營(yíng)銷和銷售之 決定價(jià)格　Determining Prices

營(yíng)銷和銷售之 決定價(jià)格　Determining Prices

定價(jià)的高低決定收益的多少（bringing home the bread）。你的產(chǎn)品和服務(wù)的價(jià)格取決于你的生意類型和你面對(duì)的競(jìng)爭(zhēng)對(duì)手。定價(jià)前需要做許多的調(diào)查研究和計(jì)算。讓我們來(lái)了解其中的細(xì)節(jié)。

你的目標(biāo)是什么？

你所追求的是長(zhǎng)遠(yuǎn)效益還是當(dāng)前利益（maximize long run or short run profits）？想要薄利多銷嗎？可以參考成本累加定價(jià)（cost-plus pricing）、收益率（rate of return pricing）和競(jìng)爭(zhēng)因素。

⊙We should focus more on the long-term.我們應(yīng)當(dāng)把重點(diǎn)放在長(zhǎng)期效益上。

⊙What do we need to do to maximize our profits?我們?cè)撛趺醋霾拍苁沟梦覀兊睦孀畲蠡?

⊙We need to increase sales volume.我們需要增加銷售量。

⊙What are we seeing as far as consumer demand goes?迄今為止我們看到的消費(fèi)者需求如何？

⊙What kind of demand are we facing?我們面對(duì)的是怎樣的需求？

成本累加定價(jià)法

成本累加定價(jià)指的是：在成本基礎(chǔ)上加管理費(fèi)和一定百分比的利潤(rùn)。成本累加定價(jià)操作簡(jiǎn)單，所需參考信息較少，但對(duì)于消費(fèi)者利益涉及不多，缺乏對(duì)競(jìng)爭(zhēng)對(duì)手的考慮。

⊙We need to at least break even.我們需要至少保本。

⊙Consider how much it costs us in raw materials and overhead.考慮我們對(duì)原材料和管理費(fèi)用的投入。

⊙To determine our pricing based on cost-plus pricing, at first, we need to calculate how much it costs us to produce our product. We add in all of the overhead and administrative fees, and then put a percentage profit.It's pretty easy to figure out.

根據(jù)成本累加的定價(jià)法，我們首先需要算出生產(chǎn)成本，然后加入所有的管理費(fèi)和行政費(fèi)，最后再加上一定百分比的利潤(rùn)。這是很容易弄清楚的。

⊙If we sell our product based on cost-plus pricing, we might be losing out in the long run. If there is a great demand for our product from consumers, they will be willing to pay a price much higher than the actual cost.

如果我們按照成本累加來(lái)算價(jià)格，從長(zhǎng)遠(yuǎn)來(lái)看是不利的。如果消費(fèi)者對(duì)我們的產(chǎn)品需求很高，他們會(huì)愿意付出高于成本較多的費(fèi)用。

投資回報(bào)率定價(jià)法

投資回報(bào)率定價(jià)法是按照投入和產(chǎn)出的對(duì)比（weigh the pros and cons），也就是收益率來(lái)定價(jià)（rate of return pricing）。這種方法常被壟斷者（monopolists）看好。在使用該方法時(shí)你需要根據(jù)市場(chǎng)的變動(dòng)不時(shí)做調(diào)整，通過(guò)權(quán)衡銷售量帶來(lái)的回報(bào)率（the rate of return in relation to sales revenue）來(lái)定價(jià)。

⊙What's our rate of return?

我們的回報(bào)率是多少？

⊙We have to keep our ear to the ground.To make our rate of return pricing work, we have to stay on top of the market.

我們必須緊跟市場(chǎng)，必須站在市場(chǎng)的最前沿來(lái)根據(jù)收益率定價(jià)。

⊙Our prices are determined by examining the rate of return in relation to our sales revenue.

