市场营销-如何应对价格战及应对低价的策略大学毕业论文外文文献翻译及原文.docxVIP

毕业设计（论文） 外文文献翻译 文献、资料中文题目： 1.如何应对价格战2.应对低价的策略 文献、资料英文题目： 文献、资料来源： 文献、资料发表（出版）日期： 院（部）: 专 业： 市场营销 班 级： 姓 名： 学 号： 指导教师： 翻译日期： 2017.02.14 短学期课程报告 外文翻译 题 目 价格战的研究综述 学 院 商学院 专 业 市场营销 班 级 学 号 学生姓名 指导教师 审核意见： 指导教师（签名） 一、外文原文 （一）标题：How to Fight a Price War 原文：In the battle to capture the customer, companies use a wide range of tactics to ward off competitors. Increasingly, price is the weapon of choice -and freque ntly the skirmish ing dege nerates into a price war. Creating low price appeal is often the goal, but the result of one retaliatory price slashing after another is often a precipitous decline in industry profits. Look at the airli ne price wars of 1992. When America n Airli nes. Northwest Airli nes, and other U.S. carriers went toe-to-toe in matching and exceeding one another s reduced fares, the result was record volumes of air travel-and record losses. Some estimates suggest that the overall losses suffered by the in dustry that year exceed the comb ined profits for the en tire in dustry from its in cepti on. Price wars can create economically devastating and psychologically debilitating situati ons that take an extraordi nary toll on an in dividual, a compa ny, and in dustry profitability. No matter who wi ns, the combata nts all seem to end up worse off tha n before they joined the battle. And yet, price wars are becoming increasingly com mon and un com monly fierce. Con sider the followi ng two examples: In July 1999, Spri nt announ ced a ni ghttime Ion g-dista nee rate of 5 cents per mi nute. In August 1999, MCI matched Spri nt -peals rfe. Later that mon th, AT T ack no wledged that reve nue from its con sumer Ion g-dista nee bus in ess was falli ng, and the compa ny cut its Ion g-dista nee rates to 7 cents per minute all day, everyday, for a monthly fee of $ 5.95. AT T s stock dropped 4.7% the day of the announcement. MCI s stock price dropped 2.5%; Sprint s fell 3.8%. E-Trade and other electro nic brokers are cha nging the com