市场营销论文外文翻译中英文.docVIP

附 录 附录A：Pricing Strategy Russell .S. Winner Price is the most flexible element in marketing mix. Unlike product and place, price may change extremely fast in current business environment. Pricing is a core part of corporate strategy, which determines the profitability, and market share the company takes. To optimize products price in this competitive environment, cost structure is not the only attribute need to be considered. We should also take product life circle, price sensitivity of target customers and competitive environment into account. Pricing for Stability ，Sometimes customers for industrial products are as concerned about price stability as they are about actual price levels. This is because it is difficult to develop profit forecasts and long-range plans when prices for products and services that constitute a substantial portion of the buyer’s costs fluctuate dramatically. Telephone rates for large users such as telemarketing firms and banks fall into this category. Such customers expect rates to rise over time. However, significant price hikes at random intervals play havoc with their planning processes. As a result, these firms would rather pay a somewhat higher average rate than be subjected to constant fluctuations. Forward contracts on raw materials play this role in many manufacturing industries. Competitive pricing describes a situation in which you try to price at the market average or match a particular brand’s price. This is appropriate when customers have not been persuaded that significant differences exist among the competitors and that they view the product in a commodity. It may also be necessary in a category with high fixed costs because any loss of sales volume drives down sales and generates less revenue to cover those costs . Competition and pricing， So far, the discussion about setting price has described two key elements of the marketing manager’ thinking: the marketing strategy and the value customers place on the product. The