營銷和銷售之 決定價格　Determining Prices

營銷和銷售之 決定價格　Determining Prices

定價的高低決定收益的多少（bringing home the bread）。你的產品和服務的價格取決于你的生意類型和你面對的競爭對手。定價前需要做許多的調查研究和計算。讓我們來了解其中的細節(jié)。

你的目標是什么？

你所追求的是長遠效益還是當前利益（maximize long run or short run profits）？想要薄利多銷嗎？可以參考成本累加定價（cost-plus pricing）、收益率（rate of return pricing）和競爭因素。

⊙We should focus more on the long-term.我們應當把重點放在長期效益上。

⊙What do we need to do to maximize our profits?我們該怎么做才能使得我們的利益最大化？

⊙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者需求如何？

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

成本累加定價法

成本累加定價指的是：在成本基礎上加管理費和一定百分比的利潤。成本累加定價操作簡單，所需參考信息較少，但對于消費者利益涉及不多，缺乏對競爭對手的考慮。

⊙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.考慮我們對原材料和管理費用的投入。

⊙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)成本累加的定價法，我們首先需要算出生產成本，然后加入所有的管理費和行政費，最后再加上一定百分比的利潤。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算價格，從長遠來看是不利的。如果消費者對我們的產品需求很高，他們會愿意付出高于成本較多的費用。

投資回報率定價法

投資回報率定價法是按照投入和產出的對比（weigh the pros and cons），也就是收益率來定價（rate of return pricing）。這種方法常被壟斷者（monopolists）看好。在使用該方法時你需要根據(jù)市場的變動不時做調整，通過權衡銷售量帶來的回報率（the rate of return in relation to sales revenue）來定價。

⊙What's our rate of return?

我們的回報率是多少？

⊙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，必須站在市場的最前沿來根據(jù)收益率定價。

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

我們銷售量所帶來的回報率決定我們的價格。

競爭定價

競爭定價就是在保證盈虧平衡（break even）的基礎上通過參考競爭對手價格來定價。在質量相似或相同的情況下，這種定價有利于爭取客戶，增加銷售量，從長遠角度（in long terms）保證盈利。

⊙How can our competitors keep undercutting us like this?我們的競爭對手怎么能夠像這樣和我們壓價競爭？

⊙Let's check out the competition.讓我們調查競爭情況。

⊙We are limited by our supply.我們在供應上受限。

⊙It's a jungle out there！

已到生死關頭了！

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：競爭對手是怎么收費的？我們應當在價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又保證盈虧平衡。真不知他們有什么秘密！他們怎么能夠售那么低的價格而且依舊在掙錢？

總結

大部分人在購物時，在同類產品質量差別不明朗的情況下，都情愿選擇便宜的。這一傾向對價格起著主導作用。但是商品的實際價格不僅要考慮商品本身的價值，還要以利潤比例、回報率、競爭因素和供求關系等作為參考。參照物不同，結果就不同，利潤的多少也就有了差異。

Words　單詞表

administrative管理的，行政的

analysis分析

calculate計算

competition競爭

determine決定，確定

focus焦點，聚焦

involve使參與，包含

long term長期的

maximize最大化

overhead經費，管理費用

undercut削價競爭，以低于競爭對手的價格來做生意

revenue收入，歲入，收益

ridiculous荒謬的，可笑的

Phrases　短語表

at least至少

based on基于，以……為基礎

break even盈虧平衡，保本

charge（a price）收（費用），要價

check out結賬離開，了解調查

figure a price定價

go after sth謀求某事物

in relation to關于，有關

It's a jungle out there.到了生死關頭。

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

lose out輸，大賠

make a decision做決定

maximize profits利潤最大化

meet or beat（the competition）應對/勝出競爭

rate of return回報率，收益率

sales volume銷售量，營業(yè)額

stay on top of……在……方面保持一流

You've got a point there.你所言極是。

實景對話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：要給產品定價我們都要做什么？看上去還真是個復雜的過程……

B：如果通過算成本來做就會非常簡單。根據(jù)成本累加的定價法，我們首先需要算出生產成本，然后加入所有的管理費和行政費，最后再加上一定百分比的利潤。這是很容易弄清楚的。

A：那樣做我不太有把握?？紤]到原材料的費用和管理費，即便我們加上20%

的利潤，我們的價格依然比競爭對手低。如果他們定高些，我們也能。

B：你說得很有道理。如果我們按照成本累加來算價格，從長遠來看是不利的。如果消費者對我們的產品需求很高，他們會很愿意付出高于成本較多的費用。

A：那我們現(xiàn)在看到的消費者需求如何？我們面對的需求狀況怎樣？

B：我不肯定。在決定價格之前，我們必須搞清楚這些問題。

A：是的，我們開始吧。我們了解一下競爭對手的情況怎么樣？

實景對話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：競爭對手是怎么收費的？我們應當在價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又保證盈虧平衡。真不知他們有什么秘密！他們怎么能夠售那么低的價格而且依舊在掙錢？

A：對手們怎么能夠那樣和我們削價競爭？到了生死關頭了！

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

A：當我考慮到競爭時，我是嘗試這么做的。但是我想我們得重視長遠利益。

該怎么做才能讓利潤最大化呢？

B：首先，我們得增加銷售量。那樣做的時候得小心，因為我們至少要保本。

A：以目前所見消費者需求如何？

B：需求依然高漲，只不過我們的供應受限。