Chapter Seven Product Pricing Text A Product Pricing

Chapter Seven Product Pricing

Text A Product Pricing (Dhgate)

A. Word Study word quantity accordingly stipulate specification Pronunciation Explanation meanin g [ˈkwɒntəti] how much there is or how many there are of something that you can quantify 数量 [əˈkɔ: dɪŋli] (sentence connectors) because of the reason given 因此 [ˈstɪpjuleɪt] to specify as a condition or requirement in a contract or agreement 规定 a detailed description of design [ˌspesɪfɪˈkeɪʃn] criteria for a piece of work respectively [rɪˈspektɪvli] reference [ˈrefrəns] fluctuation [ˌflʌktʃʊ'eɪʃn] in the order given an indicator that orients you generally an instance of change 规格 分别地 参考 浮动

B. TERM STUDY 1. purchase quantity range 2. seller’s price 卖家销售价格 3. DHgate price 敦煌平台价格 4. stocking-up period 备货期 5. expiry date 到期日 购买数量区间 6. product pricing 商品定价 7. pricing strategy 定价策略 8. profit rate 9. quality-price ratio 10. exchange rate 利润率 质价比、性价比 汇率

C. Structure Study

on the contrary be characteristic of take…for example take…into account respectively sell out be apt to have a good knowledge of 1. If you are forced to take action, do not do anything until you take into account have a perfect plan which will ______everything that can happen. have a good knowledge of 2. I _________ English, and I can speak English. 3. After the party, they went back home respectively_. ____ 4. Tickets, offered in March, _____ in minutes. were sold out are apt to 5. It was spotlessly clean, as art museums ____ be, and each piece of artwork hangs proudly in its own proper space, giving them a sense of privacy. is characteristic of memory occurs also in 6. The lack of detail that _______ dream visions. for example Many of us make Take those of us present here ____. 7. ____ some progress each year, that is to say, we are remoulding ourselves each year. On the contrary it fills me with strength and 8. I will not get rid of it. _____, courage.

D. Notes to the Text

1. The product should be priced with different discounts for different quantity ranges, which means that the more a buyer purchases, the more discounts he gets. 定价时，在不同数量区间内设置不同程度的 价格优惠，也就是说，买家购买的数量越多， 得到的优惠就越大。

2. For instance, a product, if sold by piece, with free shipping and at a reasonable price, sells well, but sells badly, if sold by piece, with free shipping and at a higher profit rate. 如单件出售，免运费，比较合理的价格如单件 出售，免运费，比较合理的价格，销量还不错； 如单件出售，免运费，较高的价格，利润设置 过高，很难销售出去。

3. On the contrary, a product is sold by lot, with free shipping and at a reasonable profit rate, which is characteristic of wholesale, and will surely bring a good sales volume. 相反，打包出售，免运费，利润控制合理， 体现批发特性，销量不错。

4. DHgate. com is a 24 -hour online wholesale platform, on which the Chinese small-and-medium-sized sellers provide an efficient supply of products to worldwide buyers. 敦煌网是聚集中国中小供应商向全球买家提供产品，进 行有效采购服务的全天候国际网上批发交易平台。

5. So we can see that it is reasonable for the price to range from 8 to 9 U. S. dollars/piece by quality, and that the price of 20 U. S. dollars/piece will make the product hard to sell. 因此，根据产品质量，价格在 8— 9美元/件是合理的。 如果一件产品定到 20美元，那就很难卖出去。

6. Another thing that can’t be ignored is that products are priced in US dollars on the platform and that you, when pricing, have to pay attention to the fluctuations of exchange rate. 另外，不可以大意的是，记住平台上商品是以美元为定 价单位的，定价的时候要关注汇率变动。

E. Discussion

What is the purchase quantity range? • 1. The product should be priced with different discounts for different quantity ranges. For example: $50 per piece can be set for the quantity range of 1 to 10 pieces and $29 per piece for the quantity range of 21 to 50.

How do we set price? • First, add the price ranges, and then add specifications. • After that, fill in the specification names (if necessary), the purchase quantity range (the minimum and maximum number at the seller’s option), the seller’s price (the actual price filled and received by the seller), DHgate price (automatically calculated by dhgate and seen by the buyer) and the stocking-up period (number of days from order confirmation by the buyer to successful delivery by the seller, exclusive of international transportation time).

