新职业英语市场营销英语Unit3-pricing.pptVIP

- * - * Reading B Translation 麦当劳定价策略 促销定价法 几乎所有麦当劳店都有展示牌和横幅告知消费者特殊的促销产品。例如，缅因州麦当劳店现在的广告宣传是“两个猪柳汉堡仅3美元”。在缅因州，人们可以看到印有该促销宣传的巨幅横幅垂挂在许多麦当劳店面大楼上。促销活动每周都变，可能是不同菜单项的组合。 渗透定价法 首次进军咖啡市场时，为了在该行业占据一定市场份额，麦当劳举行了大规模的市场营销活动。消费者每天早晨在限定的时间八点到八点半，可以在麦当劳免费喝咖啡。麦当劳在宣传它与绿山咖啡公司的合作的同时，也在宣传麦当劳现在提供咖啡了。 - * - * Reading B Translation 麦当劳定价策略 价值定价法 “在经济衰退或竞争加剧等外部因素影响下，为保持销售额，公司会采用价值定价法，提供‘优质低价’的商品或服务。”关于这种定价法，最广为人知的例子是麦当劳近期推出的“一美元菜单”。之所以推出一美元菜单是因为麦当劳意识到，经济滑坡，竞争会越发激烈。一美元菜单使消费者只花一美元就可以选购多种产品，该定价法是麦当劳迄今为止推出的最经济实惠的产品系列。一美元菜单的推出认清了当前的经济形势，使同业竞争者倍感压力。 - * - * Listening task 5 competition failure perceived value quality product development cost - * - * Speaking Activities Speaking Task 4 Speaking Task 3 Speaking Task 2 Speaking Task 1 - * - * Speaking task 1 Sample A: What’s your opinion about the pricing strategy for our new furniture? B: Well, I think it’s not appropriate. I feel that a penetration pricing strategy will build market share quickly. A: I agree with you. - * - * Speaking task 2 Sample A: I feel that we may use psychological pricing strategy for our new product. B: No, I can’t agree with you. A: Then, what about promotional pricing strategy? B: That’s a good idea. - * - * Speaking task 3 Sample A: Hi, David. B: Hi, Mary. Nice to see you here. A: Yeah. How are you? B: I’m busy with pricing our new product. A: What pricing strategy have you adopted? B: Penetration pricing. A: Why? B: Because we want to capture market share. - * - * Speaking task 4 Sample 　　Good morning, ladies and gentlemen! I’m glad to have the opportunity to share my thoughts with you. When it comes to the pricing of products, there are certain factors you must take into consideration. The first factor is the demographics of the targeted customers. Let me share an illustration with you. Suppose your product is a portable bag specifically designed for students. If 90% of the populations in the region you are targeting are students, your product price