【正文】 ts advantage is that during 2001 the market environment did work as before or the petition was changed. For this moment Sony did not realize when they can not pete in technology they might choose price war as another option. In other word, it’s about the sensitivity for market behavior. Different market behavior acquires different pricing strategy. 4. The suggestions to audioplayersPricing strategies can be as varied as the types of business firms using them. What works in the pricing realm for one type of firm (usually based on industry segment) may not work for another type of firm. Manufacturing firms usually use a different pricing policy than servicefirms, for example. Before talking about specific pricing strategies, This thesis is to meet the demand of target consumption group and to win the market target, bined with the objective of the overall market positioning and the reality of the market, the suggestions made as the following Examine Company and Marketing ObjectivesDoing market research before any product launched into market. Taking several factors into consideration, which is involving inner and outside of pany in the mean time, getting full picture of petitor’s pricing, by all means, so as to save handovers.As we discussed before that pricing decision is not absolutely isolated, marketing decisions including price are driven by the objectives set by the management of the organization. These objectives e at two levels. First, the overall objectives of the pany guide all decisions for all functional areas (., marketing, production, human resources, finance, etc.). Guided by these objectives the marketing department will set its own objectives which may include return on investment, cash flow, market share and maximize profits to name a few[8].Pricing decisions like all other marketing decisions will be used to help the department meet its objectives. For instance, if the marketing objective is to build market share it is likely the marketer will set the product price at a level that is at or below the price of similar products offered by petitors.Also, the price setting process looks to whether the decisions made are in line with the decisions made for the other marketing decisions (., target market, product, distribution, promotion). Thus, if a pany with a strong brand name targets highend consumers with a high quality, fullfeatured product, the pricing decision would follow the marketer’s desire to have the product be considered a highend product. In this case the price would be set high relative to petitors’ products that do not offer as many features or do not have an equally strong brand name.Determine an Initial PriceThe longliving profitability es from extending product life. For instance ,Sony could take advantage of this and prolong product life cycle to export Walkman into Africa market meanwhile obtain benefit from it, rather than step down the stage of history of it’s own accord.With the objectives in Step 1 providing guidance for setting price, the marketer next begins the task of determining an initial price level. We say initial because in many industries this step involves setting a starting point from which further changes may be made before the customer pays the final price.Sometimes called list price or published price, marketers will often use this as a promotional or negotiating tool as they move through the other price setting steps. For panies selling to consumers, this price also leads to a projection of the remended selling price at the retail level often called the manufacturer’s suggested retail price (MSRP). The MSRP may or may not be the final price for which products are sold. For strong brands that are highly sought by consumers the MSRP may in fact be the price at which the product will be sold. But in many other cases, as we will see, the price setting process results in the price being different based on adjustments made by the marketer and others in the channel of distributions. Markup MethodMaximize sales rate: In general, pricing must be in pursuit of the principle of maximum sales rate, reduce the vacancy rate to achieve profits monetized.This pricing method, often utilized by resellers who acquire products from suppliers, uses a percentage increase on top of product cost to arrive at an initial price. A major general retailer, such as Walmart, may apply a set percentage for each product category (., women’s clothing, automotive, garden supplies, etc.) making the pricing consistent for all likeproducts. Alternatively, the predetermined percentage may be a number that is identified with the marketing objectives (., required 20% ROI).For resellers that purchase thousands of products (., retailers) the simplicity inherent in markup pricing makes it a more attractive pricing option than more timeconsuming methods. However, the advantage of ease of use is sometimes offset by the disadvantage that products may not always be optimally priced resulting in products that are priced too high or too low given the demand for the product [9].Resellers differ in how they use markup pricing with some using the MarkuponCost method and others using the MarkuponSellingPrice method. Set the price at your production cost, including both cost of goods and fixed costs at your current volume, plus a certain profit margin. For example, your widgets cost $20 in raw materials andproduction costs, and at current sales volume (or anticipated initial sales volume), your fixed costs e to $30 per unit. Your total cost is $50 per unit. You decide that you want to operate at a 20% markup, so you add $10 (20% x $50) to the cost and e up with a price of $60 per unit. So long as you have your costs calculated correctly and have accurately predicted your sales volume, you will always be operating at a profit.Set your price to achieve a target returnoninvestment (ROI). For example, let39。s use the same situation as above,