How can we know the price range of a certain product? • 3. Generally speaking, the pricing ranges of the best selling products on the top three pages are considered the best references.

F. Text Understanding 1. 2. 3. 4. 5. 6. 7. Fill in the DHgate price (automatically calculated by DHgate ( 6 ) and seen by the buyer) Fill in the specification names (if necessary) ( 3 ) Add specifications ( 2 ) Fill in the purchase quantity range (the minimum and maximum number at the seller’s option) ( 4 ) Fill in the stocking-up period (number of days from order confirmation by the buyer to successful delivery by the ( 7 ) seller, exclusive of international transportation time) Fill in the seller’s price (the actual price filled and received by the seller( 5 ) Add the price ranges ( 1 )

Text B Pricing Policy

A. Word Study word address formula Pronunciation [əˈdres] [ˈfɔ: mjələ] determination [dɪˌtɜ: mɪˈneɪʃn] makeup incur ['meɪkʌp] [ɪnˈkɜ: (r)] Explanation to speak/talk of (mathematics) a standard procedure for solving a class of mathematical problems deciding or controlling something's outcome or nature profit ratio to receive a specified treatment (abstract) meaning 论述 公式 确定 利润率 产生

A. Word Study word straightforward Pronunciation [ˌstreɪtˈfɔ: wəd] Explanation meaning pointed directly ahead 明了 to provide evidence for demonstrate 证明 [ˈdemənstreɪt] to maintain or assert contend criticize impede 主张 [kənˈtend] [ˈkrɪtɪsaɪz] [ɪmˈpi: d] to find fault with 批评 to block passage through 阻碍

A. Word Study reliability gauge [rɪˌlaɪə'bɪlətɪ] [ɡeɪdʒ] the quality of being dependable or reliable to judge tentatively or form an estimate of (quantities or time) 可靠性 判断 many and varied manifold assess perception 多样的 [ˈmænɪfəʊld] [əsesˈ] [pəˈsepʃn] to evaluate or estimate the nature, quality, ability, extent, or significance of knowledge gained by perceiving 评估 看法

B. Term Study 1. pricing policy 2. cost-based pricing 3. profit margin 4. accounting record 5. weak market 6. incremental cost 7. premium-price market 8. perceived value 9. value attribute 10. demand schedule 11. cost estimate 12. projected price 定价策略 成本定价法 利润空间 会计资料 市场低迷 增量成本 高溢价市场 感知价值 价值属性 需求计划表 成本估算 预设价格

C. Structure Study

be attributable to have an impact on afford to bear in mind derive…from compare with concentrate on stem from with 1. Compared _____ 2. 3. 4. 5. 6. 7. 8. that of last year, the total coal output rose by eighty percent in the first half of this year. had an impact on What was the first piece of fiction you read that ________ you. stemmed from Perhaps my independence ______ my unwillingness to rely on or open up to anyone else for fear that i would be emotionally hurt or let down. “I would encourage people to research their holiday destination online bear in mind before booking, but _____ that each traveler's opinion will be based on a limited experience, ” he added. affor to pay. Only then can you figure out what you can _____ Our initial research revealed that 75 percentdof Chinese didn’t even know “fish wing” soup, as it is called there, was _______sharks. derived from So now we have to ______the second game to go through to concentrate on the semi-finals. At present, a staggering 38% of the Chinese is attributable to economy______exports.

D. Notes to the text

1. This pricing approach does not involve examining the market or considering the competition and other factors that might have an impact on pricing. • 此定价方法不涉及市场调研，不考虑竞争及可能对 价格有影响的其他因素。

2. In addition, a company can defend its prices based on costs, and demonstrate that its prices cover costs plus a markup for profit. 另外，企业可以保证价格高于成本，并说明他的价格包 括了成本和利润加成。

3. Cost-based pricing generally leads to high prices in weak markets and low prices in strong markets, thereby impeding profitability because these prices are the exact opposites of what strategic prices would be if market conditions were taken into consideration. 成本定价法会导致市场低迷时价格偏高而在市场强劲时 价格偏低，从而影响盈利，如果考虑市场因素，这些价 格将会与定价策略的初衷正相反。

4. When considering costs, managers should ask what costs they can afford to pay, take into account the prices the market allows, and still allow for a profit on the sale. 考虑成本时，管理者应该询问客户能承受的价格，同 时要考虑市场允许的价格，还要留出一定的利润。

