定价策略 Price Strategy UNIT 6. Contents Section I Special Terms 1 Section II Text Study 2...

Click here to load reader

  • date post

    15-Jan-2016
  • Category

    Documents

  • view

    241
  • download

    0

Embed Size (px)

Transcript of 定价策略 Price Strategy UNIT 6. Contents Section I Special Terms 1 Section II Text Study 2...

  • Price StrategyUNIT 6

  • Contents

  • Price It is the formal ratio that indicates the quantities of money, goods or services needed to acquire a given quantity of goods or services.

    Section I Special Terms

  • Price Competition It refers to the rivalry among companies seeking to attract customers on the basis of price, rather than by the use of other marketing factors. Section I Special Terms

  • Section II Text StudyPre-reading questions1. What is price?2. Is it easy to price a car?3. Can you list any pricing ways?

  • Price is the value placed on what is exchanged. Before determining the price itself, the company must establish a pricing objective compatible with the goals for the company and its marketing program. Pricing objectives include profitability, volume, meeting competition, and other objectives.Pricing is an important function of marketing. When developing a marketing program, a company can compete on the basis both of price and non-price factors. Main pricing ways include:Section II Text StudyPricing StrategyText A

  • Section II Text Study1. Premium Pricing Using a high price where there is a uniqueness about the product or service.This approach is used where a substantial competitive advantage exists. Such high prices are charged for luxuries.2. Penetration Pricing. The price charged for products and services is set artificially low in order to gain market share. Once this is achieved, the price is increased. 3. Economy Pricing. This is a no-frills low price. The cost of marketing and manufacture are kept at a minimum. Supermarkets often have economy brands for soaps and other daily necessities.

  • 4. Price SkimmingCharging a high price because you have a substantial competitive advantage. However, the advantage is not sustainable. The high price tends to attract new competitors into the market, and the price inevitably falls due to increased supply. Manufacturers of digital watches used a skimming approach in the 1970s. Once other manufacturers were tempted into the market and the watches were produced at a lower unit cost, other marketing strategies and pricing approaches were implemented.Section II Text Study

  • Section II Text StudyNew Words and Expressionsuniquenessn. luxurydeterminevt. , compatibleadj. non-priceadj. n. artificiallyadv. a. substantialadj. no-frill(s)

  • Section II Text Studypenetration pricingeconomy pricingsustainableadj. implementvt. premium pricing

  • Exercise 1 Decide whether the statements are true (T) or false (F) according to the above text.[][[]]F TF[][]TSection II Text StudyF1. Pricing takes a lest important role in four Ps.Firms tend to choose premium pricing on their unique products or services.The price is very high at the beginning of penetration pricing.Companies choose economy pricing strategy on every brand of soaps.A lower price always attracts more buyers.

  • Exercise 2 Match the words in the table below with their correct Chinese equivalents.Section II Text Studyvolume basis gain substantial minimum tempt digital advantage

  • Exercise 3Fill in the blanks with the appropriate form of the words in brackets.Section II Text StudyCompetitive pricing is (employ) when marketers wish to concentrate their competitive efforts on (market) variables other than price. Competitive (price) based on value requires combining all elements of marketing in order to maximize () benefits in relation to price and other costs.employedmarketingpricing

  • Section II Text StudyThe ACCORD car has won a very warm welcome by customers since it was introduced to the market by Guangzhou Honda Automobile Company Ltd. in 1999. The feedback () from customers on the ACCORD car focuses upon its high quality, competitive price and good design.In 2003, the pricing of the new ACCORD car caused an earthquake () in the car market. The new car was priced very competitively. Compared with the earlier successful model, the new ACCORD looked fashionable and was equipped with more advanced technology. Pricing the ACCORD CarText B

  • Section II Text StudyIn the next few years, its quite possible that the new ACCORD car may become the leading car in the middle and high class () car market.259, 800 RMBNew fashionNew motorStrong power (2.4 L)VS298,000 RMBOld modelOld motorWeak power (2.3L)The new one had more advantages than the old version as the follows:

  • Decide whether the statements are true (T) or false (F) according to the above text.[][[]]T TFExercise 4Section II Text Study1. The Swiss watch faced a decline due to its expensive price.The Swiss watch enterprises gave up the market finally.HK and Japan are also very famous for making watches.

