overhaul:彻底大改动JC fairandsquare:公平合理的
lowPenneyInearlythepast.pricingdoes2012?[1]schemebusiness?JohnsonMr.Johnsontoreplacewithannouncedabruptlytheanew“droppedfake“afairmajoroverhaulofthewayprices”andsquareJCPenney??susedcommonly”everydaytraditional
inabruptly:突然地?意外地
pricingheavypromotions?policiesofmarkingandcouponsupprices.[2]andthenofferingdiscounts?withcoupon:优惠券
estingsonableproducts?Heproposedtooffermoreinter ̄tures.They??repricesoftenallfromthelinesdrawntime.liketoButMarthastoresshoppersStewartnotbythearen??tandpromisepurelyJoeFresh?oflogicalatfairpricing?
crea ̄rea ̄butlure:吸引力?魅力downsby.
the[3]lureFor
theofhuntingsixthconsecutivefordealsviaquarter?couponsthecompanyandpricereported
mark ̄markdowns:减价athreeloss.monthsPenneyendedsaiditAug??lost3?$586comparedmillion?toaorloss$2??of66$a147share?million?forthe
consecutive:连续的
67or
CEOcentsandawasshareoustedayearbecauseearlier.heCorrespondingly?failedinspectacularhewasfashion.
removedasousted:被革职
spectacular:壮观的?华丽的
7??1 Pricing产品定价
the mentrightPriceofmarketingpricehasisbeenimportantthemajormixthatgeneratesineffectivefactoraffectingrevenuemarketing.buyer.AllotherItischoice.theparts?onlySettingwhich
ele ̄generate:产生areproduct?revenue:收益
1??Understandingplace?andpricingpromotion?认识定价
representcosts.
(1)Pricinginmarketing从营销角度认识定价
exchangeThedefinitionforthebenefitsofpriceofishavingthesumorusingofallthetheproductvaluesthatorserviceconsumers
[4].
来代替以往常用的[1]2012年初“?虚假低价格约翰逊宣布对”?
JCPenney公司的经营方式进行大修?以一个新的“公平合理的”天天低价方案[约翰逊先生突然去掉JCPenney传统的降低标记?提供大量的促销和优惠券等折扣?[2他们经常被吸引到商店是因为想使用优惠券和购买降价产品?而不是因为合理的价格?[3]4]]
价格的定义是消费者为产品或服务的利益交换的所有价值的总和?
第章 7定价策略
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国际市场营销︵双语版︶
element:要素
Simplyput?priceistheamountofmoneyorgoodsforwhichathingisboughtorsold.Unlikeothermarketingmixelements?pricecanbechangedmostquickly?perhapsinresponsetoacompetitorpricechange?ortothedemandofthemarket.[1]
Marketersshouldbecarefulaboutthepricesetting.It??sprobably
unwisetosettheproductpricetoomuchhigherorlowerwithouta
viceversa:反之亦然influence:影响
marketingobjective:营销目标
goodreason.Ifthepricetoolow?firmswillfindthereislittleroomforprofits?andviceversa.Therefore?beforesettingthepricesoftheproducts?marketingmanagersshouldconsiderthefollowingpoints:
?Whatinfluencesthepricingdecisions?
?Whatisthemarketingobjectiveofafirminsomeperiod?setobjective?
?Whichpricingmethodissuitablefortheproductbasedonthe?Whichpricingstrategyisappropriate?
outdo:胜过?优于
?Howcanthepriceoutdothecompetitors?
(2)Influencesonpricing影响定价的因素
managerstosetthepricefortheproductorservice?whichcanbe
Therearemanyfactorsthatwillhaveaninfluenceonmarketing
generallyclassifiedasinternalandexternalfactors.[2]Theinternal
marketdemand:市场需求economicvariables:经济可变因素
factorsarecostandmarketingobjectives?whiletheexternalfactorsarecompetition?marketdemand?andothereconomicvariables.
①Cost成本
theircompetitorsintermsofpriceandformthecompetitiveadvanta ̄
expenditure:开支fixedcost:固定成本overhead:管理费用
Costisthevitaldeterminantonwhetherthecompanycanbeat
ges.[3]Costinthissenseincludesnotonlytheproductcost?butalso
otherexpenditureinordertorunacompany.[4]Thecostconsistsofoverhead?arethecoststhatdon??tvarywiththelevelofproductionor
twoforms—fixedcostsandvariablecosts.Fixedcosts?alsoknownas
[1][2][3][4]
与其他营销组合要素不同?价格的变化最快?或许是为了应对竞争对手的价格变化或市场需求?有很多因素会影响营销管理者如何为产品或服务设定价格?而这通常分为内部和外部因素?成本是至关重要的因素?因为它确定能否在价格上击败竞争对手并形成竞争优势?成本在这个意义上不仅包括产品成本?而且还包括用以经营公司的其他支出?
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