5. By bearing in mind the prices they can charge and the costs they can afford to pay, managers can determine whether their costs enable them to compete in the lowcost market, where customers are concerned primarily about price, or whether they must compete in the premium-price market, in which customers are primarily concerned about quality and features. 铭记自己可以收取的价格和客户能支付的费用，管理者 才能决定这些成本是否有助于他们参与低价市场竞争，那 里的客户主要关心价格，或者是否他们必须参与高溢价市 场竞争，那里的客户主要关心的是质量和特色。

6. Yet, value-based pricing is not just creating customer satisfaction or making sales because customer satisfaction may be achieved through discounting alone, a pricing strategy that could also lead to greater sales. 然而，价值基础定价法不单单是提高客户满意度或创造 销量，因为提高客户满意度只要通过打折促销活动就能 达成，（打折）也是一个能增加销量的价格策略。

7. This approach to pricing also depends heavily on strong advertising, especially for new products or services, in order to communicate the value of products or services to customers and to motivate customers to pay more if necessary for the value provided by these products or services. 该定价方法也在很大程度上依赖强有力的广告宣传，尤 其对新产品或服务而言，宣传是为了向客户传播产品或 服务的价值，也是为了刺激客户必要时愿意为产品或服 务拥有的价值支付更多。

8. Hence, the crucial obstacle managers face with this approach is accurately gauging demand, which requires extensive knowledge of the manifold market factors that may have an impact on the number of products sold. 因此，管理者使用该定价法面临的最大阻碍是精确判 断需求，这需要广泛了解多种多样影响产品销量的市 场因素。

E. Discussion

What is cost-based pricing? • Cost + fixed profit percentage = selling price.

What does demand-oriented pricing focus on? • 2. Demand-oriented pricing focuses on the level of demand for a product or service, not on the cost of materials, labor, and so forth.

What are the advantages of competition -based pricing? • This pricing policy allows companies to set prices quickly with relatively-little effort, since it does not require as accurate market data as the demand pricing. • Competitive pricing also makes distributors more receptive to a company's products because they are priced within the range the distributor already handles. • Furthermore, this pricing policy enables companies to select from a variety of different pricing strategies to achieve their strategic goals. In other words, companies can choose to mark their prices above, below, or on par with their competitors' prices and thereby influence customer perceptions of their products.

F. Text understanding 1. 2. 3. 4. 5. 6. The cost-based pricing approach does not involve examining the market or considering the competition and other factors that might have an impact on pricing. (T ) The reason why cost-oriented pricing is an age-old practice is that uses internal information that managers can obtain easily. ( Tin) mind the prices they can charge and the costs By bearing they can afford to pay, managers should only determine whether their costs enable them to compete in the low-cost market. ( F )pricing approach depends heavily on strong Value-based advertising, especially for new products or services. The success of this strategy depends on the reliability( of T )cost estimates. Competition-based ( F ) pricing doesn’t require any accurate market data as the demand pricing. ( T)

Translation Text A Product Pricing (DHgate)

1. Concepts and Tools • Purchase Quantity Range购买数量区间 • The product should be priced with different discounts for different quantity ranges, which means that the more a buyer purchases, the more discounts he gets. Accordingly, the wholesale quantity ranges should be set before pricing. For example: $50 per piece can be set for the quantity range of 1 to 10 pieces and $29 per piece for the quantity range of 21 to 50. • 定价时，在不同数量区间内设置不同程 度的价格优惠，也就是说，买家购买的 数量越多，得到的优惠就越大。相应地， 定价前要设定批发数量区间。比如：客 户购买 1件到 10件产品为每件 50美元， 21件到 50件产品批发价为每件 29美元。 • quantity 数量区间 range

Seller’s Price卖家销售价格 The seller’s price refers to the actual payment the seller receives for each piece after the deal is successfully concluded. 卖家交易成功后，实际收到的货款。 DHgate Price DHgate销售价格 The DHgate price, the price the buyer has to agree to, equals the seller’s price + platform commission. 卖家销售价格+平台佣金=买家购买时需支付的价格。 Commission佣金 Trading commission varies from 4. 5% - 12% according to different business lines and different sales volumes. 交易佣金是动态的，按照不同的行业和不同的销售额收取 4. 5%--12%的交易佣金。