  • Section III Situational DialoguesPricing a CarRobbie has just bought a new car. His colleague, Maxwell, is talking with him.Maxwell: Robbie, your new car seems very luxurious (). How much did it cost?Robbie : 220,000 RMB.Maxwell: It is very expensive.Robbie : Yeah, in order to get a discount (), I spent a lot of time in bargaining with the agent.Maxwell: Did you get a discount?Robbie : Unfortunately not.Dialogue 1

  • Section III Situational DialoguesMaxwell: Are car prices fixed for a long period?Robbie : No, they change all the time.Maxwell: What affects the price?Robbie : That is a tough question. I think there are many factors the car manufacturers will take into account: cost, volume, market demand, competition, policy, and the expected profit margin.Maxwell: So it is complicated to price a new model.Robbie : Yes, indeed.

  • Section III Situational DialoguesNat : John, I want to spend my holiday in Dubai () this summer. You are an expert. Can you give me some advice on hotel booking?John: Do you want to stay by the sea or in downtown Dubai?Nat : Since I want to kill time () on the beach, Id like to stay at a hotel by the sea.John: Then you will need to pay more for it.Pricing Hotel RoomsDialogue 2Nat plans to travel abroad. He is talking with John, the manager of a travel service.

  • Section III Situational DialoguesNat : I know. But I just do not understand why the price is so different. For example, with two standard rooms () on the same floor, the price difference is 30%. Everything else is the same.John: Yes. But one thing is different, the view ().Nat : How much is it if I reserve a room with a massage bath tub (), overlooking () the sea?John: You need to pay about US$ 1,000 per night ().Nat : Thats way too high. I just cant understand the pricing. It is said that the cost for a hotel room is only US$ 600 per night in other seasons.

  • Section III Situational DialoguesJohn: It is decided by supply and demand (). The summer holiday is a peak time () for tourism. And a hotel room overlooking the sea is a rare resource (). The rise in the room charge is understandable. Pricing during holidays or trade fairs differs from normal time.Nat : I dont care about this nerdy economics. Some other advice?John: You can rearrange your travel destination ().Nat : I dont think I can change it. I promised my wife a year ago that we would go there.John: Then, enjoy the trip and dont forget to take enough money with you.

  • Answer the following questions according to the dialogues.Exercise 5Section III Situational DialoguesIt is very expensive.No, they change all the time.2. The prices of cars will be fixed for several years. Is that true?1. How does Maxwell feel about the price of Robbies car?

  • Answer the following questions according to the dialogues.5. Why is the cost of hotel room so high during the holidays?Exercise 5Section III Situational DialoguesThe summer holiday is a peak time for tourism. Hotels cannot meet the huge demand from tourists.Stay at a hotel by the sea or nearby.3. Where does Nat plan to spend his holiday?Dubai.4. What kind of hotel does Nat need?

  • Exercise 6 Group discussionImagine you have just come back from Dubai. Introduce something interesting from your trip to your classmates. Give a price for the hotel room according to the dialogue 2. Invite some classmates to explain why different prices are charged.Section III Situational Dialogues Summer season Other seasons

    The cost of seaside hotel in DubaiUS$1,000 per nightUS$600 per night

  • Marketing SkillsHow to discuss price? If you take quality into consideration, you wont think our price is too high. Thats because the price of raw materials has gone up. 9 I can manage to give you a 10% discount. Lets meet halfway. We make so little profi t on this product Sorrywe cant cut the price without bleeding money. The cost is soaring.Section III Situational Dialogues

  • Section IV TasksExercise 7 Fill in the blanks with the proper words given below.Inner factors ()1) Control 2) Form3) Confirm4) StrengthenExternal factors ()1) Stabilize2) Graspproduct costproduct differencepricing objectivesales strengthsupplier of resourcesdemand and psychology of consumers

  • Section IV TasksComplete the dialogue.Exercise 8A: () is the MP4?B: 750 RMB.A: Can you lower the price?B: I am afraid I cant.A: (). My friend bought a mobile phone in your shop last week. He told me that the price is ().B: I am sorry that the price for MP4 is () this week. A: Any discount for MP3?negotiableYou must be kiddingHow muchfixed

  • Section IV TasksB: 5% discount is offered for each MP3.A: It is a pity that there is no discount for MP4. I think Ill buy it later.B: Is it conve