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

定价策略

Price Strategy

UNIT 6UNIT 6

Contents

Section I Special Terms1

Section II Text Study2

Section III Situational Dialogues3

Section IV Tasks4

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.

价格

一个正式的比率，标明获得一定数量的商品或服务需要付出的货币、商品或服务的数额。

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.

价格竞争

公司之间为了吸引顾客，在价格上而不是在其他营销要素上展开的

竞争。

Section I Special Terms

Section II Text Study

Pre-reading questions

1. 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:


Pricing StrategyText A


1. 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 Skimming—Charging 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.



New Words and Expressions

uniqueness

n. 唯一

luxury

determine

vt. 决定 , 确定

compatible

adj. 协调的，一致的

non-price

adj. 非价格的

n. 奢侈品

artificially

adv. 人为地

a. 基本的，无修饰的

substantial

adj. 多的，大量的

no-frill(s)


penetration pricing

渗透定价

economy pricing

经济定价

sustainable

adj. 可长期保持的

implement

vt. 贯彻，实现

premium pricing

取脂定价

Exercise 1 Decide whether the statements are true (T) or false (F) according to the above text.

[ ]

[

[

]

]F

T

F

[ ]

[ ]T


F

1. Pricing takes a lest important role in four Ps.

2. Firms tend to choose premium pricing on their unique products or services.

3. The price is very high at the beginning of penetration pricing.

4. Companies choose economy pricing strategy on every brand of soaps.

5. A lower price always attracts more buyers.

Exercise 2 Match the words in the table below with their correct Chinese equivalents.


1. volume

2. basis

3. gain

4. substantial

5. minimum

6. tempt

7. digital

8. advantage

A. 优势

B. 量

C. 诱使

D. 大量的

E. 数字的

F. 基础

G. 得到

H. 最小值

Exercise 3

Fill in the blanks with the appropriate form of the words in brackets.


Competitive 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 (最大化 )

benefits in relation to price and other costs.

employed

marketing

pricing


The 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 (反馈 ) 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” (地

震 ) 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


In the next few years, it’s quite possible that the new ACCORD car may

become the leading car in the middle and high class (中高档 ) car market.

259, 800 RMB

New fashion

New motor

Strong power (2.4 L)

VS298,000 RMB

Old model

Old motor

Weak 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

T

F

Exercise 4


1. The Swiss watch faced a decline due to its expensive price.

2. The Swiss watch enterprises gave up the market finally.

3. HK and Japan are also very famous for making watches.

Section III Situational Dialogues

Pricing a Car

Robbie has just bought a new car. His colleague, Maxwell, is talking

with him.

Maxwell: Robbie, your new car seems very luxurious (豪华的 ). How much

did it cost?

Robbie : 220,000 RMB.

Maxwell: It is very expensive.

Robbie : Yeah, in order to get a discount (折扣 ), I spent a lot of time in

bargaining with the agent.

Maxwell: Did you get a discount?

Robbie : Unfortunately not.

Dialogue 1


Maxwell: 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.


Nat : John, I want to spend my holiday in Dubai (迪拜 ) 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 (消遣 ) on the beach, I’d like to stay at a hotel

by the sea.

John: Then you will need to pay more for it.

Pricing Hotel RoomsDialogue 2

Nat plans to travel abroad.

He is talking with John, the

manager of a travel service.


Nat : I know. But I just do not understand why the price is so different. For

example, with two standard rooms (标准房 ) on the same floor, the price

difference is 30%. Everything else is the same.

John: Yes. But one thing is different, the view (景观 ).

Nat : How much is it if I reserve a room with a massage bath tub (按摩浴缸 ),

overlooking (远眺 ) the sea?

John: You need to pay about US$ 1,000 per night (每晚 ).

Nat : That’s way too high. I just can’t understand the pricing. It is said that the

cost for a hotel room is only US$ 600 per night in other seasons.


John: It is decided by supply and demand (供求关系 ). The summer holiday

is a peak time (高峰 ) for tourism. And a hotel room overlooking the sea is a

rare resource (稀有资源 ). The rise in the room charge is understandable.

