新職業(yè)英語市場營銷英語Unit3-pricing(文檔可編輯修改)課件可編輯

Unit3

Pricing市場營銷英語EnglishforSalesandMarketing-2-2024/7/1ContentsWarming-upReadingAListeningReadingBWritingProjectVocabularyandStructureSpeaking-3-2024/7/1Warming-upActivityWarming-upActivity

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2Warming-upActivityTask1-4-2024/7/1Warming-up:Task1A.LimitedTimePricingB.PromotionalPricingC.PsychologicalPricing-5-2024/7/1Warming-up:Task2DEABC-6-2024/7/1ReadingActivityAReadingA:

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4ReadingA:

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3ReadingA:

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2ReadingA:Task1Forbackgroundinformation,clickHERE.

ReadingAReadingAPricinginEmergingMarketsThefinalpriceofaproductmaybeinfluencedbymanyfactorssuchascostsofrawmaterials,machinery,wages,administration,premises,advertising,promotions,bonuses,distributionandprofitmargins,taxesandmeetingregulatoryrequirements.Thesefactorscanbecategorizedintotwomaingroups:internalfactorsandexternalfactors.-7-2024/7/1聲音翻譯ReadingAInternalFactorsSomefactorscanbecontrolledbythecompanyand,ifnecessary,canbeadjusted.However,makingaquickchangeisnotalwayspossible.Forinstance,pricemaydependheavilyontheproductivityofthemanufacturingfacility(e.g.howmuchcanbeproducedwithinacertainperiodoftime).Themarketerknowsthatincreasingproductivitywillreducethecostofeachunitandthusallowthepricetothecustomerstobedecreased.Butincreasingproductivitymayrequiremajorchangesinthemanufacturingfacilitysuchasbuildingnewpremisesorbuyingnewmachinerywhichwilltaketimeandwillnottranslateintolowerpricesforaconsiderableperiodoftime.-8-2024/7/1翻譯聲音ReadingAExternalFactorsPricingveryoftenhastotakeintoaccountexternalfactors,especiallyinthecaseofconsumergoods.Indiansareamongtheworld’smostpricesensitivecustomers.Yet,manyMNCs(multinationalcompanies)operatinginIndiaignorethemassmarketandlaunchproductsfortheupperendofthemarketonly.Consequently,theirabilitytobuildvolumeisthreatened.Forexample,whenLevi’senteredIndiainJune1995,itwasexpectedtodowell,asithadtheadvantageofowningoneoftheleadingbrandsintheworld.Bymid1998,Levi’srealizedthatitwasgoingnowhere.TeenagersperceivedLevi’sproducts,pricedatover2,000rupees,tobetooexpensive,forcingthecompanytotonedownitspremiumimage.NikealsostartedmarketingitsbrandsinIndiain1995.UntilApril1999,however,allNike’sproductswerepricedat2,500rupeesandabove.Needlesstosay,volumesdidnotpickup.InJuly1999,Nikeintroducedsneakerspricedat999rupeestomeettheneedsofentrylevelsportsenthusiasts.-9-2024/7/1翻譯聲音-10-2024/7/1ReadingA:Task1Beforereadingthepassage,listasmanyfactorsasyoucanthatmayinfluencethefinalpriceofaproduct.Cost,advertising,tax,wage,bonus,distribution,etc.-11-2024/7/1ReadingA:Task2InternalFactorsExternalFactorscostsofrawmaterial,machinery,wages,administration,premises,advertising,promotions,bonuses,distribution,profitmarginstaxes,costsofmeetingregulatoryrequirements-12-2024/7/1ReadingA:Task31.F 2.T 3.F 4.F 5.T-13-2024/7/1ReadingA:Task4(Openanswer)-14-2024/7/1ListeningActivitiesListeningTask4ListeningTask3ListeningTask2ListeningTask5ListeningTask1-15-2024/7/1Listeningtask1Anewfacecream.Tocapturealargemarketshare.Penetrationpricing.Productionanddevelopmentcosts.Thelargesalesvolume.-16-2024/7/1Listeningtask21.pricingstrategy2.buildmarket

share3.samples4.low-income5.psychological-17-2024/7/1Listeningtask3√√√√√-18-2024/7/1Listeningtask4FFTTF-19-2024/7/1Listeningtask5competitionfailureperceivedvaluequality productdevelopmentcost-20-2024/7/1SpeakingActivitiesSpeakingTask