Stocking-up Period备货期 Stocking-up period refers to the period of time during which the supplier, after the payment is made by the buyer, arranges production and gets the products ready for delivery. If delivery is not made after the expiry date of the stocking-up period stipulated in the written document, the order will be automatically closed for refund. 指买家付款后，供应商发货所需要的生产、备 货时间，超过填写的备货期内还没有发货的， 订单将自动关闭，操作退款。 • stock up 备货 • expiry date过 期 • stipulate 文件规 定 • arrange producti on安 排 生产

Specification按规格定价 Another tool of the product pricing, which is commonly used, is called “pricing by specification”. Take “U disk” for example, the price of the-same-style disk varies by its specifications of 8 g or 16 g. In this case, the seller should add the option of “pricing by specification”, and then fill in the prices of 8 g and 16 g disks respectively. As for clothing, all the descriptions of colors and styles should be given in English in the specification column. 在进行价格设置时，还有一个常用的设置就是“按规格定价”。 以U盘为例，同一种款式的有8 g、16 g的，价格是不同的， 这时候就需要添加“按规格定价”，先填写 8 g规格的价格，再 填写 16 g规格的价格。如果是衣服，在规格一栏中，必须用 英语添加不同颜色和款式的描述。

Quantity Range数量区间 On DHgate. com, it is possible to set different prices and delivery dates for different quantity ranges of the same product. It is also possible to set different prices and delivery dates for different specifications, if any, in different quantity ranges. 在敦煌网，可以针对同一产品的不同数量区间，分别设置各 个数量区间的不同价格和交货期；如果同一产品还有不同的 规格，也可以对不同的规格在不同的数量区间设置各自的价 格和交货期。

Detailed steps as below: 具体操作如下： First, add the price ranges, and then add specifications. After that, fill in the specification names (if necessary), the purchase quantity range (the minimum and maximum number at the seller’s option), the seller’s price (the actual price filled and received by the seller), DHgate price (automatically calculated by DHgate and seen by the buyer) and the stocking-up period (number of days from order confirmation by the buyer to successful delivery by the seller, exclusive of international transportation time). 先添加价格区间，再添加规格。再依次填写规格名称（如产 品不需要区分规格，此项可不用填写）、购买数量区间（在 此价格上产品可购买的最低数量和最高数量，由卖家自定义 ）、卖家价格（指的是产品实际的销售价格，由卖家填写。 此数目为卖家最后收到的货款数量）、敦煌网销售价格（指 的是买家所看到的价格，是系统根据供应商价格自动计算出 来的）和备货期（填写自买家确认订单至卖家成功发货的天 数，这里不含国际运输时间）

2. Pricing Strategies如何定价 • Different pricing strategies of the same product will produce different effects. For instance, a product, if sold by piece, with free shipping and at a reasonable price, sells well, but sells badly, if sold by piece, with free shipping and at a higher profit rate. • 相同的产品不同的定价会产生不同的影响。 如单件出售，免运费，比较合理的价格， 销量还不错；如单件出售，免运费，较高 的价格，利润设置过高，很难销售出去。 • pricing strategy定 价策略

On the contrary, a product is sold by lot, with free shipping and at a reasonable profit rate, which is characteristic of wholesale, and will surely bring a good sales volume. Therefore, pricing is the key factor that determines whether the product can be sold out. 相反，打包出售，免运费，利润控制合理，体现 批发特性，销量不错。因此，定价是决定产品最 终是否能售出的关键因素。 by lot成 批地； 打包出 售

To get to know the pricing strategies on DHgate. com, we are required to have a good knowledge of the characteristics of the platform and buyers. 为了了解敦煌网的定价策略，需要我们了解平 台和买家的特点： DHgate. com is a 24 -hour online wholesale platform, on which the Chinese small-andmedium-sized sellers provide an efficient supply of products to worldwide buyers. Obviously, DHgate focuses on small-scale wholesales, the characteristics of which should be taken into account for pricing. 敦煌网是聚集中国中小供应商向国外买家，进 行有效采购服务的全天候国际网上批发交易平 台。不难看出，敦煌网的定位是小额批发的平 台，因此在定价的时候，要考虑到批发的特性。 take sth into account 考虑在内

