新职业英语市场营销英语Unit3-pricing(ppt可编辑修改)课件.ppt

1、Unit 3 Pricing市场营销英语市场营销英语English for Sales and Marketing-2-2022-8-3ContentsWarming-upReading AListeningReading BWritingProjectVocabulary and StructureSpeaking-3-2022-8-3Warming-up ActivityWarming-up Activity Task 2Warming-up Activity Task 1-4-2022-8-3Warming-up:Task 1A.Limited Time PricingB.Promoti

2、onal PricingC.Psychological Pricing-5-2022-8-3Warming-up:Task 2-6-2022-8-3Reading Activity AReading A:Task 4Reading A:Task 3Reading A:Task 2Reading A:Task 1For background information,click HERE.Reading AReading A Pricing in Emerging Markets The final price of a product may be influenced by many fact

3、ors such as costs of raw materials,machinery,wages,administration,premises,advertising,promotions,bonuses,distribution and profit margins,taxes and meeting regulatory requirements.These factors can be categorized into two main groups:internal factors and external factors.-7-2022-8-3声音翻译Reading A Int

4、ernal Factors Some factors can be controlled by the company and,if necessary,can be adjusted.However,making a quick change is not always possible.For instance,price may depend heavily on the productivity of the manufacturing facility(e.g.how much can be produced within a certain period of time).The

5、marketer knows that increasing productivity will reduce the cost of each unit and thus allow the price to the customers to be decreased.But increasing productivity may require major changes in the manufacturing facility such as building new premises or buying new machinery which will take time and w

6、ill not translate into lower prices for a considerable period of time.-8-2022-8-3翻译声音Reading A External FactorsPricing very often has to take into account external factors,especially in the case of consumer goods.Indians are among the worlds most price sensitive customers.Yet,many MNCs(multinational

7、 companies)operating in India ignore the mass market and launch products for the upper end of the market only.Consequently,their ability to build volume is threatened.For example,when Levis entered India in June 1995,it was expected to do well,as it had the advantage of owning one of the leading bra

8、nds in the world.By mid 1998,Levis realized that it was going nowhere.Teenagers perceived Levis products,priced at over 2,000 rupees,to be too expensive,forcing the company to tone down its premium image.Nike also started marketing its brands in India in 1995.Until April 1999,however,all Nikes produ

9、cts were priced at 2,500 rupees and above.Needless to say,volumes did not pick up.In July 1999,Nike introduced sneakers priced at 999 rupees to meet the needs of entry level sports enthusiasts.-9-2022-8-3翻译声音-10-2022-8-3Reading A:Task 1 Before reading the passage,list as many factors as you can that

10、 may influence the final price of a product.Cost,advertising,tax,wage,bonus,distribution,etc.Cost,advertising,tax,wage,bonus,distribution,etc.-11-2022-8-3Reading A:Task 2Internal FactorsExternal Factorscosts of raw material,machinery,wages,administration,premises,advertising,promotions,bonuses,distr

11、ibution,profit marginstaxes,costs of meeting regulatory requirements-12-2022-8-3Reading A:Task 3 1.F 2.T3.F 4.F 5.T-13-2022-8-3Reading A:Task 4(Open answer)-14-2022-8-3Listening ActivitiesListening Task 4Listening Task 3Listening Task 2Listening Task 5Listening Task 1-15-2022-8-3Listening task 1A ne

12、w face cream.To capture a large market share.Penetration pricing.Production and development costs.The large sales volume.-16-2022-8-3Listening task 21.pricing strategy2.build market share 3.samples 4.low-income 5.psychological-17-2022-8-3Listening task 3-18-2022-8-3Listening task 4FFTTF-19-2022-8-3L

13、istening task 5competitionfailureperceived valuequalityproduct development cost-20-2022-8-3Speaking ActivitiesSpeaking Task 4Speaking Task 3Speaking Task 2Speaking Task 1-21-2022-8-3Speaking task 1 Sample A:Whats your opinion about the pricing strategy for our new furniture?B:Well,I think its not ap

