市場(chǎng)營(yíng)銷原理外文翻譯外文文獻(xiàn)翻譯

1、<p><b>　　中文4350字</b></p><p><b>　　本科畢業(yè)論文</b></p><p><b>　　外文文獻(xiàn)及譯文</b></p><p>　　文獻(xiàn)、資料題目：New-Product Pricing Strategies</p><p>　　文獻(xiàn)

2、、資料來(lái)源：著作</p><p>　　文獻(xiàn)、資料發(fā)表（出版）日期：2000.4</p><p><b>　　外文文獻(xiàn)：</b></p><p>　　Principles of Marketing</p><p>　　1.New-Product Pricing Strategies</p><p>

3、　　Pricing strategies usually change as the product passes through its life cycle. The introductory stage is especially challenging. We can distinguish between pricing a product that imitates existing products and pricing

4、 an innovative product that is patent protected.</p><p>　　A company that plans to develop an imitative new product faces a product-positioning problem. It must decide where to position the product versus pos

5、itioning strategies. First， the company might decide to use a premium pricing competing products in terms of quality and price. Figure 17.1 shows four possible strategy - producing a high-quality product and charging the

6、 highest price. At the other extreme， it might decide on an economy pricing strategy - producing a lower-quality product， but charg</p><p>　　Companies bringing out an innovative， patent-protected product fac

7、e the challenge of setting prices for the first time. They can choose between two strat-egies： market-shimming pricing and market-penetration pricing.</p><p>　　(1) Market-Skimming Pricing</p><p>

8、;　　Many companies that invent new products initially set high prices to 'skim'revenues layer by layer from the market. Intel is a prime user of this strategy， called market-skimming pricing. When Intel first intr

9、oduces a new computer chip， it charges the highest price it can，given， the benefits of the new chip over competing chips. It sets a price that makes it just worthwhile for some segments of the market to adopt computers c

10、ontaining the chip. As initial sales slow down and as competitors threa</p><p>　　(2) Market-Penetration Pricing</p><p>　　Rather than setting a high initial price to skim off small but profitable

11、 market segments， some companies use market-penetration pricing. They set a low initial price in order to penetrate the market quickly and deeply - to attract a large number of buyers quickly and win a large market share

12、. The high sales volume results in falling costs， allowing the company to cut its price even further. For example， Dell and Dan used penetration pricing to sell high-quality computer products through lower-c</p>&

13、lt;p>　　Several conditions favour setting a low price. First， the market must be highly price sensitive， so that a low price produces more market growth. Second， production and distribution costs must fall as sales vol

14、ume increases. Finally， the low price must help keep out the competition - otherwise the price advantage may he only temporary. For example， Dell faced difficult times when IBM and Compaq established their own direct dis

15、tribution channels.</p><p>　　2.Product-Mix Pricing Strategies</p><p>　　The strategy for setting a product's price often has to he changed when the product is part of a product mix. In this c

16、ase， the firm looks for a set of prices that maximizes the profits on the total product mix. Pricing is difficult because the various products have related demand and costs， and face different degrees of competition. <

17、;/p><p>　　(1) Product Line Pricing</p><p>　　Companies usually develop product lines rather than single products. For example， Merloni's sells Indesit， Ariston and Seholte with price and –status

18、 ascending in that order. There arc full ranges of Indesit to Ariston appliances， from washing machines to freezers， covering the first two price hands， while Scholte sells expensive built-in kitchen equipment. Kodak off

19、ers not just one type of film， hut an assortment including regular Kodak film， higher-priced Kodak Royal Gold film for special occa</p><p>　　The price steps should take into account cost differences between

20、the prod-ucts in the line， customer evaluations of their different features and competitors' prices. If the price difference between two successive products is small， buyers will usually buy the more advanced product

21、. This will increase company profits if the cost difference is smaller than the price difference. If the price difference is large， however， customers will generally buy the less advanced products.</p><p>　　

22、(2) Optional-Product Pricing</p><p>　　Many companies use optional-pro duet pricing - offering to sell optional or acces-sory products along with their main product. For example，a ear buyer may choose to orde

