control of distribution channels分销渠道控制的拉式战略pupil dilation瞳孔扩张purchase predisposition购买倾向purchasing agent采购代理purchasing contract采购合同purchasing manager/agent采购经理／代理purchasing power perity(PPP)购买力平价指数push money/spiffs佣金push stragtegy for control of distribution channels分销渠道控制的推式战略qualifying prospects审查潜在顾客资格quality dimensions质量维度quality质量quantity discount数量折扣question marks问题类questioning询问法quotas定额R&D expenditure研究开发战略race and ethnic origin种族和民族rack jobbers供应超级市场的批发商radio无线电广播rank ordering排序rate of adoption采购率rate-of-return/target return pricing回报率/目标回报定价法rational appeals理性诉求rationale基本原理raw materials原材料reactive and proactive responses反应及前摄策略reactive new-product development strategy反应新产品发展策略reactor strategy反应型战略real estate房地产rebates回扣recall tests记忆测试receiver接收者reciprocity利益互惠recognition of problem/need发现问题/需求recognition tests认知测试recreation娱乐业recruitment and selection招聘与选拔recycling of packaging包装回收（利用）Reebok锐步reference group参照群体referent power参照权refocus巩固refunds退款refusal to deal拒绝经营regression analysis回归分析法regulation管制related/concentric diversification相关/同心多元化relational VMSs相关式垂直营销系统relative attractiveness of declining markets衰退市场的相对吸引力relative market potential相对市场潜力relative market share相对市场份额reliability可靠性repeat purchase behavior重复购买行为repetition重复repositionings重新定位产品requirements planning需求计划reseller中间商resident buyers常驻采购员resource allocation/deployment资源配置response strategies反应策略response to communication传播响应responsive strategy反应型新产品开发战略responsiveness响应性retail coverage strategy零售范围战略Retail Index零售指数retail outlets零售店retail sales零售额retailer co-operatives零售商合作社retailer零售商retailing trends零售趋势Return on Equity(ROE)权益回报率Return on Investment(ROI)投资回报率Return on Net Assets(RONA)净资产回报率reverse engineering反向工程reward systems奖励系统rivalry determinants竞争决定因素rivalry竞争对手Robert Miles罗伯特·迈尔斯Rockwell洛克威尔Rolex劳力士Rolls-Royce劳斯莱斯roster名册Rover罗佛公司salary薪金sales agents销售代理商sales analysis by customer顾客销售分析sales analysis by order size订货规模的销售分析sales analysis by product产品销售分析sales analysis by territory区域销售分析sales analysis销售分析sales forcasting销售预测sales force estimates销售人员估计sales force size销售队伍规模sales force销售队伍sales forecasting销售预测sales management销售管理sales organization销售组织sales performance销售表现/业绩sales personnel incentives销售人员激励sales personnel销售人员sales planning销售计划sales potential销售潜力sales promotion销售促进/促销sales territory销售地区sales trends销售趋势sales销售额sales/price reduction销售/价格下降sample design样本设计sample size样本大小sampling抽样sampling提供样品scale efficiency规模效率scaled measures比例测度scoring models评判模型screening of ideas创意筛选sealed bidding招标Sears西尔斯secondary sources第二类/次要数据second-but-better new-product development strategy后者居上型新产品开发战略security证券业segmentation and targeting细分与目标选择segmentation criteria细分标准segmentation descriptors市场细分变量segmentation市场细分Seiko日本精工株式会社（全球著名的打印机生产商）selective demand选择性需求selective distribution选择分销selective exposure选择性接触selective perception选择性感知/理解selective retention选择性保留self-employed person独立经营的个人self-managing teams自我管理团队self-oriented自我导向型selling groups销售团队selling proposition销售计划/提议selling推销/销售service guarantees服务保证service industry服务产业service organization服务组织service quality服务质量service服务serviceability服务能力serviceability适用性services channels服务渠道servicing products服务产品servicing the account客户服务setting quotas确定定额shake-out stage动荡阶段shared programs/facilities分享计划/设备share-growth strategies for followers追随者的市场份额增长战略shareholder value股东价值share-maintenance份额保持Sherman Act,USA美国谢尔曼法案shopping goods消费品short-term memory短期记忆signal vehicle/carrier信号载体simulated test marketing模拟市场测试single-factor index单因素指数法single-line mass-merchandiser stores单一类型产品专营连锁店SKF瑞典轴承公司skimming and early withdrawal撇脂与尽早撤离战略skimming pricing撇脂定价法sleepwalker/contented underachievers梦游者/很容易满足的人slotting allowance安置津贴social acceptability社会可接受性social class社会阶层social objectives社会目标sociocultural environment社会文化环境soft goods非耐用品soft technology软技术sole ownership entry strategy独享所有权的进入战略Sony索尼source credibility信息来源的可信度source广告信息来源sources of data数据来源sources of new-product ideas新产品创意来源speciality