Pricing during holidays or trade fairs differs from normal time.

Nat : I don’t care about this nerdy economics. Some other advice?

John: You can rearrange your travel destination (目的地 ).

Nat : I don’t think I can change it. I promised my wife a year ago that we

would go there.

John: Then, enjoy the trip and don’t forget to take enough money with you.

Answer the following questions according to the dialogues.

Exercise 5


It 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 Robbie’s car?

Answer the following questions according to the dialogues.

5. Why is the cost of hotel room so high during the holidays?

Exercise 5


The 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.


Summer season Other seasons

The cost of seaside hotel in Dubai US$1,000 per night US$600 per night

Marketing SkillsHow to discuss price?

如何讨论价格？

价格是顾客最关心的因素之一。告诉买家，你产品的价格具有很强的竞争力。假

如公司对商品的定价较高，当客人提出疑问的时候，你有必要向客人解释价格高的因。

比如： If you take quality into consideration, you won’t think our price is too high. 或

者： That’s because the price of raw materials has gone up.

对新顾客可以说：给您 9 折。 I can manage to give you a 10% discount.

只要双方都有意达成交易，没有谈不妥的价格。那就各让一步吧。

Let’s meet halfway.

如何拒绝降价？顾客讨价还价几乎是不可避免的事情。无法降价主要是利润空间有

限。比如： We make so little profi t on this product ！或者： Sorry， we can’t cut the

price without bleeding money. The cost is soaring.


Section IV Tasks

Exercise 7 Fill in the blanks with the proper words given below.

product difference sale strength product cost

the demand and psychology of consumers

supplier of resources pricing objective

制定有竞争力的价格需要内部和外部两方面因素的配合——

Inner factors ( 内部力量因素 )

1) 控制产品成本 Control

2) 形成产品差异 Form

3) 确定订价目标 Confirm

4) 加强销售力量 Strengthen

External factors ( 外部力量因素 )

1) 稳定企业生产要素的供应者 Stabilize

2) 把握消费者的需求与心理 Grasp

product cost

product difference

pricing objective

sales strength

supplier of resources

demand and psychology of consumers

Section IV Tasks

Complete the dialogue.

Exercise 8

A: ( 多少钱 ) is the MP4?

B: 750 RMB.

A: Can you lower the price?

B: I am afraid I can’t.

A: ( 开玩笑 ). My friend bought a mobile phone in

your shop last week. He told me that the price is ( 可以还价的 ).

B: I am sorry that the price for MP4 is ( 固定的 ) this week.

A: Any discount for MP3?

negotiable

You must be kidding

How much

fixed

Section IV Tasks

B: 5% discount is offered for each MP3.

A: It is a pity that there is no discount for MP4. I think I’ll buy it later.

B: Is it convenient for you to leave your phone number to me. I will inform

you once there is any ( 促销活动 ).

A: Well， This is my name card. I hope you will call soon.

sales promotion

Section IV Tasks

Exercise 9

What factors do you need to consider when you are pricing bottles

of table wine?

1. The production cost. It is very natural that I must obtain a reasonable

profit from the sales.

2. The target consumers of bottles of table wine. I will price relatively

high if I am aiming at business people.

When I price bottles of table wine, I need to consider the following:

3.

4.

The packaging of the bottles of table wine. Distinctive packaging is

helpful to attract consumers and increase prices.

The sales channel. Different pricing policies will be applied to

supermarkets and exclusive agencies.

Section IV Tasks

Section IV Tasks

制定价格的步骤和方法

企业制定价格必须全面考虑各个方面的因素，采取一系列步骤和措施。一般来说，要采取六个步骤：选择定价目标、估算成本、测定需求的价格弹性、分析竞争对手的产品与价格、选择适当的定价方法、选定最终价格。

定价的一般方法包括：成本导向定价法、需求导向定价法和竞争导向定价法。在选用一般方法制定出产品的基础价格后，企业还需考虑利用灵活多变的定价策略，修正或调整产品的基础价格。常用的策略有：折扣定价策略、地区定价策略、心理定价策略、差别定价策略、产品组合定价策略以及新产品定价策略等。

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

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