23、r power windows， cruise control and a radio with a CD player. Pricing these options is a sticky problem. Car companies have to decide which items to include in the base price and which to offer as options. BMWs basic car

24、s come famously under equipped. Typically the 318i is about DM40，000， but the customer then has to pay extra fo</p><p>　　(3) Cap Live-Pro duct Pricing</p><p>　　Companies that make products that

25、must be used along with a main product are using captive-product pricing. Examples of captive products are razors， camera film and computer software. Producers of the main products (razors， cameras and computers) often p

26、rice them low and set high mark-ups on the supplies. Thus Polaroid prices its cameras low because it makes its money on the film it sells. And Gillette sells low-priced razors， but makes money on the replacement blades.

27、Camera makers that do not </p><p>　　(4) By-Product Pricing</p><p>　　In producing proeessed meats， petroleum products， chemicals and other products， there are often by-products. If the by-product

28、s have no value and if getting rid of them is costly， this will affect the pricing of the main product. Using by-product pricing， the manufacturer will seek a market for these by-products and should accept any price that

29、 covers more than the cost of storing and delivering； them. This practice allows the seller to reduce the main product's price to make It more competitive</p><p>　　Sometimes companies don't realize h

30、ow valuable their by-products are. For example， most Zoos don't realize that one of their by-products – their occupants' manure - can be an excellent source of additional revenue. But the Zoo-Doo Compost Company

31、has helped many zoos understand the costs and opportunities involved with these by-products. Zoo-Dolicenses its name to zoos and receives royalties on manure sales. 'Manyzoos don't even know how much manure they

32、are producing or the cost of disposing of</p><p>　　(5) Product-Bundle Pricing</p><p>　　Using， product-bundle pricing， sellers often combine several of their products and offer the bundle at a re

33、duced price. Thus theatres and sports teams sell seas on tickets at less than the cost of single tickets； hotels sell specially priced packages that include room， meals and entertainment； computer makers in elude attract

34、ives of ware packages with their personal computers. Price bundling can promote the sales of products that consumers might not otherwise buy， but the combined price must be </p><p>　　In other cases， product-

35、bundle pricing is used to sell more than the customer really wants. Obtaining a ticket to an exclusive sports event is difficult， but World Cup football finals tickets are available to people willing to buy them bundled

36、with a supersonic Concorde flight.</p><p>　　3. Price-Adjustment Strategies</p><p>　　Companies usually adjust their basic prices to account for various customer differences and changing situation

37、s. Seven price-adjustment strategics： discount and allowance pricing， segmented pricing， psychological pricing， promotional pricing， -value pricing， geographical pricing and international pricing.</p><p>　　(

38、1) Discount and Allowance Pricing</p><p>　　Most companies adjust their basic price to reward customers for certain responses， such as early payment of bills， volume purchases and off-season buying. These pri

39、ce adjustments - called discounts and allowances - can take many forms.</p><p>　　A cash discount is a price reduction to buyers who pay their bills promptly， Atypical example is '2/10， net 30'. which

40、 means that although payment is due within 30 days， the buyer can deduct 2 per cent if the hill is paid within 10 days. The discount must be granted to all buyers meeting these terms. Such discounts are customary in many

41、 industries and help to improve the sellers' cash situation and reduce bad debts and credit-collection costs.</p><p>　　A quantity discount is a price reduction to buyers who buy large volumes. Atypical e

42、xample might be 'K10 per unit for less than 100 units， $9 per unit for 100or more units'. Wine merchants often give 'twelve for the price of eleven' andMakro， the trade warehouse， automatically gives disc

43、ounts on any product bought in bulk. Discounts provide an incentive to the customer to buy more from one given seller， rather than from many different sources.</p><p>　　A quantity premium is sometimes charge

44、d to people buying higher volumes. In Japan it often costs more per item to buy a twelve-pack of beer or sushi than smaller quantities because the larger packs are more gift able and therefore less price sensitive. Quant

45、ity surcharges can also oecur when die product being bought is in short supply or in sets - for example， several seats together at a 'sold-out' rock concert or sports event - and some small restaurants charge a p

46、remium to large groups. Simila</p><p>　　A trade discount (also called a functional discount) is offered by the seller to trade channel members that perform certain functions， such as selling， storing and rec