goods特殊品speciality retailers专营零售商speciality stores专营商店specialization专门化spokesperson代言人Sprint斯普林特Standard Industrial Classification(SIC)标准工业分类代码standardization strategy标准化战略standby positioning备用定位staple goods日常用品Starbucks星巴克stars明星类statement of job qualifications工作要求说明stock levels库存水平stockless purchase arrangement无存货采购计划store brands零售商品牌straight commission compensation plan纯佣金制薪酬方案straight rebuy直接再购straight salary compensation plan纯薪金制薪酬方案strategic alliances战略联盟strategic business unit(SBU)战略经营/业务单位strategic control战略控制strategic fit战略协调性strategic group战略组strategic inertia战略惯性strategic intent/objective战略目标strategic marketing program战略营销计划strategic pricing objectives战略定价目标strategic withdrawal战略撤退strategy constraints战略影响因素strategy formulation and implementation战略制定和实施strategy implementation战略实施strategy reassessment战略重估subculture亚文化subfactor次级因素substitute goods替代品substitution threat替代产品的威胁success rates成功率Sumitomo住友商事Sun Microsystems太阳微系统supermarkets超级市场supplementary media辅助性广告媒体suppliers'bargaining power供应商的讨价还价能力surrogate products替代产品survey调查survival pricing生存定价法sustainable competitive advantage可持续的竞争优势sweepstakes彩票抽奖switching cost转换成本symbols符号synergy协同作用tabulation制表Taco Bell塔可钟tangibility有形性target audience目标受众target level of product quality产品质量标准target or hurdle level目标或难度水平target return price目标回报价格targeting strategy目标市场选择战略targeting目标市场选择taste口味/喜好team selling团队销售technical selling技术销售telecommunications industry电讯产业telemarketing电话销售television audience measurement电视观众测量television home shopping电视家庭购物territorial restrictions地区限制territories区域territory design and deployment区域设计及部署territory inventory地区存货test marketing市场测试testing new product测试新产品the American Association for Public Opinion Research美国公共意见研究协会the Council of American Survey Research Organization美国调查研究组织委员会the Fishbein Model菲什宾模型the Marketing Research Association营销研究协会theatre tests现场测试threat of new entrants新进入者的威胁three order-hierarchy models三阶段层级结构模型Tide汰渍Tiffany达芙妮Time《时代周刊》time frame时间框架/要求time pricing时间定价time utility时间效用Timex天美时title所有权Toshiba东芝total cost总成本total quality managemnt(TQM)全面质量管理tough customer苛刻的顾客Toyota Motor Corporation丰田Toys'R'Us美国著名玩具零售商tracking and monitoring跟踪与监控trade mark商标trade promotion贸易促销trade selling贸易销售trade/functional discounts贸易/职能折扣trade-in allowance以旧换新折让trading companies贸易公司traditional stores传统商店training培训transactiional efficiency交易效率transaction cost analysis(TCA)交易成本分析transportation运输trends趋势turnkey construction contract监督建筑契约turnover人员流动two-sided presentations双向信息陈述tying contracts附带条件的合同Tylenol泰诺types of adverstising广告种类types of brand品牌种类types of costs成本种类ultimate customers/end users最终顾客/用户underlying dimension基本组成要素uniform delivered pricing统一运费定价法Unilever联合利华Union Pacific Railroad联合太平洋铁路unit cost单位成本unit sales单位产品销售额unitary price elasticity单位需求价格弹性Universal Product Code(UPC)统一商品编码universe（样本）总体unrelated/conglomerate diversification复合多元化unsought goods非渴求产品UPS联合包裹服务US Patent Office of the Department of Commerce美国商务部专利局USA Today《今日美国》usage用途use tests使用测试users使用者utility/price relationship效用/价格关系VALS2价值与生活方式体系2value价值value-based planning价值基础计划variability变化性variable costs可变成本variable incentive可变激励措施variance decomposition analysis偏差分解分析VCR(video cassette recorder)录像机vending sales自动售货业vending-machine operators自动售货机经营商vendor analysis供应商分析vertical integration垂直/纵向一体化vertical marketing systems(VMS)垂直营销系统vision愿景Volvo沃尔沃Wall Street Journal《华尔街日报》Wal-Mart沃尔玛Walt Disney迪斯尼want欲求warranty质量保证weight加权Wella维拉Wendy's温迪Whirlpool惠而浦wholesale clubs批发俱乐部wholesaler-sponsored voluntary chains批发商发起的自愿连锁wholesaling trends批发趋势win-back program赢回（顾客）方案working capital investment周转资金投入workload approach计算工作量方法World Wide Web(WWW)万维网Xerox施乐Yamaha雅马哈young urban trend setters年轻的城市潮流领导者zero defect零缺陷zone pricing分区定价法。
商品定价Pricing
Narrowly defined, price is the amount of money charged for a product or service. Broadly defined, price is the sum of all of the values that consumers give up in order to gain the benefits of having or using the product or service.
