【正文】 founder Fierce Ledbetter. Zoos are often so pleased with any savings they can find on disposal that they don39。Manyzoos don39。t realize that one of their byproducts – their occupants39。s price to make It more petitive. Byproducts can even turn out to be profitable. For example， many lumber mills have begun to sell bark chips and sawdust profitably as decorative mulch for home and mercial landscaping. Sometimes panies don39。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。revenues layer by layer from the market. Intel is a prime user of this strategy， called marketskimming pricing. When Intel first introduces a new puter chip， it charges the highest price it can， given， the benefits of the new chip over peting chips. It sets a price that makes it just worthwhile for some segments of the market to adopt puters containing the chip. As initial sales slow down and as petitors threaten to introduce similar chips， Intel lowers the price to draw in the nest pricesensitive layer of customers. (2) MarketPeration Pricing Rather than setting a high initial price to skim off small but profitable market segments， 3 some panies use marketperation pricing. They set a low initial price in order to perate the market quickly and deeply to attract a large number of buyers quickly and win a large market share. The high sales volume results in falling costs， allowing the pany to cut its price even further. For example， Dell and Dan used peration pricing to sell highquality puter products through lowercost mailorder channels. Their sales soared when IBM， Compaq， Apple and other petitors selling through retail stores could not match their prices. The Bank of Scotland and Winterthur of Switzerland used their Direct Line， Privilege and Churchill subsidiaries to grab profits and share in the motor insurance market by selling direct to consumers at marketperating prices. The high volume results in lower costs that， in turn， allow the discounters to keep prices low. Several conditions favour setting a low price. First， the market must be highly price sensitive， so that a low price produces more market growth. Second， production and distribution costs must fall as sales volume increases. Finally， the low price must help keep out the petition otherwise the price advantage may he only temporary. For example， Dell faced difficult times when IBM and Compaq established their own direct distribution channels. Pricing Strategies The strategy for setting a product39。 1 中文 4350 字 本科畢業(yè)論文 外文文獻及 譯文 文獻 、 資料題目： NewProduct Pricing Strategies 文獻 、 資料來源： 著作 文獻 、 資料發(fā)表（出版）日期： 2 外文文獻 ： Principles of Marketing Pricing Strategies Pricing 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 pany that plans to develop an imitative new product faces a productpositioning problem. It must decide where to position the product versus positioning strategies. First， the pany might decide to use a premium pricing peting products in terms of quality and price. Figure shows four possible strategy producing a highquality product and charging the highest price. At the other extreme， it might decide on an economy pricing strategy producing a lowerquality 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， TagHeuer offers very highquality sports watches at high prices， whereas Casio offers digital watches at almost throwaway prices. Companies bringing out an innovative， patentprotected product face the challenge of setting prices for the first time. They can choose between