47、ord keeping. Manufacturers may offer different functional discounts to different trade channels because of the varying services they perform， but manufacturers must offer the same functional discounts within each trade c

48、hannel.</p><p>　　A seasonal discount is a price discount to buyers who buy merchandise orservices out of season. For example， lawn and garden equipment manufacturers will offer seasonal discounts to retailer

49、s during the autumn and winter to encourage early ordering in anticipation of the heavy spring and summer selling seasons. Hotels,motels and airlines will offer seasonal discounts in their slower selling periods. Seasona

50、l discounts allow the seller to keep production steady during the entire year.</p><p>　　Allowances are another type of reduction from the list price. For example， trade-in allowances are price reductions giv

51、en for turning in an old item when buying a new one. Trade-in allowances are most common in the car industry， but are also given for othe rdurable goods. Promotional allowances are payments or price reductions to reward

52、dealers for participating in advertising and sales-support programmes.</p><p>　　(2) Segmented Pricing</p><p>　　Companies will often adjust their basic prices to allow for differences in customer

53、s， products and locations. In segmented pricing， the company sells aproduct or service at two or more prices， even though the difference in prices is not based on differences in costs. Segmented pricing takes several for

54、ms：</p><p>　　* Customer-segment pricing. Different customers pay different prices for thesame product or service. Museums， for example， will charge a lower admission for young people， the unwaged， students a

55、nd senior citizens. Inmany parts of the world， tourists pay more to see museums， shows andnational monuments than do locals.</p><p>　　* Product-form pricing. Different versions of the product are priced diff

56、erently， but not according to differences in their costs. For instance， the Dutch company Skil prices its 6434H electric drill at DF1200， which isDF1125 more than the price .of its 6400H. The 6434H is more powerful and h

57、as more features， yet this extra power and features cost only a few more guilders to build in.</p><p>　　* Location pricing. Different locations are priced differently， even though the cost of offering each l

58、ocation is the same. For instance， theatres vary theirs cat prices because of audience preferences for certain locations and EU universities charge higher tuition fees for non-EU students.</p><p>　　* Time pr

59、icing. Prices vary by the season， the month， the day and even the hour. Public utilities vary their prices to commercial users by time of day and weekend versus weekday. The telephone company offers lower 'off-peak&#

60、39; charges and resorts give seasonal discounts.</p><p>　　For segmented pricing to be an effective strategy， certain conditions must exist. The market must be segmen table and the segments must show differen

61、t degrees of demand. Members of the segment paying the lower price should not beably to turn around and resell the product to the segment paying the higher price.</p><p>　　Competitors should not be able to u

62、ndersell the firm in the segment being charged the higher price. Nor should the costs of segmenting and watching the market exceed the extra revenue obtained from the price difference. The practice should not lead to cus

63、tomer resentment and ill will. Finally， the segmented pricing must he legal.</p><p>　　(3) Promotional Pricing</p><p>　　With promotional pricing， companies will temporarily price their products b

64、elow list price and sometimes even below cost. Promotional pricing takes several forms. Supermarkets and department stores will price a few products as toss leaders to attract customers to the store in the hope that they

65、 will buy other items at normal mark-ups. Kellers will also use special-event pricing in certain seasons to draw in more customers. Thus linens are promotionally priced every January to attract weary Chris</p><

66、;p>　　Pricing strategies and tactics form an important element of a company's marketing mix. In setting prices， companies must carefully consider a great many internal and external factors before choosing a price t

67、hat will give them the greatest competitive advantage in selected target markets. However， companies are not usually free to charge whatever prices they wish. Several laws restrict pricing practices and a number of ethic

68、al considerations affect pricing decisions. Pricing strategies and tacti</p><p><b>　　中文譯文：</b></p><p><b>　　市場(chǎng)營(yíng)銷原理</b></p><p>　　第一節(jié) 新產(chǎn)品定價(jià)策略</p><p&g