(1) Customer perceptions of value
• Types of cost-based pricing: Cost-plus pricing-Adding a standard markup to the cost of the product Break-even pricing-Setting price to break even on the costs of making and marketing a product Target-profit pricing-Pricing that starts with an ideal selling price, then targets costs that will ensure that the price is met.
Considerations in Setห้องสมุดไป่ตู้ing Price
Factors to consider when setting prices
• (1) Customer perceptions of value • (a) Value-based pricing • (b) Cost-based pricing • (2) Other internal considerations • Marketing strategy, objectives, mix • (3) Other external considerations
外贸英语函电 Unit 13 Price and Its Terms
• Group C • CFR (Cost and Freight + destination port) 成本加运费 （目的港）价 • CIF (Cost，Insurance and Freight +destination) 成本 加保险费加运费（目的港）价 • CPT (Carriage Paid To +destination) 运费付至（目的地） 价 • CIP (Carriage and Insurance Paid to + destination) 运 费加保险费付至（目的地）价
• • • • • •
Group D DAF (Delivered At Frontier) 边境前交货价 DES(Delivered Ex Ship) 目的港船上交货价 DEQ (Delivered Ex Quay) 目的港码头交货价 DDU (Delivered Duty Unpaid) 未完税交货价 DDP (Delivered Duty Paid) 完税后交货价
Unit 13 Price and its Terms
• 4．Incoterms • Incoterms 2000 (International Rules for the Interpretation of Trade Terms 2000) by ICC (International Chamber of Commerce) deal with the questions concerning the delivery of the products from the seller to the buyer. • Price terms are important for international trade, because they divide the expenses, responsibilities and risks among the buyer and the seller.
发盘报价英语范文
发盘报价英语范文English:We are pleased to provide the following quotation for your consideration. After carefully reviewing your requirements, we have put together a comprehensive proposal that includes pricing, delivery terms, and any additional services you may require. Our team has worked diligently to ensure our pricing is competitive andin line with the current market trends. We are confident that our offering will meet your expectations in terms of quality and affordability. Please take some time to carefully review the details provided and let us know if there are any adjustments or additional information you may need.Chinese:我们很高兴地为您提供以下报价供您参考。
在仔细审查了您的需求之后，我们制定了一个包括价格、交货条款以及您可能需要的任何额外服务的全面提案。
我们的团队已经努力确保我们的定价具有竞争力，并符合当前市场趋势。
我们相信我们的报价会在质量和价廉物美方面符合您的期望。
请务必花些时间仔细审阅提供的细节，并让我们知道您是否需要进行任何调整或额外的信息。