All buyers on the platform are wholesalers, mainly from developed countries like America and European countries, who will have to sell what they have purchased. Therefore, the seller, when pricing, should allow wholesalers a reasonable profit space. If he fails to do so, the product-selling will prove quite a difficult thing, thus lowering the possibility of repeat orders. It is commonly seen that foreign wholesalers are apt to make small purchases and repeat orders with familiar and long-term suppliers. 买家群体以欧美等发达国家为主，他们都是批发 商。因此，卖家在定价时，一定要考虑到，这些 批发商买回去产品后，要进行二次销售，如果提 供的价格让买家没有利润空间，产品很难销售出 去，再次下单的机率就会减少。国外的批发商有 个普遍的特点：他们购买小批量的产品、喜欢多 次重复购买、并且希望能有熟悉的供货商长期稳 定供货。 repeat orders重 复购买 be apt to do 倾向 于做某事 It is commonl y seen that…=It is common that….

The seller without first-hand product supply is advised to control the profit between 5%--30%; however, the seller who has a first-hand factory supply could have a bit higher profit. A simple and effective pricing method is to refer to the pricing ranges of the products under the same category. Generally speaking, the pricing ranges of the best selling products on the top three pages are considered the best references. 对于没有一手货源的卖家，建议将利润控制在 5%--30%，而 具有一手好货源可以从 厂直接拿货的卖家，利润可以适当 增加。有一个最简单有效的定价方法便是，参考相同类目下 的产品的定价范围，一般来讲，排序在前三页的产品最畅销， 价格最具参考性。

Take the dog clothing for example, you can find • under the current price of a product under the said category is $9. 23/piece, but you don’t know y在该目 whether it is reasonable or not. What you should 录下 do now is click the link of dog apparel category • qualityand check the pricing ranges of all the dog price clothing products, the top three pages of which ratio质 价比 are the best-selling ones. After that, you can figure out the quality-price ratio of such products. 以dog clothing为例，搜索出该产品类目，可以看 出目前的产品定价是 9. 23美元/件，但是不知道这 个价格能否卖出去，这时可以点击产品上方的 dog apparel类目链接，查看所有dog clothing的 产品价格范围，排在前三页的产品都是最畅销的， 一般只需查看前三页的产品，就可以知道什么质 量的产品是什么价位了。

Through searching, you may find a total of 2513 Apparel Dog products with prices from 5 to 20 U. S. dollars/piece. So we can see that it is reasonable for the price to range from 8 to 9 U. S. dollars/piece by quality, and that the price of 20 U. S. dollars/piece will make the product hard to sell. 通过搜索，共发现 2513个dog apparel产品，它们的产品定 价基本在 5— 20美元/件之间，因此，根据产品质量，价格 在 8— 9美元/件是合理的。如果一件产品定到 20美元左右， 那就很难卖出去。

Another thing that can’t be ignored is that products are priced in US dollars on the platform and that you, when pricing, have to pay attention to the fluctuations of exchange rate. 另外，不可以大意的是，记住平台是 以美元为单位的，定价的时候要关注 汇率变动。 • fluctuation变动, 波动 • exchange rate 汇率

Translation Text B Pricing Policy

Generally, pricing policy refers to how a company sets the prices of its products and services based on cost, value, demand, and competition. The following sections explain various ways companies develop pricing policies. First, cost-based pricing is considered. This is followed by the second topic of value-based pricing. Third, demand -based pricing is addressed followed by competition-based pricing. 总体来说，定价策略指的是公司如何根据成 本、价值、需求和竞争等因素确定产品和服 务的价格。以下介绍企业制定价格策略的多 种方法。第一，成本定价法。第二，价值定 价法。第三，需求定价法。第四，竞争定价 法。 various ways (in which) companies develop…. address谈论， 说到

1. Cost-based Pricing成本定价法 • The traditional pricing policy can be summarized by the formula: • Cost + fixed profit percentage = selling price. • 该传统定价政策可用以下公式概括：成本+ 固定利润占比=报价 • Cost-based pricing involves the determination of all fixed and variable costs associated with a product or service. • 成本定价法首先要确定产品或服务所有固定 的和可变的成本。 • formula 公式

