熟读2分钟
What are the factors that affect pricing techniques?
Through bargaining, they would arrive at an acceptable price.
People who exert an influence on pricing include sales managers, production managers, finance managers, and accountants.
In pricing, many modern companies are cost-oriented.
影响定价方法的因素有哪些呢？
通过讨价还价，双方才能在价格上达成一致。
影响定价策略的人包括销售经理、生产经理、财务经理和会计。
很多现代化的公司采取成本定价法。
一边听一边练
A: I really think that the price is too high.
B: I know. But pricing has to be based on what customers want, which differs from place and a time to time.
A: Yes, experience shows the same product is priced differently in different markets. But why is it so much higher in this market?
B: There are many rich people in this area, so a skimming price si OK and even needed.
A: But the market prices for other similar products are much lower. Buyer will notice the difference in the price structure, and buy from other companies.
B: I don't think so. I think others will have to raise their price ceiling to make customers believe that products are as good as ours.
A:我真的认为这个价格太高。
B:我知道。但是定价要以顾客的需求为基准，而这种需求会因时因地而异。
A:没错。根据经验，相同产品会在不同的地方会有不同的价格。但为什么在这个市场要定这么高的价格？
B:这个地区有很多有钱人。所以最高利润价行得通，甚至可以说是必要的。
A:但其他同类产品的事假低了很多。购买者会注意到价格上的差异，转而购买其他公司的产品。
B:我可不这么认为。我倒觉得其他同行得提高价格的上限，让顾客相信他们的产品和我们的一样好。
情景短剧扮演
（Alan has no idea about some price problems, so he asks Gary for help.）
Alan: Hi, Gary. I have some questions about market strategy. Could you do me a favor?
Gary: Sure, I'm glad to help.
Alan: Different firms have different prices for the products of the same quality. Why is that?
Gary: Because different firms have different profit expectations, they adopt different pricing techniques.
Alan: Please be more specific.
Gary: The prices emphasis policy emphasizes low prices. Low prices encourage sales. Low prices, though, usually mean no extra services.
Alan: What's price de-emphasis?
Gary: That means you don't call attention to the price at all. That works with expensive products with high value such as jewelry.
Alan: Thank you for your advice.
Gary: You're welcome.
(艾伦对于一些关于价格的问题不理解，于是他向加里寻求帮助。)
艾伦：嗨，加里，我有一些关于市场战略的问题，你能帮帮我吗？
加里：当然可以，我很乐意呀。
艾伦：同等质量的产品在不同的企业里有不同的价格，这是为什么呢？
加里：因为不同的企业有不同的利润预期，所以他们就采取了不同的定价策略。
艾伦：请具体说说。
加里：以低定价推销强调价格低廉。价格低廉能增加销售，但是低价也常常意味着没有额外的服务。
艾伦: 那么不以低定价推销指的是什么呢？
加里：那是说你不用价格去吸引顾客。这种方法适用于高档产品，比如珠宝首饰。
艾伦：谢谢你的讲解。
加里：不客气。
