【正文】 的一種價(jià)格折扣 。 七種價(jià)格調(diào)整策略 ： 折扣和折讓定價(jià)策略 、 子市場定價(jià)策略 、 心理定價(jià)策略 、 促銷定價(jià)策略 、 價(jià)值定價(jià)策略 、地理定價(jià)策略和國際定價(jià)策略 。 劇院和球隊(duì)銷售季票 ， 比一場一場單獨(dú)買要便宜得多 ； 旅館提供成套服務(wù) ， 包括房間 、 用餐 、 娛樂 ， 但歸納在一個(gè)價(jià)格下 ； 計(jì)算機(jī)制造商把機(jī)器連同軟件一起銷售 。 使用副產(chǎn)品定價(jià)法 (ByProduct Pricing)時(shí) ， 制造商需要找到這些副產(chǎn)品的市場 ， 價(jià)格只要能夠比儲存和運(yùn)輸副產(chǎn)品的成本高就可以了 。 吉列公司 (Gillette)剃須刀價(jià)格很低 ， 主要靠替 換用的刀片賺錢 。 三 、 附屬產(chǎn)品的定價(jià) 公司生產(chǎn)的產(chǎn)品 ， 如果必須與一個(gè)主體產(chǎn)品同時(shí)使用才行 ， 需要使用附屬產(chǎn)品定價(jià)法 (CaptiveProduct Princing)。 近些年來通用汽車公司一般的價(jià)格策略是對每輛 萬美元的基本車型做廣告 ， 吸引大家到展覽中心 ， 展室大部分空間都擺著安裝了各種備選產(chǎn)品的汽車 ， 價(jià)格是 萬美元或 萬美元 。 如果價(jià)格差別大 ， 消費(fèi)者一般會買不怎么先進(jìn)的產(chǎn)品 。 在產(chǎn)品系列定價(jià) (Product Line Pricing)的過程中 ， 管理部門必須決定系列中不同產(chǎn)品的價(jià)格差別 。 例如 ， 斯耐波公司 (Snapper)制造許多不同的割草機(jī) ， 從價(jià)格為 259. 95 美元 、 美元 、 美元簡單的手推式 ， 到 1 000 美元左右可以騎上去開的那種都有 。 第二節(jié) 產(chǎn)品組合定價(jià)策略 當(dāng)產(chǎn)品是產(chǎn)品組合的一部分時(shí) ， 產(chǎn)品的定價(jià)策略就需要改變 。 首先 ， 市場必須對價(jià)格十分敏感 ， 能在低價(jià)格下迅速增長 。 當(dāng) IBM 公司 、康柏公司 、 蘋果公司和其他競爭者通過零售商店銷售計(jì)算機(jī) ， 不能達(dá)到很低的價(jià)格時(shí) ， 它們兩家的銷售上去了 。 二 、 滲透式定價(jià)法 一些公司使用滲透式定價(jià)法 (MarketPerating Pricing)。 撇脂式定價(jià)法只在一定條件下有意義 。 英特爾公司 (Intel)就使用這種撇脂式定價(jià)策略 (MarketSkimming Pricing)。 只要市場上有兩個(gè)購買者群體 ， 一個(gè)追求質(zhì)量 ， 一個(gè)追求價(jià)格 ， 這些策略就可以同時(shí)在市場上存在 。讓我們來比較兩種產(chǎn)品的 定價(jià) ， 一種是模仿現(xiàn)有產(chǎn)品的新產(chǎn)品 ， 另一種是有專利保護(hù)的創(chuàng)新產(chǎn)品 。 charges and resorts give seasonal discounts. For segmented pricing to be an effective strategy， certain conditions must exist. The market must be segmen table and the segments must show different degrees of demand. Members of the segment paying the lower price should not beably to turn around and resell the product to the segment paying the higher price. Competitors should not be able to undersell the firm in the segment being charged the higher price. Nor should the costs of segmenting and watching the market exceed the extra revenue obtained from the price difference. The practice should not lead to customer resentment and ill will. Finally， the segmented pricing must he legal. (3) Promotional Pricing With promotional pricing， panies will temporarily price their products below list price and sometimes even below cost. Promotional pricing takes several forms. Supermarkets and department stores will price a few products as toss leaders to attract customers to the store in the hope that they will buy other items at normal markups. Kellers will also use specialevent pricing in certain seasons to draw in more customers. Thus linens are promotionally priced every January to attract weary Christmas shoppers back into the stores. Manufacturers will sometimes offer cash rebates to consumers who buy the product from dealers within a specified time； the manufacturer sends the rebate directly to the customer. Rebates have recently been popular with car makers and producers of durable goods and small appliances. Some manufacturers offer lowinterest financing， longer warranties or free maintenance to reduce the consumer39。 andMakro， the trade warehouse， automatically gives discounts on any product bought in bulk. Discounts provide an incentive to the customer to buy more from one given seller， rather than from many different sources. A quantity premium is sometimes charged to people buying higher volumes. In Japan it often costs more per item to buy a twelvepack of beer or sushi than smaller quantities because the larger packs are more gift able and therefore less price sensitive. Quantity surcharges can also oecur when die product being bought is in short supply or in sets for example， several seats together at a 39。 cash situation and reduce bad debts and creditcollection costs. A quantity discount is a price reduction to buyers who buy large volumes. Atypical example might be 39。Dung of the Month39。 explains president and founder Fierce Ledbetter. Zoos are often so pleased with any savings they can find on disposal that they don39。t realize that one of their byproducts – their occupants39。s sells Indesit， Ariston and Seholte with price and –status ascending in that order. There arc full ranges of Indesit to Ariston appliances， from washing machines to freezers， covering the first two price hands， while Scholte sells expensive builtin kitchen equipment. Kodak offers not just one type of film， hut an assortment including regular Kodak film， higherpriced Kodak Royal Gold film for special occasions， and a lowerpriced， seasonal film called Runtime that petes with store brands. Each of these brands is available in a variety of sizes and film speeds. In product line pricing， management must decidion the price steps to set between the various products in a line. 4 The price steps should take into account cost differences between the products in the line， customer evaluations of their different features and petitors39。 1 中文 4350 字 本科畢業(yè)論文 外文文獻(xiàn)及 譯文 文獻(xiàn) 、 資料題目： NewProduct Pricing Strategies 文獻(xiàn) 、 資料來源： 著作 文獻(xiàn) 、 資料發(fā)表（出版）日期： 2 外文文獻(xiàn) ： Principles of Marketi