14、propriate.I feel that a penetration pricing strategy will build market share quickly.A:I agree with you.-22-2022-8-3Speaking task 2 Sample A:I feel that we may use psychological pricing strategy for our new product.B:No,I cant agree with you.A:Then,what about promotional pricing strategy?B:Thats a g

15、ood idea.-23-2022-8-3Speaking task 3 Sample A:Hi,David.B:Hi,Mary.Nice to see you here.A:Yeah.How are you?B:Im busy with pricing our new product.A:What pricing strategy have you adopted?B:Penetration pricing.A:Why?B:Because we want to capture market share.-24-2022-8-3Speaking task 4 Sample Good morni

16、ng,ladies and gentlemen!Im glad to have the opportunity to share my thoughts with you.When it comes to the pricing of products,there are certain factors you must take into consideration.The first factor is the demographics of the targeted customers.Let me share an illustration with you.Suppose your

17、product is a portable bag specifically designed for students.If 90%of the populations in the region you are targeting are students,your product price will be affected positively.The second factor is product development cost.This is definitely a factor you cannot turn a blind eye to.In conclusion,the

18、 two factors are very important in the process of pricing.-25-2022-8-3Reading Activity BReading B:Task 3Reading B:Task 2Reading B:Task 1 Reading BReading BMcDonalds Pricing Strategies Product Line Pricing McDonalds has a unique pricing strategy.Their Value Meals fall into the category of product lin

19、e pricing.“Where there is a range of products or services the pricing reflects the benefits of parts of the range.”For example,a customer can order a Two Cheeseburger Value Meal that comes with a medium drink and fries for around$3(prices may vary).The customer can choose to Super Size this meal to

20、get a larger drink and more fries for a little more money or they could buy another Value Meal that might include different items at a different price.-26-2022-8-3翻译翻译Reading B Promotional Pricing Almost all McDonalds have signs and banners indicating special promotions.For example,currently the McD

21、onalds in Maine is advertising“Two Sausage McMuffins for$3”.This promotion can be seen on a large banner draped across the building on many restaurants in Maine.Promotions change weekly and may consist of different menu items packaged together.Penetration Pricing When McDonalds first began to break

22、into the coffee market,they ran a large marketing campaign in order to gain some market share in the industry.For a limited time,customers could get a free coffee every morning from 8:00-8:30 a.m.This was to promote their new coffee partnership with Green Mountain Coffee and helped spread the word t

23、hat McDonalds was now offering coffee.-27-2022-8-3翻译翻译Reading B Value Pricing“This approach is used where external factors such as a recession or increased competition force companies to provide value products and services in order to retain sales.”The most notable and recent example of this is McDo

24、nalds“Dollar Menu”.The Dollar Menu was created because McDonalds recognized that the economy was in decline and that their competition was getting fiercer.The introduction of the Dollar Menu,from which customers can buy a number of single products for only one dollar,is by far the most economical pr

25、oduct line that McDonalds has ever offered.The Dollar Menu recognizes the current economic climate and has increased the pressure on competitors.-28-2022-8-3翻译翻译-29-2022-8-3Reading B:Task 1Pricing Strategy of McDonaldsExample Product Line PricingValue MealsPromotional PricingSausage McMuffinsPenetra

26、tion Pricingfree coffeeValue PricingDollar Menu-30-2022-8-3Reading B:Task 2-31-2022-8-3Reading B:Task 3Task 3 Translate the following passage into Chinese.A business develops the pricing strategy for a product after performing a marketing analysis.Product distribution,positioning and promotional dec

27、isions are made and demand is estimated.A pricing strategy is formulated taking into consideration factors of cost,competitors and profit objectives.Possible pricing strategies include a full-price strategy,competitive pricing,discount pricing or a mix of these.对市场进行分析之后，企业会对产品进行定价，同时决定如何对对市场进行分析之后，