69、t;　　定價(jià)策略在產(chǎn)品生命周期的不同階段常常要改變，尤其是產(chǎn)品的新生期極具挑戰(zhàn)性。讓我們來(lái)比較兩種產(chǎn)品的定價(jià)，一種是模仿現(xiàn)有產(chǎn)品的新產(chǎn)品，另一種是有專利保護(hù)的創(chuàng)新產(chǎn)品。公司如果模仿市場(chǎng)上已經(jīng)有的產(chǎn)品，就面臨產(chǎn)品定位問(wèn)題，它必須決定如何給產(chǎn)品定位，以便在價(jià)格和質(zhì)量上與對(duì)手競(jìng)爭(zhēng)。首先，公司可能采取高附加值定價(jià)策略，生產(chǎn)高質(zhì)量的產(chǎn)品，定很高的價(jià)格。在另一個(gè)極端，它可能使用經(jīng)濟(jì)定價(jià)策略，生產(chǎn)質(zhì)量低一些的產(chǎn)品，定價(jià)較低。只要市場(chǎng)上有兩個(gè)購(gòu)買者群體

70、，一個(gè)追求質(zhì)量，一個(gè)追求價(jià)格， 這些策略就可以同時(shí)在市場(chǎng)上存在。勞力士公司(Rolex)生產(chǎn)質(zhì)量非常高的手表，價(jià)格也非常高， 泰麥克斯公司(Timex)生產(chǎn)質(zhì)量低一些的產(chǎn)品， 價(jià)格也比較容易被接受。</p><p>　　推出有專利保護(hù)的創(chuàng)新產(chǎn)品的公司，面對(duì)第一次為產(chǎn)品定價(jià)的挑戰(zhàn)， 他們可以在兩種策略中做出選擇：撇脂式定價(jià)法或滲透式定價(jià)法。</p><p><b>　　一、撇脂式定

71、價(jià)法</b></p><p>　　許多公司發(fā)明了新產(chǎn)品，開(kāi)始時(shí)都使用撇脂式定價(jià)法，以便一步步地在市場(chǎng)上爭(zhēng)取收入。英特爾公司(Intel)就使用這種撇脂式定價(jià)策略(Market-Skimming Pricing)。當(dāng)英特爾公司推出一種新的計(jì)算機(jī)芯片時(shí)，它使用最高的價(jià)格， 幫助新的芯片壓倒市場(chǎng)上原有的芯片。它制定的價(jià)格瞄準(zhǔn)一些子市場(chǎng)，這些子市場(chǎng)上的計(jì)算機(jī)需要這種新的芯片。當(dāng)新產(chǎn)品銷售的速度降下來(lái)時(shí)， 或當(dāng)

72、競(jìng)爭(zhēng)者即將推出類似芯片時(shí)， 英特爾公司降低價(jià)格， 吸引市場(chǎng)上那些對(duì)價(jià)格十分敏感的消費(fèi)者。</p><p>　　撇脂式定價(jià)法只在一定條件下有意義。首先，產(chǎn)品的質(zhì)量和形象必須與產(chǎn)品價(jià)格一致，有相當(dāng)多的顧客接受這種價(jià)格下的產(chǎn)品。其次，生產(chǎn)較少量的產(chǎn)品的成本不能太高， 以致抵消定高價(jià)所帶來(lái)的好處。最后，競(jìng)爭(zhēng)者沒(méi)有可能很容易地進(jìn)入市場(chǎng)， 以同樣價(jià)格參加競(jìng)爭(zhēng)。</p><p><b>　　二

73、、滲透式定價(jià)法</b></p><p>　　一些公司使用滲透式定價(jià)法(Market-Penetrating Pricing)。不像撇脂式定價(jià)法那樣制定高價(jià)格，瞄準(zhǔn)能產(chǎn)生高額利潤(rùn)的小型子市場(chǎng)，使用滲透式定價(jià)法，人們制定很低的價(jià)格，迅速滲透進(jìn)入市場(chǎng)，迅速吸引消費(fèi)者，快速占有很大的市場(chǎng)份額。銷售量大可以減少成本，公司有可能進(jìn)一步降低價(jià)格。例如，德?tīng)柟?Dell)和蓋特衛(wèi)公司(Gateway)使用滲透式定價(jià)

