UNIT 6 Price Strategy 定价策略
定价策略 Price Strategy UNIT 6
Contents 1 Section I Special Terms … 2 Section Il Text Study …0 Section Ill Situational Dialogues Section IV Tasks
Contents Section I Special Terms 1 Section II Text Study 2 Section III Situational Dialogues 3 Section IV Tasks 4
Section I Special Terms 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
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
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
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 Study Pre-reading questions 1.What is price? 2.Is it easy to price a car? 3.Can you list any pricing ways? 0
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?
Section II Text Study TextA Pricing Strategy 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:
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 Study Pricing Strategy Text A
Section II Text Study 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
Section II Text Study 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
Section II Text Study 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
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. Section II Text Study
Section TI Text Study New Words and Expressions determine compatible non-price t.决定，确定 adj.协调的，一致的 ad.非价格的 uniqueness luxury artificially n喉0 n.奢侈品 adw.人为地 no-frill(s) substantial 1善本的，无修饰的 adj.多的，大量的
Section II Text Study 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)
Section II Text Study sustainable implement premium pricing ad.可长期保持的 t.贯彻，实现 取脂定价 penetration pricing economy pricing 渗透定价 0 经济定价
Section II Text Study 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