28、企业会对产品进行定价，同时决定如何对产品进行分销、定位和促销，并估算需求量。制定定价策略时会产品进行分销、定位和促销，并估算需求量。制定定价策略时会考虑成本、竞争对手和利润目标等因素。可能采用的定价策略包考虑成本、竞争对手和利润目标等因素。可能采用的定价策略包括全价定价法、竞争定价法、折扣定价法，或者是上述方法综合括全价定价法、竞争定价法、折扣定价法，或者是上述方法综合采用。采用。-32-2022-8-3WritingDear Mr.Black,It is my pleasure to inform you of a price decrease of Model K bikes.To cel

29、ebrate 10-year anniversary,our company will launch a promotional campaign.There will be a 15%price reduction on Model K bikes.The effective date will be from July 1,2012 to September 1,2012.Of course,you can expect the same quality and service from us.We look forward to continued cooperation with yo

30、u in the future.Sincerely yours,Caroline Johnson-33-2022-8-3ProjectThis project aims to go through the process of pricing a product.The whole task is divided into three steps.Step One is about the factors affecting the final price of a product.Step Two focuses on pricing strategies commonly used.Ste

31、p Three concerns the selection of appropriate pricing strategies in specific market situations.Please follow the Task Description to complete the project.-34-2022-8-3ProjectTask DescriptionStep One Divide the class into several small group of 4-6 students;Decide on a product youd like to do research

32、 on;Discuss the factors that will affect the final price of the product;Categorize these factors into internal and external factors.Step Two Come up with pricing strategies commonly used;Discuss what these pricing strategies are about.Step Three Discuss and decide on which of the pricing strategies

33、mentioned above will be used for the product;Summarize the discussion and report to the whole class.-35-2022-8-3Vocabulary and StructureVocabulary:Task 4Vocabulary:Task 3Vocabulary:Task 2Vocabulary:Task 1-36-2022-8-3Vocabulary&Structure:Task 1bonus sneakerdrape banner productivityenthusiast categori

34、zepremium retaincampaign-37-2022-8-3Vocabulary&Structure:Task 2enthusiasticregulationsensitivemarketersconsequentlyproductivityconsiderablenotableeconomicalleading-38-2022-8-3Vocabulary&Structure:Task 3threateningcategorizedperceive depend onadjustedpackagedfall intorecessionvolumetake into account-

35、39-2022-8-3Vocabulary&Structure:Task 4do not take into account changes in the inflation rate cleaning the sensitive skin If you want to increase profits by a large margin retain many aspects of their ancient culture why are they still keen on emerging marketsThank You!市场营销英语市场营销英语English for Sales a

36、nd Marketing-41-2022-8-3Reading A Backdrop Emerging marketAn emerging market generally refers to a developing market economy with low-to-middle per capita income.Countries in this category are usually undertaking a process of economic development and reform.Many countries in the world fall into this

37、 category.An important feature of most emerging markets is that they are in the process of moving from closed economies to more open economies.As part of this process,emerging countries generally experience rapid growth in both local and foreign investment.For foreign investors,the emerging market i

38、s an opportunity to expand its production and revenue.From the perspective of the emerging market,it gains access to new employment opportunities,transfers of skills and technology,and a source of economic growth.back-42-2022-8-3Reading A Translation在新兴市场定价在新兴市场定价产品最终价格受许多因素影响，如原材料价格、机器设备成本、员工工资、管理费

39、、场地费、广告费、促销费、员工奖金、分销费用、利润率、税费、达标费等等。这些因素可以分为两大类：内部因素和外部因素。-43-2022-8-3Reading A Translation在新兴市场定价在新兴市场定价内部因素有些因素公司可以控制，如果有必要，还可以进行调整，但快速调整一般不太可能。例如，价格很大程度上取决于生产设备的生产率（如，一定时间内的产值）。营销人员知道，提高生产率会降低单位成本，进而降低产品价格。但提高生产率可能需要对生产设备进行大规模改造，如新建厂房，或购入新机器设备，这需要时间，而且在相当长时间内不会拉低价格。-44-2022-8-3Reading A Translati