pricing的职业规划
Pricing的职业规划1. 简介Pricing (定价)是一项重要的商业活动，它决定了产品或服务的售价，对企业的盈利能力和市场竞争力都有着重要的影响。
在如今的商业环境中，越来越多的企业开始重视定价策略，并对定价分析师或定价经理的需求不断增加。
因此，对于从事或有意从事Pricing相关职业的人来说，对职业规划进行认真思考和规划是非常重要的。
2. 职业发展路径要想在Pricing领域取得成功，一个有效的职业规划是必不可少的。
下面是一个通用的Pricing职业发展路径示例：2.1 初级职位在Pricing领域的初级职位是一个很好的起点。
这些职位一般要求有一定的市场营销或金融背景知识，并熟悉常用的定价方法和策略。
初级定价分析师或定价助理是一个常见的职位选择，他们的主要任务是收集和分析市场数据，参与制定产品或服务的价格。
2.2 中级职位在获得一定的工作经验和技能之后，可以考虑晋升到中级职位。
中级定价策略师或定价经理的责任更多，需要深入了解市场和竞争环境，并能制定更复杂的定价策略。
他们还需要与销售和市场团队紧密合作，共同制定定价决策，并监控市场反馈和竞争动态。
2.3 高级职位高级职位是Pricing领域的顶级职业发展阶段。
高级定价经理或战略定价总监通常在企业中担任领导岗位，负责制定和实施全面的定价策略。
他们需要运用高级定价模型和工具，分析大量数据，预测市场趋势，制定长期的定价战略。
3. 必备技能要在Pricing领域取得成功，除了工作经验和职位发展之外，还需要具备一些重要的技能：3.1 数据分析能力Pricing工作需要对大量的市场数据进行收集、整理和分析，因此具备较强的数据分析能力至关重要。
熟悉统计学、数据建模和数据可视化工具是必备的技能。
3.2 商业洞察力除了对数据进行分析，还需要具备敏锐的商业洞察力。
理解市场趋势、竞争环境和消费者行为是制定有效定价策略的关键。
3.3 沟通与协调能力Pricing工作需要与多个部门和团队进行合作。
宝洁的定价策略
Pricing Products andDesigning Pricing Strategies 宝洁的定价策略Contents •AboutAbout P&GP&G关于宝洁•Swot analysis SWOT分析•Pricing strategies 定价策略•P&G Price 宝洁价格学问P&G关于宝洁About P&GAbout成立时间近和美化大众的生活, 这一宗旨已明确地写入在我1837年总部美国俄亥俄州辛辛那提市销售额近765亿美元（2007财政年度）分公司分布超过80个国家产品种类美容美发、居家护理、家庭健康用品、健康美容美发居家护理家庭健康用品健康护理、食品及饮料等品牌约300个员工数约140,000董事长麦睿博（Robert A. McDonald）麦睿博（Robert A. McDonald总裁兼首席执行官P&G Policy 宝洁宗旨在现在和未来的世世代代确保每个人有更高的生活质量Company Policy 公司宗旨提供优质超值的品牌产品和务Enterprise Policy企业方针提供优质超值的品牌产品和服务，美化世界各地消费者的生活。
Values 价值观宝洁公司，就是宝洁人以及他们遵从的价值观。
我们吸引和招聘世界上最优秀的人才。
Mission 使命亲近生活，美化生活Products•洗发护发品•护肤美容品•妇婴保健品•个人清洁品•口腔保健品SWOT analysisSWOT 分析Strength优势Weakness劣势Threat威胁Opportunity机会S•1宝洁把自己强的地方做得更强而不盲目比拼•2 中国宝洁使强势品牌获得更多的政策支持•3 向国内消费者提供更具性价比的产品•4 中国宝洁对消费者需求进行了科学了解•5 重视科研技术开发加速原材料本地化的进程W•1 宝洁对国内日化市场价格战，主要依赖成本控制•2 宝洁的销售队伍是在短缺经济下发展起来的缺乏面临产品过剩时的管理经验，缺乏面临产品过剩时的管理经验•3 宝洁公司的文化对新思想非常抵触，并且只从内部提拔员工O•1 “物有所值”的产品空间很大•2 二三级（或区域市场）销售空间宽T•1 除联合利华这样的跨国公司对手外，中国本土上刚刚长成的一批企业，成为狙击宝洁的主要力量2•2 宝洁的高价格产品给了竞争对手以契机•3 宝洁产品的利润创造能力是未来最大的一个挑战HOW WILL P&G WIN ?宝洁将如何赢？品牌营销P&G知识营销市场定位公共关系定价策略广告宣传Pricing Products and Designing Pricing Strategies产品定价策略1. 产品定价方法2. 产品定价策略产品成本导向定价法成本加成定价法目标利润率定价法边际成本定价法定价方法需求导向定价法理解价值定价法需求差异定价法竞争导向定价法随行就市定价投标定价渗透定价拍卖定价产品定价策略新产品折扣定价策略心理定价策略地区定价策略差别定价策略转移价格定价策略取脂定价策略渗透定价策略满意定价策略现金折扣数量折扣功能折扣季节折扣零头定价声望定价习惯定价招徕定价分档定价制定策略原产地定价统一交货定价分区定价基点定价运费免收定价顾客差别定价产品形式差别定价产品部位差别定价销售时间差别定价……NEXTNew productsDesigning Pricing Strategies新产品定价策略•取脂定价策略适用于需求弹性小，寿命周期短，或者有专利权的新潮产品。