第三章产品和定价

第三章产品和定价
第三章产品和定价
Product and pricing
commodity 商品intangible无形的attribute属性
maker制造商reputation声誉after-sale售后的
category种类，类别appliance器械generate产生
innovative创新的investigation调查screening筛选
feasibility可行性marketability可销售性consolidated巩固的，联合的，统一的feedback反馈pilot试点的，试验性的merits品质，价值，长处
integrate 构成整体optimize 对。

乐观monopoly垄断
graphic图表的，绘图的overhead经费开支double-edge双刃的
一、产品类型type of products
1.主要分为两类：
消费产品consumer product ；
工业产品industrial product
2.消费产品指消费者所使用的产品或服务。

Goods and services for use by consumers are called consumer product.
3.工业产品指商家为生产消费产品或其他工业产品所购买的产品或服务。

Industrial product are goods and services purchased by businesses to produce consumer or other industrial product.
4.消费产品包括方便商品convenience goods、货比三家后购买的商品shopping goods、特色商品specialty goods。

二、新产品开发development of new products
包括以下阶段consists of the following stages：
1.新产品的创意；generating new product ideas
2.筛选；screening
3.开发development
4.测试testing
5.商品化commercialization
三、产品生命周期product life cycle
Four stages through which a successful product passes: introduction, growth, maturity and decline.
1.促销期；introduction
2.成长期；growth
3.成熟期；maturity
4.衰退期decline
四、定价pricing
1.定价目标：pricing objective
（1）利润导向型目标；profit-oriented objectives
A pricing strategy whereby management sets increasing levels of profitability as its objective.
（2）销售额导向型目标；sales-oriented objectives
A pricing strategy under which management sets an acceptable minimum level of profitability and then tries to maximize sales.
（3）跟进型目标follow-the-leader objectives
A pricing method companies used to react to others’ prices, instead of setting their own prices.
2.谁来确定价格who sets the price?
买家在确定价格上起着重要作用；
Buyers play a more important role in price setting
供求关系相互影响价格的确定。

Supply and demand
3.盈亏平衡分析break-even analysis
A method that marketers used to determine the minimum
sales volume needed at a certain price level to cover all costs.
方法：根据销售的总量，用图表显示总成本和总收入。

销售的总量达到总收入大于成本这个数，就有利润。

销售掉的总量小得入不敷出，就出现亏损。

总收入与总成本相等，则正好在盈亏平衡点上。

盈亏平衡点break-even point= 确定总成本total fixed costs/（价格price-可变成本variable costs）
五、定价战略pricing strategies
1.撇脂战略skimming strategy
A method of setting the price of a new product relatively high compared with similar goods and then gradually lowering it.
如果一种产品处在生命周期的促销期，几乎没有竞争，价格可以定得高，使利润最大化，捞取市场上的油水。

2.渗透战略penetration strategy
A method of pricing a new product relatively low compared with similar goods in the hope that it will secure wide market acceptance that will allow the company to raise the price.
新产品的价格也可以定得低以吸引消费者。

尽管低价意味着单位利润少一些，但增加的销售数量可使总收入不受损失。

更重要的是，这个策略帮助卖家快速渗入市场，使得竞争对手难于进入市场。

3.（少量低价商品）诱导战略loss leader pricing strategy
A method companies or stores used to price some goods under cost in order to attract buyers.
为了吸引消费者，一家商品可以以成本价或低于成本的价格销售一些商品。

这些商品称作低价商品。

可以借助它们引诱消费者关注店中的其他商品。

4.心理定价战略odd pricing strategy
A method of using uneven prices, such a s﹩1.95, ﹩9.99, or ﹩19.98 instead of ﹩2.00, ﹩10.00 or ﹩20.00,in the belief that they are psychologically more attractive.
5.分类定价战略price lining strategy
A method of offering goods at a limited number of prices is instead of pricing each item individually.
为了简化买主购物的决策，提高货物周转率，将商品分门别类，降低一部分商品的价格。

六、案例分析business case
七、术语匹配
A
1. product life cycle生命周期 6.odd price心理定价
2. brand 品牌7.prototype模型，范本
3. price lining 分类定价8.skimming
4. trademark 商标9.penetration渗透
5. shopping products 货比三家10.break-even analysis盈亏平衡分析
B
A.offering merchandise at a limited number of set prices-3
B.a method of calculating计算the minimum volume of sales needed
at a given price to cover all costs-10
C.the stages of growth and decline in sales and earnings-1
D.the working samples of a proposed product-7
/doc/004811726.html,ing a brand name on a variety of products that are related-4
F.introducing a new product at a low price in hopes of building sales
volume quickly-9
G.setting a price at an odd amount slightly below the next highest
dollar figure-6
H.charging a high price for a new product during the introductory
stage, then lowering the price later on-8
I.products for which a consumer spends a lot of time shopping in
order to compare prices, quality and style-5
J.any name, term, sign, symbol, design or combination of these used to identify tie products of a firm and to differentiate them from competing products-2
术语搭配答案：
1.C
2.J
3.A
4.E
5.I
6.G
7.D
8.H
9.F 10.B。