After the total costs attributable to the product or service have been determined, managers add a desired profit margin to each unit such as a 5 or 10 percent markup. The goal of the cost-oriented approach is to cover all costs incurred in producing or delivering products or services and to achieve a targeted level of profit. 等产品或服务相关的所有成本确定好之后， 主管在该成本基础上每单位加上一个预期利 润，例如加 5%或 10%的加成。以成本为中心 的定价法目的是在涵盖产品生产、运输、服 务过程中产生的所有费用基础上达到一个目 标盈利水平。 be attributable to由…引起 的 markup（在 成本基础上） 加价，利润

• This method, by itself, is simple and have an impact straightforward, requiring only that on对…有影 managers study financial and 响 accounting records to determine prices. This pricing approach does not involve examining the market or considering the competition and other factors that might have an impact on pricing. • 该定价法本身简单明了，主管只需要 研究一下财务、会计资料就可定价。 此定价方法不涉及市场调研，也不需 要考虑竞争及其他对价格有影响的因 素。

Cost-oriented pricing also is popular because it is an age-old practice that uses internal information that managers can obtain easily. In addition, a company can defend its prices based on costs, and demonstrate that its prices cover costs plus a markup for profit. 成本中心定价法很常用，也是因为那是一 种古老的做法，它利用的是管理者可以很 容易获得的内部信息。另外，企业可以保 证价格高于成本，并说明他的价格包括了 成本和利润加成。 age-old practice 古老的做法 demonstrate说 明；证实

However, critics contend that the cost-oriented strategy fails to provide a company with an effective pricing policy. One problem with the cost-plus strategy is that determining a unit's cost before pricing is difficult in many industries because unit costs may vary depending on volume. As a result, many business analysts have criticized this method, arguing that it is no longer appropriate for modern market conditions. 但是，反对者主张成本定价策略不能成为企业的 有效定价策略。“成本+”策略的问题在于，在定 价前确定单位成本在多数行业难以做到，因为单 位成本是随产量变化的。因此，许多商业分析师 批评这一方法，认为该定价策略不再适应现代市 场环境。 critic批评 者 contend主 张，声 称 fail to do未 能做到

Cost-based pricing generally leads to high prices in weak markets and low prices in strong markets, thereby impeding profitability because these prices are the exact opposites of what strategic prices would be if market conditions were taken into consideration. 成本定价法会导致市场低迷时价格偏高而在 市场强劲时价格偏低，从而影响盈利，如果 考虑市场因素，这些价格将会与定价策略的 初衷正相反。 thereby=by that impede阻碍

While managers must consider costs when developing a pricing policy and strategy, costs alone should not determine prices. Many managers of industrial goods and service companies sell their products and services at incremental cost, and make their substantial profits from their best customers and from shortnotice deliveries. 尽管在制定定价政策时，管理者必须 考虑成本，但仅成本不能决定价格。 许多 业品公司和服务公司的管理者 以增量成本销售产品和服务，从优质 客户和短期交货中获取较大利润。 incremental cost 增量成本（与价 格及销售量的变 动紧密相关的成 本，即增量后的 总成本减去增量 前的总成本） substantial大 量 的 short-notice delivery短期内交 货

When considering costs, managers should ask what costs they can afford to pay, take into account the prices the market allows, and still allow for a profit on the sale. In addition, managers must consider production costs in order to determine what goods and in what amounts to produce. can afford to pay担负 得起 the prices (that) the market allows 考虑成本时，管理者应该询问客户能承受的价 格，同时要考虑市场允许的价格，还要留出一 定的利润。另外，管理者还必须考虑生产成本 以决定生产什么产品，生产多少。 allow for允 许有；留 出

Nevertheless, pricing generally involves determining what prices customers can afford before determining what amount of products to produce. By bearing in mind the prices they can charge and the costs they can afford to pay, managers can determine whether their costs enable them to compete in the low-cost market, where customers are concerned primarily about price, or whether they must compete in the premium-price market, in which customers are primarily concerned about quality and features. 但是，定价时一般要先确定客户所能承受的 价格，再决定产量。铭记自己可以收取的价 格和客户能支付的费用，管理者才能决定这 些成本是否有助于他们参与低价市场竞争， 这样的市场上客户主要关心价格，或者是否 他们必须参与高溢价市场竞争，那里的客户 主要关心的是质量和特色。 bear in mind 记住 the prices (that) they can … the costs (that) they can… whether…; or whether. . 是 determine的 两个宾语从句 in which=in the premiumprice market be concerned about关心 premiumprice market 高溢价市场； 高端市场