74、方法，為高質(zhì)量計(jì)算機(jī)產(chǎn)品定價(jià)， 再通過(guò)低成本郵寄渠道分銷。當(dāng)IBM公司、康柏公司、蘋果公司和其他競(jìng)爭(zhēng)者通過(guò)零售商店銷售計(jì)算機(jī)， 不能達(dá)到很低的價(jià)格時(shí)， 它們兩家的銷售上去了。荷姆公司(Home Depot)、沃爾瑪公司(War-Mart)和其他折扣零售商店也使用滲透式定價(jià)法，定低價(jià)，以便增加銷售量。大的銷售量反過(guò)來(lái)又保證了價(jià)格的進(jìn)一步降低。</p><p>　　有幾種條件對(duì)制定低價(jià)格有利。首先，市場(chǎng)必須對(duì)價(jià)格十分

75、敏感， 能在低價(jià)格下迅速增長(zhǎng)。第二，生產(chǎn)和分銷成本必須隨銷售量的增加而下降。最后，低價(jià)格要能阻止競(jìng)爭(zhēng)， 否則的話，低價(jià)格可能只是暫時(shí)的。例如， 當(dāng)IBM公司和康柏公司建立了自己的分銷渠道后，德?tīng)柟竞蜕w特衛(wèi)公司的處境就很困難了。</p><p>　　第二節(jié) 產(chǎn)品組合定價(jià)策略</p><p>　　當(dāng)產(chǎn)品是產(chǎn)品組合的一部分時(shí)，產(chǎn)品的定價(jià)策略就需要改變。在這種情況下，企業(yè)尋求一組價(jià)格，能夠使整個(gè)

76、產(chǎn)品組合的利潤(rùn)最大。由于各個(gè)產(chǎn)品的需求成本以及面對(duì)的競(jìng)爭(zhēng)程度各不相同，所以定價(jià)的難度較大。</p><p><b>　　一、產(chǎn)品系列定價(jià)</b></p><p>　　公司通常會(huì)開(kāi)發(fā)一個(gè)產(chǎn)品系列，而不是一個(gè)單一產(chǎn)品。例如， 斯耐波公司(Snapper)制造許多不同的割草機(jī)，從價(jià)格為 259. 95 美元、299.95 美元、399.95 美元簡(jiǎn)單的手推式， 到1 000

77、 美元左右可以騎上去開(kāi)的那種都有。系列中每個(gè)成功的割草機(jī)都有特點(diǎn)。柯達(dá)公司生產(chǎn)不止一種膠卷，而是一個(gè)系列，包括普通柯達(dá)牌膠卷，特殊情況使用的 Kodak RoyalGold 牌膠卷，和低價(jià)格的稱作“快樂(lè)時(shí)光牌(Funtime)”的季節(jié)性膠卷為的是和經(jīng)銷商品牌膠卷競(jìng)爭(zhēng)?？逻_(dá)公司的這些品牌產(chǎn)品的規(guī)格和感光速度都不一樣。在產(chǎn)品系列定價(jià) (Product Line Pricing)的過(guò)程中，管理部門必須決定系列中不同產(chǎn)品的價(jià)格差別。</p

78、><p>　　價(jià)格差別要考慮系列產(chǎn)品中的成本差別、消費(fèi)者對(duì)不同產(chǎn)品特色的看法以及競(jìng)爭(zhēng)者的價(jià)格。如果兩個(gè)成功產(chǎn)品的價(jià)格差別小，購(gòu)買者通常會(huì)買性能先進(jìn)的產(chǎn)品。如果成本差別比價(jià)格差別要小，這種情況下會(huì)增加公司的利潤(rùn)。如果價(jià)格差別大， 消費(fèi)者一般會(huì)買不怎么先進(jìn)的產(chǎn)品。</p><p><b>　　二、備選產(chǎn)品的定價(jià)</b></p><p>　　許多公司銷售

