2020商务英语中级口试练习题：产品定价

　　Factors in Pricing Decisions

　　影响价格制定的因素

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

　　在制定产品价格时，公司如果不考虑影响价格的各种因素是无法制定的。

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

　　公司经理们必须考虑价格与非价格竞争、供给与需求以及顾客的价格观念。

　　Price and Non-price Competition

　　价格与非价格竞争

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

　　价格的制定受到公司在多大程度上把价格作为竞争工具的影响。

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

　　以价格竞争为主要竞争手段的公司，其所制定的价格往往与竞争者的价格相当或低于其竞争者的价格。

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

　　他们必须对竞争者的价格调整迅速做出反应。

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

　　价格竞争策略的不利因素是竞争者很容易通过下调价格来进行反击。

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

　　非价格竞争是指以价格以外的其他因素，如质量和服务取胜，而不是以价格为竞争手段的竞争。

　　This strategy is useful in building brand loyalty.

　　此策略有利于培养品牌忠诚度。

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

　　顾客如果不是出于价格原因而偏好某一种品牌，通常不会因为价格更优惠而转向其他品牌。

　　Supply and Demand

　　供给与需求

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

　　产品价格也受到供求经济因素的影响。

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

　　对大部分产品来说，在价格下降时其需求上升，价格上升时需求下降。

　　On the contrary, the quantity supplied increases as price goes up; supply goes down as price goes down.

　　与此相反，当价格上升时供应增加，价格下降时供应减少。

　　Consumer Perception of Price

　　顾客的价格观念

　　Price may be the top consideration in the buying decision of some consumers, while to others it may be much less important.

　　对一些顾客来说，价格可能是他们做出购买决定的首要考虑因素，但对于另一些顾客来说，价格又显得不那么重要。

　　The importance of price varies a great deal for different products and different target markets.

　　对不同的产品和不同的目标市场，价格的重要性差别很大。

　　Buyers generally believe price is closely related to quality.

　　顾客一般认为价格是与质量紧密相连的。

　　For products such as wine, jewelry, and perfume, a higher price signals higher quality to the target market.

　　对目标市场而言，酒、珠宝和香水之类的产品价格越高表明其质量越好。

　　In such cases, firm can use price to establish an image of product superiority.

　　对于此类产品，公司可以利用价格树立顶级产品的形象。

　　PART ONE: Interview

　　(1) Do you think price is the only factor that you consider when you are deciding to buy a product?(Why?/Why not?)

　　当决定是否购买一件产品时，你是否考虑价格?(为什么?)

　　Yes, I always compare the price of the sale goods produced by different manufacturers and choose the cheapest goods. If a product at a lower price can perform the same functions as much more expensive one, why not choose it?

　　(2) Do you think companies should take competition into consideration when setting prices for products? (Why?/Why not?)

　　你认为公司给产品制定价格时是不是应该考虑价格竞争因素?(为什么?)

　　Yes. If a company wants its new products to be competitive, it must take competition into consideration. It must set the prices equal or lower to its competitors’.

　　(3) Do you think price discounting is an effective strategy for companies to increase sales?(Why?/Why not?)

　　你认为价格折让是不是公司提高销售量的有效方法?(为什么?)

　　Yes, it’s effective. When demand is low, companies can use cash discounts, quantity discounts, seasonal discounts, and trade discounts etc. to increase sales. This practice is common and effective to simulate demand.

　　(4) How do you think a company should set the price for a new product if it wants to build sales quickly?

　　如果公司想使新产品迅速拥有较大的销售额，你认为公司应该如何制定其价格?

　　It should set the price of the new product below what its competitors charge if it want to gain a substantial market share quickly.

　　PART TWO: Mini-presentation

　　What’s important when…?

　　Setting prices for new products 给新产品制定价格时应注意哪些要点?

　　l Costs 成本

　　l Demand 需求

　　l

　　In setting price for new products, the first thing we must take into account is costs. Prices should cover fixed costs—expenses such as insurance, rent and equipment that remain constant regardless of the number of units produced, variable costs such as raw materials and labor which change depending on the number of units produced and marketing costs.

　　Demand is also important. When demand is strong, we can set high prices, when demand is weak, we can set lower prices. Firms must estimate the quantities of a product that consumers will demand and then set the price for the new product.

　　In addition, quality is of great importance. If the new products are of better quality and can perform more functions than competitors’, then the prices can be high.

　　制定新产品的价格时，首先要做的事情是我们必须考虑成本。价格应该含盖固定成本—比如保险费、租金和设备等无论生产多少数量都保持不变的费用，变动成本：例如原材料、劳务费等根据生产数量和市场成本变化的成本。

　　需求也很重要，当需求强烈，我们可以把价格订高，当需求疲软，我们要把价格定的低一些。公司必须要顾及消费者对产品数量的需求后来确定新产品的价格。

　　除此之外，质量也是很重要的。如果新产品比其竞争者得质量高功能多的话，价格可以定的高一些。

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