新职业英语市场营销英语Unit3-pricing(文档可编辑修改)课件可编辑

Unit3

Pricing市场营销英语EnglishforSalesandMarketing-2-2024/7/1ContentsWarming-upReadingAListeningReadingBWritingProjectVocabularyandStructureSpeaking-3-2024/7/1Warming-upActivityWarming-upActivity

Task

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

Task

4ReadingA:

Task

3ReadingA:

Task

2ReadingA:Task1Forbackgroundinformation,clickHERE.

ReadingAReadingAPricinginEmergingMarketsThefinalpriceofaproductmaybeinfluencedbymanyfactorssuchascostsofrawmaterials,machinery,wages,administration,premises,advertising,promotions,bonuses,distributionandprofitmargins,taxesandmeetingregulatoryrequirements.Thesefactorscanbecategorizedintotwomaingroups:internalfactorsandexternalfactors.-7-2024/7/1声音翻译ReadingAInternalFactorsSomefactorscanbecontrolledbythecompanyand,ifnecessary,canbeadjusted.However,makingaquickchangeisnotalwayspossible.Forinstance,pricemaydependheavilyontheproductivityofthemanufacturingfacility(e.g.howmuchcanbeproducedwithinacertainperiodoftime).Themarketerknowsthatincreasingproductivitywillreducethecostofeachunitandthusallowthepricetothecustomerstobedecreased.Butincreasingproductivitymayrequiremajorchangesinthemanufacturingfacilitysuchasbuildingnewpremisesorbuyingnewmachinerywhichwilltaketimeandwillnottranslateintolowerpricesforaconsiderableperiodoftime.-8-2024/7/1翻译声音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翻译声音-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:

Task

3ReadingB:

Task

2ReadingB:Task1

ReadingBReadingBMcDonald’sPricingStrategiesProductLinePricingMcDonald’shasauniquepricingstrategy.TheirValueMealsfallintothecategoryofproductlinepricing.“Wherethereisarangeofproductsorservicesthepricingreflectsthebenefitsofpartsoftherange.”Forexample,acustomercanorderaTwoCheeseburgerValueMealthatcomeswithamediumdrinkandfriesforaround$3(pricesmayvary).ThecustomercanchoosetoSuperSizethismealtogetalargerdrinkandmorefriesforalittlemoremoneyortheycouldbuyanotherValueMealthatmightincludedifferentitemsatadifferentprice.-26-2024/7/1翻译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翻译ReadingBValuePricing“Thisapproachisusedwhereexternalfactorssuchasarecessionorincreasedcompetitionforcecompaniestoprovide‘value’productsandservicesinordertoretainsales.”ThemostnotableandrecentexampleofthisisMcDonald’s“DollarMenu”.TheDollarMenuwascreatedbecauseMcDonald’srecognizedthattheeconomywasindeclineandthattheircompetitionwasgettingfiercer.TheintroductionoftheDollarMenu,fromwhichcustomerscanbuyanumberofsingleproductsforonlyonedollar,isbyfarthemosteconomicalproductlinethatMcDonald’shaseveroffered.TheDollarMenurecognizesthecurrenteconomicclimateandhasincreasedthepressureoncompetitors.-28-2024/7/1翻译-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.对市场进行分析之后，企业会对产品进行定价，同时决定如何对产品进行分销、定位和促销，并估算需求量。制定定价策略时会考虑成本、竞争对手和利润目标等因素。可能采用的定价策略包括全价定价法、竞争定价法、折扣定价法，或者是上述方法综合采用。-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:

Task

4Vocabulary:

Task

3Vocabulary:

Task

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!市场营销英语EnglishforSalesandMarketing-41-2024/7/1ReadingABackdropEmergingmarketAnemergingmarketgenerallyreferstoadevelopingmarketeconomywithlow-to-middlepercapitaincome.Countriesinthiscategoryareusuallyundertakingaprocessofeconomicdevelopmentandreform.Manycountriesintheworldfallintothiscategory.Animportantfeatureofmostemergingmarketsisthattheyareintheprocessofmovingfromclosedeconomiestomoreopeneconomies.Aspartofthisprocess,emergingcountriesgenerallyexperiencerapidgrowthinbothlocalandforeigninvestment.Forforeigninvestors,theemergingmarketisanopportunitytoexpanditsproductionandrevenue.Fromtheperspectiveoftheemergingmarket,itgainsaccesstonewemploymentopportunities,transfersofskillsandtechnology,andasourceofeconomicgrowth.back-42-2024/7/1ReadingATranslation在新兴市场定价产品最终价格受许多因素影响，如原材料价格、机器设备成本、员工工资、管理费、场地费、广告费、促销费、员工奖金、分销费用、利润率、税费、达标费等等。这些因素可以分为两大类：内部因素和外部因素。-43-2024/7/1ReadingATranslation在新兴市场定价内部因素有些因素公司可以控制，如果有必要，还可以进行调整，但快速调整一般不太可能。例如，价格很大程度上取决于生产设备的生产率（如，一定时间内的产值）。营销人员知道，提高生产率会降低单位成本，进而降低产品价格。但提高生产率可能需要对生产设备进行大规模改造，如新建厂房，或购入新机器设备，这需要时间，而且在相当长时间内不会拉低价格。-44-2024/7/1ReadingATranslation在新兴市场定价外部因素定价时还要考虑外部因素，外部因素对消费品定价尤为重要。印度人是世界上对价格最为敏感的人群之一，但许多在印度经营的跨国公司却忽视了大众市场。他们的产品只针对高端消费者，因此，销售量很难保证。例如，1995年6月李维斯进军印度市场，作为世界高端品牌之一，人们都认为李维斯在印度会有很好的销量。但到了1998年年中，李维斯发现在印度已经举步维艰。李维斯牛仔服价格在2000卢比以上，青少年认为太贵，这迫使李维斯公司降低身段。1995年，耐克公司也开始在印度推广其品牌，但直到1999年4月，所有耐克品牌商品都定价在2500卢比或更高。不用说，销量平平。1999年7月，为满足入门级运动爱好者的需求，耐克推出了价格999卢比的运动鞋。-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