79、與主體產(chǎn)品配套的備選產(chǎn)品或附加產(chǎn)品時(shí)，使用備選產(chǎn)品的定價(jià)方法 (Optional-Product Pricing)。例如，一位汽車購(gòu)買者可能選擇電動(dòng)窗、油門鎖定鍵、帶激光機(jī)的音響等。為這些備選產(chǎn)品定價(jià)是很棘手的問(wèn)題，汽車公司必須決定哪些產(chǎn)品包括在汽車基礎(chǔ)價(jià)格里，哪些作為備選產(chǎn)品。近些年來(lái)通用汽車公司一般的價(jià)格策略是對(duì)每輛 1.2萬(wàn)美元的基本車型做廣告，吸引大家到展覽中心，展室大部分空間都擺著安裝了各種備選產(chǎn)品的汽車，價(jià)格是 1.4 萬(wàn)美

80、元或 1.5 萬(wàn)美元。顧客通常不會(huì)購(gòu)買不太舒適和方便的經(jīng)濟(jì)型車。近年來(lái)，通用汽車公司學(xué)習(xí)日本公司的做法，在基本價(jià)格中包括了許多以前作為備選產(chǎn)品的裝置。現(xiàn)在，廣告上的價(jià)格通常代表一輛裝備完好的汽車。</p><p><b>　　三、附屬產(chǎn)品的定價(jià)</b></p><p>　　公司生產(chǎn)的產(chǎn)品，如果必須與一個(gè)主體產(chǎn)品同時(shí)使用才行，需要使用附屬產(chǎn)品定價(jià)法 (Captive-P

81、roduct Princing)。舉例來(lái)說(shuō)， 剃須刀的刀片、照相機(jī)的膠卷和計(jì)算機(jī)的軟件等都是附屬產(chǎn)品。主要產(chǎn)品的生產(chǎn)商有時(shí)將主體產(chǎn)品(剃須刀、照相機(jī)和計(jì)算機(jī))的價(jià)格定得很低， 但把附屬產(chǎn)品的價(jià)格定得很高。寶麗來(lái)公司(Polaroid)照相機(jī)的定價(jià)很低， 主要靠膠片賺錢。吉列公司(Gillette)剃須刀價(jià)格很低，主要靠替換用的刀片賺錢。不生產(chǎn)膠卷的照相機(jī)制造商要想盈利，必須將主體產(chǎn)品價(jià)格定得高一些。</p><p&g

82、t;<b>　　四、副產(chǎn)品的定價(jià)</b></p><p>　　生產(chǎn)肉類、石油產(chǎn)品、化工產(chǎn)品和其他產(chǎn)品時(shí)，常會(huì)有副產(chǎn)品。如果副產(chǎn)品沒(méi)有價(jià)值，或者丟掉這些副產(chǎn)品的成本很高，會(huì)影響主體產(chǎn)品的定價(jià)。使用副產(chǎn)品定價(jià)法(By-Product Pricing)時(shí)， 制造商需要找到這些副產(chǎn)品的市場(chǎng)， 價(jià)格只要能夠比儲(chǔ)存和運(yùn)輸副產(chǎn)品的成本高就可以了。這種做法能夠使銷售者降低主體產(chǎn)品的定價(jià)，使主體產(chǎn)品更具有競(jìng)爭(zhēng)

83、力。副產(chǎn)品可能很有盈利能力，例如許多木工廠開(kāi)始通過(guò)銷售樹皮和鋸末盈利，因?yàn)榧彝ズ蜕虡I(yè)點(diǎn)的裝飾，需要這些材料。</p><p><b>　　五、成組產(chǎn)品定價(jià)</b></p><p>　　使用成組產(chǎn)品定價(jià)方法(Product-Bundle Pricing)，銷售者一般將幾種產(chǎn)品歸在一起，并為這些成組產(chǎn)品制定一個(gè)較低的價(jià)格。劇院和球隊(duì)銷售季票，比一場(chǎng)一場(chǎng)單獨(dú)買要便宜得多；旅

84、館提供成套服務(wù)，包括房間、用餐、娛樂(lè)，但歸納在一個(gè)價(jià)格下；計(jì)算機(jī)制造商把機(jī)器連同軟件一起銷售。成組產(chǎn)品定價(jià)能促使消費(fèi)者買一些原來(lái)可能不會(huì)買的產(chǎn)品。不過(guò)，成組產(chǎn)品的價(jià)格必須足夠低，以便能夠吸引人們購(gòu)買。</p><p>　　第三節(jié) 價(jià)格調(diào)整策略</p><p>　　公司通常調(diào)整基礎(chǔ)價(jià)格，以便適應(yīng)不同消費(fèi)者和變化著的形勢(shì)。七種價(jià)格調(diào)整策略： 折扣和折讓定價(jià)策略、子市場(chǎng)定價(jià)策略、心理定價(jià)策略、促

