1、 - 1 - 中文 4350 字 本科毕业论文 外文文献及 译文 文献 、 资料题目： New-Product Pricing Strategies 文献 、 资料来源： 著作 文献 、 资料发表（出版）日期： 2000.4 - 2 - 外文文献 ： Principles of Marketing 1.New-Product Pricing Strategies Pricing strategies usually change as the product passes through its life cycle. The introductory stage is especially
2、challenging. We can distinguish between pricing a product that imitates existing products and pricing an innovative product that is patent protected. A company that plans to develop an imitative new product faces a product-positioning problem. It must decide where to position the product versus posi
3、tioning 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 highest price. At the other extreme， it might decide on an economy pricing strat
4、egy - producing a lower-quality product， but charging a low price. These strategies can coexist in the same market as long as the market consists of at least two groups of buyers， those who seek quality and those who seek price. Thus， Tag-Heuer offers very high-quality sports watches at high prices，
5、 whereas Casio offers digital watches at almost throwaway prices. Companies bringing out an innovative， patent-protected product face the challenge of setting prices for the first time. They can choose between two strat-egies： market-shimming pricing and market-penetration pricing. (1) Market-Skimmi
6、ng Pricing Many companies that invent new products initially set high prices to skimrevenues layer by layer from the market. Intel is a prime user of this strategy， called market-skimming pricing. When Intel first introduces a new computer chip， it charges the highest price it can， given， the benefi
7、ts 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 containing the chip. As initial sales slow down and as competitors threaten to introduce similar chips， Intel lowers the price to draw in the nest price-sensitive
8、 layer of customers. (2) Market-Penetration Pricing Rather than setting a high initial price to skim off small but profitable market segments， - 3 - 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 nu
9、mber of buyers quickly and win a large market share. 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-cost mail-order channels. Their sales soare
10、d when IBM， Compaq， Apple and other competitors selling through retail stores could not match their prices. The Bank of Scotland and Winterthur of Switzerland used their Direct Line， Privilege and Churchill subsidiaries to grab profits and share in the motor insurance market by selling direct to con
11、sumers at market-penetrating prices. The high volume results in lower costs that， in turn， allow the discounters to keep prices low. 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 an
12、d distribution costs must fall as sales volume 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 distribution channels. 2.Product-Mix Pri
13、cing Strategies The strategy for setting a products price often has to he changed when the product is part of a product mix. In this case， 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
14、 costs， and face different degrees of competition. (1) Product Line Pricing Companies usually develop product lines rather than single products. For example， Merlonis sells Indesit， Ariston and Seholte with price and status ascending in that order. There arc full ranges of Indesit to Ariston applian
15、ces， from washing machines to freezers， covering the first two price hands， while Scholte sells expensive built-in kitchen equipment. Kodak offers not just one type of film， hut an assortment including regular Kodak film， higher-priced Kodak Royal Gold film for special occasions， and a lower-priced， seasonal film called Runtime that competes with store brands. Each of these brands is available in a variety of sizes and film speeds. In product line pricing， management must decidion the price steps to set between the various products in a line.
