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1、0外文翻譯原文MaterialSource:MarketingmanagementAuth:PhilipKotlerEnterpriseinbefefixingpricemustfirstdefinegoals.Pricinggoalsftheenterprisemarketinggoalsasthefoundationistheenterprisechoosepricingmethodpricingstrategybasedonit.
2、Becausepricinggoalistotheenterprisemarketingobjectivesservicesojustasmarketingtargetcanberealizedthroughvariouschannelsenterpriseasthepricinggoalsalsohaveavarietyof.(a)ataprofitfpricinggoalsPriceprepabovecostobtaintheope
3、rationprofitisanyenterprisebusinessactivitiesofthebasicobjectives.canobtaintheexpectedprofitsisdependslargelyonthesalepricefmulation.Sogetproperprofitswillbecomethemostcommonpricinggoals.Accdingtotheenterprisetoprofitexp
4、ectationsdifferentlevelsprofitpricingtargetcandivideagainappropriateprofitpricing(saidthattargetprofitpricing)maximumprofitpricing.Appropriateprofitpricingistheenterpriseofaproductservicepricingenoughtoensureitsreachanes
5、tablishedgoalsmarginofprofittargetprofitmargins.Usethispricingtargetcompaniesiscommonlyprescribedaccdingtoinvestmentprofitmarginsthencalculateunitproductprofitmarginaddittothecostoftheproductwillbecometheproductsaleprice
6、.Usethispricinggoalmustpayattentiontotwoquestions.1wantthedeterminationofreasonableprofitmargins.Saycommonlyexpectedprofitmarginsshouldbeoverthebankdepositinterestratesbutcannottootallsetthepricetoohighconsumercannotacce
7、ptit.2usethispricingtargetmustsatisfycertainconditionsnamelyitsproductsarepopularproductafraidofcompetition.Otherwisetheproductsellsdonotgooutexpectedinvestmentprofitscannotbeachieved.Maximumprofitpricingistheenterpriset
8、oexpectthroughmakingahigherpricethusrapidmaximisingprofitspricinggoals.Usethispricingtargettheenterpriseitsproductismuchinabsoluteadvantageposition.Fexampleenterprisenewproductlistingswantrapidrecoveryofinvestmentobtainu
9、p2productishighmarketpositionsuggestthatintheprocessofcompetitiontheenterprisehascertainadvantages.Meanenterpriseproductionsalesofthelargescaleeveninunitprofitlevelisnothighunderthesituationofenterprisestillhasstrongprof
10、itabilityConverselythemarketshareisverylowitmaymeanenterprisehasnoobviousadvantagesmayeveninverydangerousposition.EvenunitprofitlevelishighbutintheproductionJingYingLianglimitedcircumstancesprofitabilityisstilllimited.Th
11、erefemanyenterprisesoftenusepricemeanstriestomaintainexpitsmarketshare.Intheexistingproductionsalesbasisstillhavebiggerexpansionpotentialcostsalsohavecertaindeclinespacethepriceoftheproductdemelasticityhigherenterprisebu
12、talsooftenusereductionmethodexpeditsmarketshare.Butinusingthispricinggoalmustalsobecarefulconsiderationhold.Becausebylowpricestrategytoexpmarketshareitwouldbedemhasincreaseddramatically.Therefetheenterprisemusthaveplenty
13、ofcommoditysupplyotherwisebecausedemcausepotentialcompetitstostepinbutthiscandamagetheenterprisesinterests.(4)toimproveimagefpricinggoalsNamelythepricefdeterminingthespecificimageofenterpriseperfmancemeanspricinggoals.Th
14、epriceisconsumerbehaviitsproductpretestposttestjudgmententerpriseoneoftheimptantfacts.Anenterprisespricingconsumerservicesprovidedtothevalueoftheenterpriseinproptioncodinationconsumersmindisrelativelyeasytoestablishhones
15、tyintheimageconverselyenterprisewithpureprofitpricingeventoobtainprofitsfmotivationqualitypricewithdiscrepanciesunqualifiedhighpricetheenterprisewillbedifficulttoestablishthegoodimage.Fexampleproductstrategysuitablyappro
16、priatepricingcanalsoplayaroleinestablishingstrengthenedenterpriseimagefeaturerole.FhighgradecommoditypriceshelpdefinefmulatedhighgradeproductimageattractspecifictargetmarketcustomersAppropriateuseoflowcostdiscounthelpsen
17、terprisessetup“civilianenterprise“withthegeneralpublicasitsservicetargetsenterpriseimage.Fexampleintensepricecompetitionoftenmakebetweenenterprise““fromshttermseeinternecinemaybebroughttoconsumerbenefitsbutmustbedestroye
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