4SpeakingTask

3SpeakingTask

2SpeakingTask1-21-2024/7/1Speakingtask1Sample

A:What’syouropinionaboutthepricingstrategyforournewfurniture?

B:Well,Ithinkit’snotappropriate.Ifeelthatapenetrationpricingstrategywillbuildmarketsharequickly.

A:Iagreewithyou.-22-2024/7/1Speakingtask2Sample

A:Ifeelthatwemayusepsychologicalpricingstrategyforournewproduct.

B:No,Ican’tagreewithyou.

A:Then,whataboutpromotionalpricingstrategy?

B:That’sagoodidea.-23-2024/7/1Speakingtask3Sample

A:Hi,David.

B:Hi,Mary.Nicetoseeyouhere.

A:Yeah.Howareyou?

B:I’mbusywithpricingournewproduct.

A:Whatpricingstrategyhaveyouadopted?

B:Penetrationpricing.

A:Why?

B:Becausewewanttocapturemarketshare.-24-2024/7/1Speakingtask4Sample

Goodmorning,ladiesandgentlemen!I’mgladtohavetheopportunitytosharemythoughtswithyou.Whenitcomestothepricingofproducts,therearecertainfactorsyoumusttakeintoconsideration.Thefirstfactoristhedemographicsofthetargetedcustomers.Letmeshareanillustrationwithyou.Supposeyourproductisaportablebagspecificallydesignedforstudents.If90%ofthepopulationsintheregionyouaretargetingarestudents,yourproductpricewillbeaffectedpositively.Thesecondfactorisproductdevelopmentcost.Thisisdefinitelyafactoryoucannotturnablindeyeto.Inconclusion,thetwofactorsareveryimportantintheprocessofpricing.-25-2024/7/1ReadingActivityBReadingB:

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3ReadingB:

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ReadingBReadingBMcDonald’sPricingStrategiesProductLinePricingMcDonald’shasauniquepricingstrategy.TheirValueMealsfallintothecategoryofproductlinepricing.“Wherethereisarangeofproductsorservicesthepricingreflectsthebenefitsofpartsoftherange.”Forexample,acustomercanorderaTwoCheeseburgerValueMealthatcomeswithamediumdrinkandfriesforaround$3(pricesmayvary).ThecustomercanchoosetoSuperSizethismealtogetalargerdrinkandmorefriesforalittlemoremoneyortheycouldbuyanotherValueMealthatmightincludedifferentitemsatadifferentprice.-26-2024/7/1翻譯ReadingBPromotionalPricingAlmostallMcDonald’shavesignsandbannersindicatingspecialpromotions.Forexample,currentlytheMcDonald’sinMaineisadvertising“TwoSausageMcMuffin’sfor$3”.ThispromotioncanbeseenonalargebannerdrapedacrossthebuildingonmanyrestaurantsinMaine.Promotionschangeweeklyandmayconsistofdifferentmenuitemspackagedtogether.

