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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。
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