-市场营销原理外文翻译-外文文献-英文文献学士学位论文

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 Marketing1.New-Product Pricing StrategiesPricing 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 PricingMany companies that invent new products initially set high prices to 'skim'revenues layer by layer from the market. Intel is a prime user of this strategy， called ma...