PenetrationPricingWhenMcDonald’sfirstbegantobreakintothecoffeemarket,theyranalargemarketingcampaigninordertogainsomemarketshareintheindustry.Foralimitedtime,customerscouldgetafreecoffeeeverymorningfrom8:00-8:30a.m.ThiswastopromotetheirnewcoffeepartnershipwithGreenMountainCoffeeandhelpedspreadthewordthatMcDonald’swasnowofferingcoffee.-27-2024/7/1翻譯ReadingBValuePricing“Thisapproachisusedwhereexternalfactorssuchasarecessionorincreasedcompetitionforcecompaniestoprovide‘value’productsandservicesinordertoretainsales.”ThemostnotableandrecentexampleofthisisMcDonald’s“DollarMenu”.TheDollarMenuwascreatedbecauseMcDonald’srecognizedthattheeconomywasindeclineandthattheircompetitionwasgettingfiercer.TheintroductionoftheDollarMenu,fromwhichcustomerscanbuyanumberofsingleproductsforonlyonedollar,isbyfarthemosteconomicalproductlinethatMcDonald’shaseveroffered.TheDollarMenurecognizesthecurrenteconomicclimateandhasincreasedthepressureoncompetitors.-28-2024/7/1翻譯-29-2024/7/1ReadingB:Task1PricingStrategyofMcDonald’sExampleProductLinePricingValueMealsPromotionalPricingSausageMcMuffin’sPenetrationPricingfreecoffeeValuePricingDollarMenu-30-2024/7/1ReadingB:Task2-31-2024/7/1ReadingB:Task3Task3TranslatethefollowingpassageintoChinese.Abusinessdevelopsthepricingstrategyforaproductafterperformingamarketinganalysis.Productdistribution,positioningandpromotionaldecisionsaremadeanddemandisestimated.Apricingstrategyisformulatedtakingintoconsiderationfactorsofcost,competitorsandprofitobjectives.Possiblepricingstrategiesincludeafull-pricestrategy,competitivepricing,discountpricingoramixofthese.對市場進(jìn)行分析之后，企業(yè)會對產(chǎn)品進(jìn)行定價(jià)，同時(shí)決定如何對產(chǎn)品進(jìn)行分銷、定位和促銷，并估算需求量。制定定價(jià)策略時(shí)會考慮成本、競爭對手和利潤目標(biāo)等因素?？赡懿捎玫亩▋r(jià)策略包括全價(jià)定價(jià)法、競爭定價(jià)法、折扣定價(jià)法，或者是上述方法綜合采用。-32-2024/7/1WritingDearMr.Black,ItismypleasuretoinformyouofapricedecreaseofModelKbikes.Tocelebrate10-yearanniversary,ourcompanywilllaunchapromotionalcampaign.Therewillbea15%pricereductiononModelKbikes.TheeffectivedatewillbefromJuly1,2012toSeptember1,2012.Ofcourse,youcanexpectthesamequalityandservicefromus.Welookforwardtocontinuedcooperationwithyouinthefuture.

Sincerelyyours,CarolineJohnson-33-2024/7/1ProjectProjectGuidelinesThisprojectaimstogothroughtheprocessofpricingaproduct.Thewholetaskisdividedintothreesteps.StepOneisaboutthefactorsaffectingthefinalpriceofaproduct.StepTwofocusesonpricingstrategiescommonlyused.StepThreeconcernstheselectionofappropriatepricingstrategiesinspecificmarketsituations.PleasefollowtheTaskDescriptiontocompletetheproject.-34-2024/7/1ProjectTaskDescriptionStepOne?Dividetheclassintoseveralsmallgroupof4-6students;?Decideonaproductyou’dliketodoresearchon;?Discussthefactorsthatwillaffectthefinalpriceoftheproduct;?Categorizethesefactorsintointernalandexternalfactors.

StepTwo?Comeupwithpricingstrategiescommonlyused;?Discusswhatthesepricingstrategiesareabout.StepThree?Discussanddecideonwhichofthepricingstrategiesmentionedabovewillbeusedfortheproduct;?Summarizethediscussionandreporttothewholeclass.-35-2024/7/1VocabularyandStructureVocabulary:

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4Vocabulary:

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3Vocabulary:

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2Vocabulary:Task1-36-2024/7/1Vocabulary&Structure:Task1bonus

sneakerdrape

banner

productivityenthusiast

categorizepremium

retaincampaign-37-2024/7/1Vocabulary&Structure:Task2enthusiasticregulationsensitivemarketersconsequentlyproductivityconsiderablenotableeconomicalleading-38-2024/7/1Vocabulary&Structure:Task3threateningcategorizedperceive

dependon

adjustedpackagedfallintorecessionvolume takeintoaccount-39-2024/7/1Vocabulary&Structure:Task4donottakeintoaccountchangesintheinflationrate

cleaningthesensitiveskinIfyouwanttoincreaseprofitsbyalargemarginretainmanyaspectsoftheirancientculture

whyaretheystillkeenonemergingmarketsThankYou!市場營銷英語EnglishforSalesandMarketing-41-2024/7/1ReadingABackdropEmergingmarketAnemergingmarketgenerallyreferstoadevelopingmarketeconomywithlow-to-middlepercapitaincome.Countriesinthiscategoryareusuallyundertakingaprocessofeconomicdevelopmentandreform.Manycountriesintheworldfallintothiscategory.Animportantfeatureofmostemergingmarketsisthattheyareintheprocessofmovingfromclosedeconomiestomoreopeneconomies.Aspartofthisprocess,emergingcountriesgenerallyexperiencerapidgrowthinbothlocalandforeigninvestment.Forforeigninvestors,theemergingmarketisanopportunitytoexpanditsproductionandrevenue.Fromtheperspectiveoftheemergingmarket,itgainsaccesstonewemploymentopportunities,transfersofskillsandtechnology,andasourceofeconomicgrowth.back-42-2024/7/1ReadingATranslation在新興市場定價(jià)產(chǎn)品最終價(jià)格受許多因素影響，如原材料價(jià)格、機(jī)器設(shè)備成本、員工工資、管理費(fèi)、場地費(fèi)、廣告費(fèi)、促銷費(fèi)、員工獎(jiǎng)金、分銷費(fèi)用、利潤率、稅費(fèi)、達(dá)標(biāo)費(fèi)等等。這些因素可以分為兩大類：內(nèi)部因素和外部因素。-43-2024/7/1ReadingATranslation在新興市場定價(jià)內(nèi)部因素有些因素公司可以控制，如果有必要，還可以進(jìn)行調(diào)整，但快速調(diào)整一般不太可能。例如，價(jià)格很大程度上取決于生產(chǎn)設(shè)備的生產(chǎn)率（如，一定時(shí)間內(nèi)的產(chǎn)值）。營銷人員知道，提高生產(chǎn)率會降低單位成本，進(jìn)而降低產(chǎn)品價(jià)格。但提高生產(chǎn)率可能需要對生產(chǎn)設(shè)備進(jìn)行大規(guī)模改造，如新建廠房，或購入新機(jī)器設(shè)備，這需要時(shí)間，而且在相當(dāng)長時(shí)間內(nèi)不會拉低價(jià)格。-44-2024/7/1ReadingATranslation在新興市場定價(jià)外部因素定價(jià)時(shí)還要考慮外部因素，外部因素對消費(fèi)品定價(jià)尤為重要。印度人是世界上對價(jià)格最為敏感的人群之一，但許多在印度經(jīng)營的跨國公司卻忽視了大眾市場。他們的產(chǎn)品只針對高端消費(fèi)者，因此，銷售量很難保證。例如，1995年6月李維斯進(jìn)軍印度市場，作為世界高端品牌之一，人們都認(rèn)為李維斯在印度會有很好的銷量。但到了1998年年中，李維斯發(fā)現(xiàn)在印度已經(jīng)舉步維艱。李維斯牛仔服價(jià)格在2000盧比以上，青少年認(rèn)為太貴，這迫使李維斯公司降低身段。1995年，耐克公司也開始在印度推廣其品牌，但直到1999年4月，所有耐克品牌商品都定價(jià)在2500盧比或更高。不用說，銷量平平。1999年7月，為滿足入門級運(yùn)動(dòng)愛好者的需求，耐克推出了價(jià)格999盧比的運(yùn)動(dòng)鞋。