85、銷定價(jià)策略、價(jià)值定價(jià)策略、地理定價(jià)策略和國(guó)際定價(jià)策略。</p><p><b>　　一、折扣和折讓定價(jià)</b></p><p>　　許多公司通過(guò)調(diào)整基礎(chǔ)價(jià)格，來(lái)吸引消費(fèi)這些價(jià)格調(diào)整被稱作折扣和折讓，它有多種形式。現(xiàn)金折扣(Cash Discount)是對(duì)立即付款的購(gòu)買者的減價(jià)，典型的例子是“2/10， 3天”， 意思是雖然付款期限是30天 但如果購(gòu)買者在 10 天之內(nèi)

86、付款，可以享受 2%的折扣。所有達(dá)到這些條件的購(gòu)買者， 必須都能享受這種折扣，許多行業(yè)都實(shí)行這種折扣， 它能幫助購(gòu)買者緩解資金緊張，同時(shí)也能減少呆賬和收賬費(fèi)用。</p><p>　　數(shù)量折扣(Quantity Discount)是當(dāng)購(gòu)買者購(gòu)買數(shù)量較大時(shí)，提供的一種價(jià)格折扣。典型的例子是買 100 件以下，單價(jià)為10美元，買100件或100件以上， 每件為 9 美元。法律規(guī)定，數(shù)量折扣必須對(duì)所有的客戶都是平等的，但

87、折扣金額不能超過(guò)銷售者因大批銷售所節(jié)約的成本，這些成本包括銷售、儲(chǔ)存、運(yùn)輸費(fèi)用等。折扣刺激客戶從一個(gè)銷售者處購(gòu)買更多的產(chǎn)品，而不必分散地通過(guò)許多渠道購(gòu)買。</p><p>　　功能折扣(Functional Discount)也叫貿(mào)易折扣，是銷售者對(duì)渠道成員的一種優(yōu)惠， 這些成員的作用是銷售、儲(chǔ)存或記賬等。制造商可能對(duì)不同的分銷渠道提供不同的功能折扣，因?yàn)楦鞣N渠道的工作不同。不過(guò)，同一銷售渠道中，制造商必須提供相

88、同的功能折扣。季節(jié)折扣(Seasonal Discount)是對(duì)過(guò)季購(gòu)買商品或服務(wù)的客戶提供的一種折扣。例如，草坪和園藝設(shè)備制造商在秋季和冬季給予零售商季節(jié)折扣，鼓勵(lì)它們?cè)诖杭竞拖募具@樣的旺季到來(lái)之前購(gòu)買。旅館、客棧和航空公司在淡季實(shí)施季節(jié)折扣。季節(jié)折扣可以使銷售者一年里的業(yè)務(wù)比較平穩(wěn)。</p><p>　　折讓(Allowance)是價(jià)格表上的另一種降價(jià)方式。例如，以舊換新折讓的方法是在購(gòu)買新商品時(shí)，交上一個(gè)舊

89、商品。以舊換新折讓在汽車銷售中最流行，其他耐用消費(fèi)品銷售中也使用。促銷折讓是指答謝參加廣告宣傳或促銷活動(dòng)的經(jīng)銷商時(shí)，所付的酬金或采取的減價(jià)措施。</p><p><b>　　二、子市場(chǎng)定價(jià)</b></p><p>　　公司調(diào)整基礎(chǔ)價(jià)格，以便適應(yīng)不同的消費(fèi)者、產(chǎn)品和銷售地點(diǎn)。通過(guò)子市場(chǎng)定價(jià)方法 (Segmented Pricing)，公司以兩種或多種價(jià)格銷售產(chǎn)品或服務(wù)，