40、on在新兴市场定价在新兴市场定价外部因素定价时还要考虑外部因素，外部因素对消费品定价尤为重要。印度人是世界上对价格最为敏感的人群之一，但许多在印度经营的跨国公司却忽视了大众市场。他们的产品只针对高端消费者，因此，销售量很难保证。例如，1995年6月李维斯进军印度市场，作为世界高端品牌之一，人们都认为李维斯在印度会有很好的销量。但到了1998年年中，李维斯发现在印度已经举步维艰。李维斯牛仔服价格在2000卢比以上，青少年认为太贵，这迫使李维斯公司降低身段。1995年，耐克公司也开始在印度推广其品牌，但直到1999年4月，所有耐克品牌商品都定价在2500卢比或更高。不用说，销量平平。1999年7月

41、，为满足入门级运动爱好者的需求，耐克推出了价格999卢比的运动鞋。-45-2022-8-3Listening task 1 Script Mr.Hunter:As you know,weve just developed a new face cream.Its important we get the pricing strategy right.Emma:Yes.Thatll be critical.Whats the objective for this product?Mr.Hunter:We want to capture a large market share.Emma:Then

42、,I think wed better use penetration pricing.Well have to consider our competitorsprices,and sell the new cream cheaper.Mr.Hunter:Yes,but itll take longer to recover our production and development costs.As you know,weve invested a lot developing this particular product.Emma:Yes,I know,but it is a ver

43、y good cream.If we sell at a lower price than our competitors,we should be able to build market share quickly.Then,the large sales volume will help reduce production costs and achieve profit.Mr.Hunter:Mm!-46-2022-8-3Listening task 2 ScriptMr.Hunter:Helen,what do you think about the pricing strategy

44、of our new face cream?Helen:I think setting a low price for the cream and using a penetration pricing strategy will build market share quickly.Mr.Hunter:But consumers usually relate quality to prices.Wont they think our cream is of low quality?Helen:We can offer samples for consumers to test.I think

45、 we can convince our customers that the cream is of really good quality and exceptional value for the money.Mr.Hunter:Good!OK,so what other factors do we need to take into consideration?I suppose one factor is our target market?Helen:Yes,who are we targeting?Mr.Hunter:Middle-aged,low-income women.He

46、len:This type of consumer is sensitive to price.So we could use some psychology.You know,consumers perceive prices to be cheaper if they end in odd numbers.For example,we charge$9.99 instead of$10 or$99.95 instead of$100.Mr.Hunter:Right.We need to develop both a penetration and psychological strateg

47、y to set the price!-47-2022-8-3Listening task 3 ScriptHelen:When is the new face cream going to be launched?Mr.Hunter:Next month.Helen:In December?Mr.Hunter:Yes.Helen:December is a good time.People,especially women,are busy shopping for Christmas gifts.Mr.Hunter:Yes,thats why we chose December.Helen

48、:During this special period,perhaps we should also run a buy one,get one free promotion to help attract customers.Mr.Hunter:Mm.Promotional pricing can be effective in the introductory stage of marketing a new product but Im not sure whether the buy one,get one freestrategy is the most appropriate st

49、rategy for this.Were hoping to undercut our competitors on price so the margins wont be high.Helen:The price will either make or break our business so we need to get it right.Mr.Hunter:Yes,youre right.Good pricing strategies depend on several factors.All these factors should be taken into account.To

50、morrow well call a meeting to further discuss this issue.-48-2022-8-3Listening task 4 ScriptMr.Hunter:Hello,Jane.How are sales?Jane:Good for the first half year.Sales held steady and our profit margin stayed stable.But since last July,profits have begun to decline.Mr.Hunter:Whats the problem?Jane:I