2. Value-based Pricing价值基础定价法 • Value pricers adhere to the thinking that the optimal selling price is a reflection of the perceived value by customers, not just the company's costs to produce or provide a product or service. The value of a product or service is derived from customer needs, preferences, expectations, and financial resources as well as from competitors' offerings. • 价值定价者坚持认为，最理想的售价应当 反映客户对产品或服务的价值感知，而不 应当仅反映企业生产产品或提供服务的成 本。产品或服务的价值来源自客户需要、 偏好、期望和财力以及来自竞争对手的信 息。 • adhere to sth坚 持某事 • optimal 最佳的；最理想 的 • reflection反映 • perceive感知； 理解；认可 • be derived from 来自于 • financial resource财力 • offerings=what offered

Consequently, this approach calls for managers to query customers and research the market to determine how much they value a product or service. In addition, managers must compare their products or services with those of their competitors to identify their value advantages and disadvantages. 所以，这种方法需要管理者向客户进行调 查，对市场进行调研，再来估定产品或服 务价值。除此之外，管理者必须比较竞争 者的产品或服务，了解其优势与劣势。 call for sb to do sth需要某 人做某事 query质疑， 询问，查证

Yet, value-based pricing is not just creating customer satisfaction or making sales because customer satisfaction may be achieved through discounting alone, a pricing strategy that could also lead to greater sales. However, discounting may not necessarily lead to profitability. Value pricing involves setting prices to increase profitability by tapping into more value attributes of a product or service. 然而，价值基础定价法不单单是提高客户 满意度或创造销量，因为提高客户满意度 只要通过打折促销活动就能达成，（打折） 也是一个能增加销量的价格策略。但是， 降价未必盈利。价值定价法要求价格设定 要能够发掘产品或服务的更多价值属性来 提升盈利能力。 a pricing strategy与 discounting 同位 tap into 开 发；利用 value attribute价 值属性

This approach to pricing also depends heavily on strong advertising, especially for new products or services, in order to communicate the value of products or services to customers and to motivate customers to pay more if necessary for the value provided by these products or services. 该定价方法也在很大程度上依赖强有力 的广告宣传，尤其对新产品或服务而言， 宣传是为了向客户传播产品或服务的价 值，也是为了刺激客户必要时愿意为产 品或服务拥有的价值支付更多。 motivate激发动 机 motivate sb to do sth communicate sth to sb

3. Demand-based Pricing需求定价法 • Managers adopting demand-based pricing policies are, like value pricers, not fully concerned with costs. Instead, they concentrate on the behavior and characteristics of customers and the quality and characteristics of their products or services. Demand-oriented pricing focuses on the level of demand for a product or service, not on the cost of material, labor, and so forth. • 管理者采用需求定价法，就如同价值定价者， 不止关注成本。相反，他们专注的是客户的行 为和特征以及产品或服务的质量和特性。需求 导向定价法关注的是对产品或服务的需求水平， 而不是产品原材料、劳动力等成本上。 • be concerned with考虑 • level of demand需 求水平

According to this pricing policy, managers try to determine the amount of products or services they can sell at different prices. Managers need demand schedules in order to determine prices based on demand. Using demand schedules, managers can figure out which production and sales levels would be the most profitable. 根据该价格政策，管理者试图决定不同 的价格他们所能售出产品或服务的数量。 根据需求确定价格，他们需要需求表。 依据需求表，管理者能计算出什么样的 生产和销售水平最能盈利。 demand schedule需求表

To determine the most profitable production and sales levels, managers examine production and marketing costs estimates at different sales levels. The prices are determined by considering the cost estimates at different sales levels and expected revenues from sales volumes associated with projected prices. 为了确定最盈利的生产和销售水平，管 理者检测不同销售水平下的生产和营销 成本估算。价格的确定需要考虑不同销 售水平下的成本估算，以及在预定价格 下的销售量中所能获得的预期收入。 cost estimates 成本估算 expected revenues预期 营收情况