-45-2024/7/1Listeningtask1ScriptMr.Hunter:Asyouknow,we'vejustdevelopedanewfacecream.It'simportantwegetthepricingstrategyright.Emma:Yes.That'llbecritical.What'stheobjectiveforthisproduct?Mr.Hunter:Wewanttocapturealargemarketshare.Emma:Then,Ithinkwe'dbetterusepenetrationpricing.We'llhavetoconsiderourcompetitors'prices,andsellthenewcreamcheaper.Mr.Hunter:Yes,butit'lltakelongertorecoverourproductionanddevelopmentcosts.Asyouknow,we'veinvestedalotdevelopingthisparticularproduct.Emma:Yes,Iknow,butitisaverygoodcream.Ifwesellatalowerpricethanourcompetitors,weshouldbeabletobuildmarketsharequickly.Then,thelargesalesvolumewillhelpreduceproductioncostsandachieveprofit.Mr.Hunter:Mm!-46-2024/7/1Listeningtask2ScriptMr.Hunter:Helen,whatdoyouthinkaboutthepricingstrategyofournewfacecream?Helen:Ithinksettingalowpriceforthecreamandusingapenetrationpricingstrategywillbuildmarketsharequickly.Mr.Hunter:Butconsumersusuallyrelatequalitytoprices.Won'ttheythinkourcreamisoflowquality?Helen:Wecanoffersamplesforconsumerstotest.Ithinkwecanconvinceourcustomersthatthecreamisofreallygoodqualityandexceptionalvalueforthemoney.Mr.Hunter:Good!OK,sowhatotherfactorsdoweneedtotakeintoconsideration?Isupposeonefactorisourtargetmarket?Helen:Yes,whoarewetargeting?Mr.Hunter:Middle-aged,low-incomewomen.Helen:Thistypeofconsumerissensitivetoprice.Sowecouldusesomepsychology.Youknow,consumersperceivepricestobecheaperiftheyendinoddnumbers.Forexample,wecharge$9.99insteadof$10or$99.95insteadof$100.Mr.Hunter:Right.Weneedtodevelopbothapenetrationandpsychologicalstrategytosettheprice!-47-2024/7/1Listeningtask3ScriptHelen:Whenisthenewfacecreamgoingtobelaunched?Mr.Hunter:Nextmonth.Helen:InDecember?Mr.Hunter:Yes.Helen:Decemberisagoodtime.People,especiallywomen,arebusyshoppingforChristmasgifts.Mr.Hunter:Yes,that'swhywechoseDecember.Helen:Duringthisspecialperiod,perhapsweshouldalsoruna"buyone,getonefree"promotiontohelpattractcustomers.Mr.Hunter:Mm.PromotionalpricingcanbeeffectiveintheintroductorystageofmarketinganewproductbutI'mnotsurewhetherthe"buyone,getonefree"strategyisthemostappropriatestrategyforthis.We'rehopingtoundercutourcompetitorsonpricesothemarginswon'tbehigh.Helen:Thepricewilleithermakeorbreakourbusinesssoweneedtogetitright.Mr.Hunter:Yes,you'reright.Goodpricingstrategiesdependonseveralfactors.Allthesefactorsshouldbetakenintoaccount.Tomorrowwe'llcallameetingtofurtherdiscussthisissue.-48-2024/7/1Listeningtask4ScriptMr.Hunter:Hello,Jane.Howaresales?Jane:Goodforthefirsthalfyear.Salesheldsteadyandourprofitmarginstayedstable.ButsincelastJuly,profitshavebeguntodecline.Mr.Hunter:What’stheproblem?Jane:Ithinkit’sthegeographicalpricingstrategywe’reusinginIndia.ThenewfacecreamispricedlowerinIndiathanitisinourcountryinordertocompete,sothemarginsareverytight.Mr.Hunter:Yes?Jane:Butthepricesofkeyrawmaterialsarerisingandshippingcostshaveincreasedsteeply.Soifweremainwiththesamelowprice,ourprofitmarginwillbenegligible.Mr.Hunter:You’reright.We’llhavetoadjustourprice.Jane,you’dbetterconductamarketsurveyandfindoutjustwhatthelocalcompetitionischarging.Theresultswillhelpustodecid