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Factors in Pricing Decisions

影響價(jià)格制定的因素

A firm cannot determine a product’s price without considering several factors that affect price.

在制定產(chǎn)品價(jià)格時(shí)，公司如果不考慮影響價(jià)格的各種因素是無(wú)法制定的。

Managers must take into account the use of price and non-price competition, supply and demand, and consumer perceptions of price.

公司經(jīng)理們必須考慮價(jià)格與非價(jià)格競(jìng)爭(zhēng)、供給與需求以及顧客的價(jià)格觀念。

Price and Non-price Competition

價(jià)格與非價(jià)格競(jìng)爭(zhēng)

The pricing decision is influenced by the extent to which firms decide to use price as a competitive tool.

價(jià)格的制定受到公司在多大程度上把價(jià)格作為競(jìng)爭(zhēng)工具的影響。

Firms competing based on price competition generally set prices equal to or lower than competitor’s prices.

以?xún)r(jià)格競(jìng)爭(zhēng)為主要競(jìng)爭(zhēng)手段的公司，其所制定的價(jià)格往往與競(jìng)爭(zhēng)者的價(jià)格相當(dāng)或低于其競(jìng)爭(zhēng)者的價(jià)格。

They must be prepared to change prices quickly and frequently in response to competitors’ price changes.

他們必須對(duì)競(jìng)爭(zhēng)者的價(jià)格調(diào)整迅速做出反應(yīng)。

One drawback to this strategy is that competitors can easily reduce their prices to counter it.

價(jià)格競(jìng)爭(zhēng)策略的不利因素是競(jìng)爭(zhēng)者很容易通過(guò)下調(diào)價(jià)格來(lái)進(jìn)行反擊。

Non-price competition involves competing based on factors other than price, such as quality or service.

非價(jià)格競(jìng)爭(zhēng)是指以?xún)r(jià)格以外的其他因素，如質(zhì)量和服務(wù)取勝，而不是以?xún)r(jià)格為競(jìng)爭(zhēng)手段的競(jìng)爭(zhēng)。

This strategy is useful in building brand loyalty.

此策略有利于培養(yǎng)品牌忠誠(chéng)度。

Customers who prefer a brand for reasons other than price are less likely to switch to a brand that costs less.

顧客如果不是出于價(jià)格原因而偏好某一種品牌，通常不會(huì)因?yàn)閮r(jià)格更優(yōu)惠而轉(zhuǎn)向其他品牌。

Supply and Demand

供給與需求

The price of a product is also influenced by the economic forces of supply and demand.

產(chǎn)品價(jià)格也受到供求經(jīng)濟(jì)因素的影響。

For most products, the quantity demanded goes up as the price goes down; demand goes down as the price goes up.

對(duì)大部分產(chǎn)品來(lái)說(shuō)，在價(jià)格下降時(shí)其需求上升，價(jià)格上升時(shí)需求下降。

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