The success of this strategy depends on the reliability of demand estimates. Hence, the crucial obstacle managers face with this approach is accurately gauging demand, which requires extensive knowledge of the manifold market factors that may have an impact on the number of products sold. Two common options managers have for obtaining accurate estimates are enlisting the help from either sales representatives or market experts. 该定价政策的成功与否取决于需求估算的可 靠性。因此，管理者使用该定价法面临的最 大阻碍是精确判断需求，这需要广泛了解影 响产品销量的多种多样市场因素。管理者获 得精确估算的两种常见方法是赢得销售代表 或市场专家的帮助。 crucial obstacle最大 的障碍 gauge评估 manifold多种 多样的 have options for doing sth 做某事的选择( 办法）

Managers frequently ask sales representatives to estimate increases or decreases in demand stemming from specific increases or decreases in the price of a product or service, since sales representatives generally are attuned to market trends and customer demands. Alternatively, managers can seek the assistance of experts such as market researchers or consultants to provide estimates of sales levels at various unit prices. 管理者要经常地请销售代表估算具体的产品 或服务价格的增加与下降所引起的需求增加 与下降，因为销售代表通常适应市场趋势和 客户需求。或者, 管理者可以寻找专家的帮助， 例如市场调研员或顾问，请他们提供不同单 价水平下的销售水平估算。 stem from 源于 be attuned to sth适应

4. Competition-based Pricing竞争定价政策 • With a competition-based pricing policy, a company sets its prices by determining what other companies competing in the market charge are. A company begins developing competition-based prices by identifying its present competitors. Next, a company assesses its own product or service. • 使用竞争定价政策，企业要确定谁是在这个市场价格 上的竞争对手来设置价格。公司开始使用竞争定价政 策，要识别自己现在的竞争对手，接着评估自己的产 品或服务。

After this step, a company sets it prices higher than, lower than, or on par with the competitors based on the advantages and disadvantages of a company's product or service as well as on the expected response by competitors to the set price. This last consideration-the response of competitors-is an important part of competition-based pricing, especially in markets with only a few competitors. In such a market, if one competitor lowers its price, the others will most likely lower theirs as well. 接下来，公司基于产品或服务的优点和缺点以 及定价后竞争对手预期反应，设定高于、低于 或持平的价格。最后要考虑的是竞争对手的反 应，这是竞争定价政策的重要组成部分，尤其 对竞争者较少的市场而言。在这样的市场中， 一个竞争对手降低了价格，其他很有可能也降 低他们的价格。 be on par with 与…持 平

This pricing policy allows companies to set prices quickly with relatively little effort, since it does not require as accurate market data as the demand pricing. Competitive pricing also makes distributors more receptive to a company's products because they are priced within the range the distributor already handles. 此价格策略使得公司相对不费 夫就能快速定好价格，因 为它不像需求定价法那样需要精确的市场数据。竞争性定 价法也让分销商更加接受公司的产品，因为他们拿到的价 格是分销商能经营的范围内。

Furthermore, this pricing policy enables companies to select from a variety of different pricing strategies to achieve their strategic goals. In other words, companies can choose to mark their prices above, below, or on par with their competitors' prices and thereby influence customer perceptions of their products. 此外，该价格策略能使公司选择许多不同定价策略来实现 他们的策略目标。换句话说，公司可选择标出或高于、或 低于或与竞争对手持平的价格，从而来影响客户对其产品 的看法。

Writing

澳洲邮局放假延误 Dear friend! Thank you so much for your shopping with us! Your tracking number is rr 947013355 cn. We received your new payment on dec-03 and we sent the parcel on dec-04. Normally it will take 7 to 20 working days to arrive australia (plus sat and sun days, it will totally 9 to 28 days). International shipping requires more complicated shipping procedures (such as the customs of both countries, transit stations etc. ), Which makes the post time between two countries is always longer than domestic post. Thank you so much for your understanding about this matter!

On the other hand, due to the xmas days and new year, there were totally 5 to 6 days out of your parcel's post time when the staff of australian post offices and the customs were on vacation, making the international parcels take longer time to reach you. You can view the related notice of australia post: Http: //auspost. Com. Au/about-us/christmas-and-newyear-holiday-services. Html We apologize for this holiday delays! And thank you so much for your understanding and patience.

However, we know that you may need the items very urgently. Since your parcel's post time has been 25 days, thus, if you don't want to wait any longer, we would refund you all your money. Or, would you mind giving a little more time to the post system? Waiting for your reply! Thank you again for your understanding and patience on this international post matter!

Assignments: 1. Do ex. G or ex. H on p 113. (To be presented by ppt or video) 2. Do the before-class exercises of chapter 8