营销和销售之 决定价格 Determining Prices
营销和销售之 决定价格 Determining Prices
定价的高低决定收益的多少（bringing home the bread）。你的产品和服务的价格取决于你的生意类型和你面对的竞争对手。定价前需要做许多的调查研究和计算。让我们来了解其中的细节。
你的目标是什么？
你所追求的是长远效益还是当前利益（maximize long run or short run profits）？想要薄利多销吗？可以参考成本累加定价（cost-plus pricing）、收益率（rate of return pricing）和竞争因素。
⊙We should focus more on the long-term.我们应当把重点放在长期效益上。
⊙What do we need to do to maximize our profits?我们该怎么做才能使得我们的利益最大化？
⊙We need to increase sales volume.我们需要增加销售量。
⊙What are we seeing as far as consumer demand goes?迄今为止我们看到的消费者需求如何？
⊙What kind of demand are we facing?我们面对的是怎样的需求？
成本累加定价法
成本累加定价指的是：在成本基础上加管理费和一定百分比的利润。成本累加定价操作简单，所需参考信息较少，但对于消费者利益涉及不多，缺乏对竞争对手的考虑。
⊙We need to at least break even.我们需要至少保本。
⊙Consider how much it costs us in raw materials and overhead.考虑我们对原材料和管理费用的投入。
⊙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.
根据成本累加的定价法，我们首先需要算出生产成本，然后加入所有的管理费和行政费，最后再加上一定百分比的利润。这是很容易弄清楚的。
⊙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.
如果我们按照成本累加来算价格，从长远来看是不利的。如果消费者对我们的产品需求很高，他们会愿意付出高于成本较多的费用。
投资回报率定价法
投资回报率定价法是按照投入和产出的对比（weigh the pros and cons），也就是收益率来定价（rate of return pricing）。这种方法常被垄断者（monopolists）看好。在使用该方法时你需要根据市场的变动不时做调整，通过权衡销售量带来的回报率（the rate of return in relation to sales revenue）来定价。
⊙What's our rate of return?
我们的回报率是多少？
⊙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.
我们必须紧跟市场，必须站在市场的最前沿来根据收益率定价。
⊙Our prices are determined by examining the rate of return in relation to our sales revenue.
我们销售量所带来的回报率决定我们的价格。
竞争定价
竞争定价就是在保证盈亏平衡（break even）的基础上通过参考竞争对手价格来定价。在质量相似或相同的情况下，这种定价有利于争取客户，增加销售量，从长远角度（in long terms）保证盈利。
⊙How can our competitors keep undercutting us like this?我们的竞争对手怎么能够像这样和我们压价竞争？
⊙Let's check out the competition.让我们调查竞争情况。
⊙We are limited by our supply.我们在供应上受限。
⊙It's a jungle out there！
已到生死关头了！
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：竞争对手是怎么收费的？我们应当在价格上与其持平或者胜出。
B：根据我的分析，我不知道怎么才能既降价又保证盈亏平衡。真不知他们有什么秘密！他们怎么能够售那么低的价格而且依旧在挣钱？
总结
大部分人在购物时，在同类产品质量差别不明朗的情况下，都情愿选择便宜的。这一倾向对价格起着主导作用。但是商品的实际价格不仅要考虑商品本身的价值，还要以利润比例、回报率、竞争因素和供求关系等作为参考。参照物不同，结果就不同，利润的多少也就有了差异。
Words 单词表
administrative管理的，行政的
analysis分析
calculate计算
competition竞争
determine决定，确定
focus焦点，聚焦
involve使参与，包含
long term长期的
maximize最大化
overhead经费，管理费用
undercut削价竞争，以低于竞争对手的价格来做生意
revenue收入，岁入，收益
ridiculous荒谬的，可笑的
Phrases 短语表
at least至少
based on基于，以……为基础
break even盈亏平衡，保本
charge（a price）收（费用），要价
check out结账离开，了解调查
figure a price定价
go after sth谋求某事物
in relation to关于，有关
It's a jungle out there.到了生死关头。
keep one's ear to the ground一耳贴地（注意新动向）/保持高度警惕
lose out输，大赔
make a decision做决定
maximize profits利润最大化
meet or beat（the competition）应对/胜出竞争
rate of return回报率，收益率
sales volume销售量，营业额
stay on top of……在……方面保持一流
You've got a point there.你所言极是。
实景对话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：要给产品定价我们都要做什么？看上去还真是个复杂的过程……
B：如果通过算成本来做就会非常简单。根据成本累加的定价法，我们首先需要算出生产成本，然后加入所有的管理费和行政费，最后再加上一定百分比的利润。这是很容易弄清楚的。
A：那样做我不太有把握。考虑到原材料的费用和管理费，即便我们加上20%
的利润，我们的价格依然比竞争对手低。如果他们定高些，我们也能。
B：你说得很有道理。如果我们按照成本累加来算价格，从长远来看是不利的。如果消费者对我们的产品需求很高，他们会很愿意付出高于成本较多的费用。
A：那我们现在看到的消费者需求如何？我们面对的需求状况怎样？
B：我不肯定。在决定价格之前，我们必须搞清楚这些问题。
A：是的，我们开始吧。我们了解一下竞争对手的情况怎么样？
实景对话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：竞争对手是怎么收费的？我们应当在价格上与其持平或者胜出。
B：根据我的分析，我不知道怎么才能既降价又保证盈亏平衡。真不知他们有什么秘密！他们怎么能够售那么低的价格而且依旧在挣钱？
A：对手们怎么能够那样和我们削价竞争？到了生死关头了！
B：我不知道他们是怎么定价的。我们的价格是考察销售收益得出的。我们必须紧跟市场，必须站在市场的最前沿来根据收益率定价。
A：当我考虑到竞争时，我是尝试这么做的。但是我想我们得重视长远利益。
该怎么做才能让利润最大化呢？
B：首先，我们得增加销售量。那样做的时候得小心，因为我们至少要保本。
A：以目前所见消费者需求如何？
B：需求依然高涨，只不过我们的供应受限。
