市场营销原理外文翻译 外文文献 英文文献.doc

10 - 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 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 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 positioning 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 strategy - 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， 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-Skimming 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 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 containing the chip. As initial sales slow down and as competitors threaten to introduce s