90、價(jià)格差別的基礎(chǔ)也不是成本。細(xì)分定價(jià)策略有幾種形式：</p><p>　　—— 消費(fèi)者子市場(chǎng)定價(jià)：對(duì)于相同的產(chǎn)品，不同的消費(fèi)者付不同的價(jià)錢。博物館對(duì)學(xué)生和老人收取價(jià)格較低的門票。</p><p>　　—— 產(chǎn)品形式定價(jià)：不同版本的產(chǎn)品， 制定不同的價(jià)格，但不以成本為標(biāo)準(zhǔn)。例如，百工公司(Black & Decker )最貴的電熨斗是 54. 98 美元，比下邊一檔熨斗貴 12 美元。

91、最高級(jí)的型號(hào)有一個(gè)自潔功能，不過(guò)這個(gè)額外功能的制造成本， 只需幾美元而已。</p><p>　　—— 地點(diǎn)定價(jià)：不同地點(diǎn)，即使銷售的成本是一樣的，產(chǎn)品的價(jià)格不同。例如，劇院為不同座位制定了不同的價(jià)格，因?yàn)橛^眾對(duì)座位的偏好不同； 州立大學(xué)收取外州學(xué)生的學(xué)費(fèi)要高一些。</p><p>　　—— 時(shí)間定價(jià)：產(chǎn)品的價(jià)格根據(jù)季節(jié)、月份、日子甚至小時(shí)來(lái)改變。公共水、電、氣公司對(duì)不同時(shí)間的商業(yè)用戶收取不

92、同費(fèi)用，周末和工作日價(jià)格不一樣； 電話公司非高峰時(shí)間收取較低的費(fèi)用；旅游點(diǎn)根據(jù)季節(jié)制定價(jià)格。</p><p>　　子市場(chǎng)定價(jià)策略要想有效，一些條件是十分必要的。市場(chǎng)必須是可以細(xì)分的， 不同子市場(chǎng)必須表現(xiàn)出需求上的差別；子市場(chǎng)成員在接受較低的價(jià)格以后，不能有機(jī)會(huì)將產(chǎn)品拿到其他子市場(chǎng)，重新以高價(jià)銷售；競(jìng)爭(zhēng)者不可能在同一子市場(chǎng)內(nèi)，以更低的價(jià)格進(jìn)行銷售；市場(chǎng)細(xì)分和分析市場(chǎng)的費(fèi)用不能超過(guò)通過(guò)價(jià)格差別帶來(lái)的收益；差別定價(jià)的做

93、法不要引起消費(fèi)者的不滿；最后， 子市場(chǎng)定價(jià)必須符合法律。</p><p><b>　　四、促銷定價(jià)</b></p><p>　　使用促銷定價(jià)方法(Promotional Pricing)，公司可以暫時(shí)制定低于標(biāo)準(zhǔn)價(jià)格，有時(shí)甚至可以低于成本。促銷定價(jià)方法有幾種形式：超級(jí)市場(chǎng)和百貨商店對(duì)少數(shù)產(chǎn)品的定價(jià)采取先賠策略，吸引顧客來(lái)商店，同時(shí)希望他們按標(biāo)準(zhǔn)價(jià)格，購(gòu)買其他產(chǎn)品。銷售

94、者有時(shí)也使用特殊事件定價(jià)策略，在特殊時(shí)節(jié)吸引顧客來(lái)店里。因此，每年1月，布料價(jià)格都是促銷價(jià)格，目的是把圣誕節(jié)后已經(jīng)疲倦的顧客，吸引回店里。制造商有時(shí)對(duì)消費(fèi)者采用現(xiàn)金回扣策略，因?yàn)樗麄冊(cè)谔厥鈺r(shí)節(jié)購(gòu)買商品。制造商把回扣直接送到客戶手里。近來(lái)，汽車制造商、耐用消費(fèi)品和小型家用電器制造商，經(jīng)常使用現(xiàn)金回扣的方法。一些制造商提供低息分期付款、長(zhǎng)期產(chǎn)品保證或者免費(fèi)維修業(yè)務(wù)，降低消費(fèi)者腦中的“價(jià)格”。這種方法近來(lái)在汽車制造行業(yè)十分受歡迎。銷售者還可以