我們銷售量所帶來(lái)的回報(bào)率決定我們的價(jià)格。

競(jìng)爭(zhēng)定價(jià)

競(jìng)爭(zhēng)定價(jià)就是在保證盈虧平衡（break even）的基礎(chǔ)上通過(guò)參考競(jìng)爭(zhēng)對(duì)手價(jià)格來(lái)定價(jià)。在質(zhì)量相似或相同的情況下，這種定價(jià)有利于爭(zhēng)取客戶，增加銷售量，從長(zhǎng)遠(yuǎn)角度（in long terms）保證盈利。

⊙How can our competitors keep undercutting us like this?我們的競(jìng)爭(zhēng)對(duì)手怎么能夠像這樣和我們壓價(jià)競(jìng)爭(zhēng)？

⊙Let's check out the competition.讓我們調(diào)查競(jìng)爭(zhēng)情況。

⊙We are limited by our supply.我們?cè)诠?yīng)上受限。

⊙It's a jungle out there！

已到生死關(guān)頭了！

A：What kind of price is the competition charging?We should be able to meet or beat the competitor's price.

B：Based on my analysis, I don't know how we can do that and still break even！I don't know what their secret is！How are they able to charge such a ridiculous price and still be making money?

A：競(jìng)爭(zhēng)對(duì)手是怎么收費(fèi)的？我們應(yīng)當(dāng)在價(jià)格上與其持平或者勝出。

B：根據(jù)我的分析，我不知道怎么才能既降價(jià)又保證盈虧平衡。真不知他們有什么秘密！他們?cè)趺茨軌蚴勰敲吹偷膬r(jià)格而且依舊在掙錢？

總結(jié)

大部分人在購(gòu)物時(shí)，在同類產(chǎn)品質(zhì)量差別不明朗的情況下，都情愿選擇便宜的。這一傾向?qū)r(jià)格起著主導(dǎo)作用。但是商品的實(shí)際價(jià)格不僅要考慮商品本身的價(jià)值，還要以利潤(rùn)比例、回報(bào)率、競(jìng)爭(zhēng)因素和供求關(guān)系等作為參考。參照物不同，結(jié)果就不同，利潤(rùn)的多少也就有了差異。

Words　單詞表

administrative管理的，行政的

analysis分析

calculate計(jì)算

competition競(jìng)爭(zhēng)

determine決定，確定

focus焦點(diǎn)，聚焦

involve使參與，包含

long term長(zhǎng)期的

maximize最大化

overhead經(jīng)費(fèi)，管理費(fèi)用

undercut削價(jià)競(jìng)爭(zhēng)，以低于競(jìng)爭(zhēng)對(duì)手的價(jià)格來(lái)做生意

revenue收入，歲入，收益

ridiculous荒謬的，可笑的

Phrases　短語(yǔ)表

at least至少

based on基于，以……為基礎(chǔ)

break even盈虧平衡，保本

charge（a price）收（費(fèi)用），要價(jià)

check out結(jié)賬離開(kāi)，了解調(diào)查

figure a price定價(jià)

go after sth謀求某事物

in relation to關(guān)于，有關(guān)

It's a jungle out there.到了生死關(guān)頭。

keep one's ear to the ground一耳貼地（注意新動(dòng)向）/保持高度警惕

lose out輸，大賠

make a decision做決定

maximize profits利潤(rùn)最大化

meet or beat（the competition）應(yīng)對(duì)/勝出競(jìng)爭(zhēng)

rate of return回報(bào)率，收益率

sales volume銷售量，營(yíng)業(yè)額

stay on top of……在……方面保持一流

You've got a point there.你所言極是。

實(shí)景對(duì)話1

A：What are we going to do about the pricing for our products?It seems like such an involved process……

B：Well, if we do it by figuring our cost, it's really quite simple. To determine our pricing based on cost-plus pricing, at first, we need to calculate how much it costs us to produce our product. We add in all of the overhead and administrative fees, and then put a percentage profit.It's pretty easy to figure out.

A：I'm not so sure about doing it that way. Consider how much it costs us in raw materials and overhead. Even if we add 20%profit, we are still putting out a price that is lower than our competition.If they can charge more, so can we！

B：Well, you do have a point there. If we sell our product based on cost-plus pricing, we might be losing out in the long run. If there is a great demand for our product from consumers, they will be willing to pay a price much higher than the actual cost.

A：So what are we seeing as far as consumer demand goes?What kind of demand are we facing?

B：I'm not sure. That's something we really need to find out before we make any decisions on pricing.

A：Yeah. Let's get started.How about go check out the competition?

A：要給產(chǎn)品定價(jià)我們都要做什么？看上去還真是個(gè)復(fù)雜的過(guò)程……

B：如果通過(guò)算成本來(lái)做就會(huì)非常簡(jiǎn)單。根據(jù)成本累加的定價(jià)法，我們首先需要算出生產(chǎn)成本，然后加入所有的管理費(fèi)和行政費(fèi)，最后再加上一定百分比的利潤(rùn)。這是很容易弄清楚的。

A：那樣做我不太有把握。考慮到原材料的費(fèi)用和管理費(fèi)，即便我們加上20%

的利潤(rùn)，我們的價(jià)格依然比競(jìng)爭(zhēng)對(duì)手低。如果他們定高些，我們也能。

B：你說(shuō)得很有道理。如果我們按照成本累加來(lái)算價(jià)格，從長(zhǎng)遠(yuǎn)來(lái)看是不利的。如果消費(fèi)者對(duì)我們的產(chǎn)品需求很高，他們會(huì)很愿意付出高于成本較多的費(fèi)用。

A：那我們現(xiàn)在看到的消費(fèi)者需求如何？我們面對(duì)的需求狀況怎樣？

B：我不肯定。在決定價(jià)格之前，我們必須搞清楚這些問(wèn)題。

A：是的，我們開(kāi)始吧。我們了解一下競(jìng)爭(zhēng)對(duì)手的情況怎么樣？

實(shí)景對(duì)話2

A：What kind of price is the competition charging?We should be able to meet or beat the competitor's price.

B：Based on my analysis, I don't know how we can do that and still break even！I don't know what their secret is！How are they able to charge such a ridiculous price and still be making money?

A：How can our competitors keep undercutting us like this?It's a jungle out there！

B：I don't know how they are figuring their prices. Our prices are determined by examining the rate of return in relation to our sales revenue. We have to keep our ear to the ground.To make our rate of return pricing work, we have to stay on top of the market.

A：That's what I was trying to do when I thought of going after the competition. But I guess we should focus more on the long-term.What do we need to do to maximize our profits?

B：For one thing, we need to increase sales volume. But we have to be very careful when we're doing that because we need to at least break even.

A：What are we seeing as far as consumer demand goes?

B：The demand is still high. But we are limited by our supply.

A：競(jìng)爭(zhēng)對(duì)手是怎么收費(fèi)的？我們應(yīng)當(dāng)在價(jià)格上與其持平或者勝出。

B：根據(jù)我的分析，我不知道怎么才能既降價(jià)又保證盈虧平衡。真不知他們有什么秘密！他們?cè)趺茨軌蚴勰敲吹偷膬r(jià)格而且依舊在掙錢？

A：對(duì)手們?cè)趺茨軌蚰菢雍臀覀兿鲀r(jià)競(jìng)爭(zhēng)？到了生死關(guān)頭了！

B：我不知道他們是怎么定價(jià)的。我們的價(jià)格是考察銷售收益得出的。我們必須緊跟市場(chǎng)，必須站在市場(chǎng)的最前沿來(lái)根據(jù)收益率定價(jià)。

A：當(dāng)我考慮到競(jìng)爭(zhēng)時(shí)，我是嘗試這么做的。但是我想我們得重視長(zhǎng)遠(yuǎn)利益。

該怎么做才能讓利潤(rùn)最大化呢？

B：首先，我們得增加銷售量。那樣做的時(shí)候得小心，因?yàn)槲覀冎辽僖１尽?

A：以目前所見(jiàn)消費(fèi)者需求如何？

B：需求依然高漲，只不過(guò)我們的供應(yīng)受限。