Capturing a Large Market Share
Your company has just developed a new product of cosmetics. You are asked by your manager to help develop strategies to capture a large market share for the product. Discuss the situation together, and decide:
l what should be the pricing strategy
l what should be the promotional strategy
获取大的市场份额
你们公司刚开发了一种新的化妆品。你们的经理请你们帮助出谋划策如何使该新产品获取大的市场份额。讨论并决定：
l 应该有什么样的定价策略
l 应采取什么样的促销策略
A： You see, our company has just developed a new product of cosmetics and our objective is to capture a large market share. Now it’s important to develop a right pricing strategy.
B: I think we’d better use penetration pricing. We must consider our competitors’ prices, and charge our products lower than our competitors’.
A: In that case, how can we recover costs quickly? As you know, we have invested a lot in developing this product.
B: But the competition in cosmetics is very fierce. There have existed a lot of well-known brands of cosmetics. If we sell our products at a lower price than our competitors, we can seize a large market share quickly. Then, large sales volume can help our company reduce production costs and achieve higher profits.
A: It sounds reasonable. But consumers usually relate quality to prices. Will they think our product is of low quality?
B: We can offer samples for consumers to test our product. I think we can convince our consumers that our product has good value for money.
A: All right, we’ll use penetration pricing strategy. Apart from setting the price low, we must launch an advertising campaign to capture a large market share. I think we can advertise our product on television.
B: That’s true, television advertising can reach large audiences. In addition, we can also use sales promotions such as free samples, coupons, premiums, point-of-sale displays to boost sales volume.
A: 你知道，我们公司最近开发了一种新的化妆品我们的目标是获取大量的市场份额。现在重要的是开发一个恰当的价格策略。
B：我认为我们最好使用渗透定价。我们必须考虑竞争者的价格并且确定比他们更低的价格。
A：那样的话，我们怎么才能快速回收成本呢?据你所知，我们已经为开发此项产品大量的投资。
B： 但是化妆品商品的竞争非常激烈。这里已经有许多知名品牌。如果我们用比其他竞争者低的价格来销售产品，我们可以迅速获取市场份额。然后高销售量能够有助于我们减少生产成本和获取高利润。
A： 听起来很合理。但是消费者通常会将质量与价格相结合。他们会不会认为我们的产品质量不过关呢?
B: 我们可以为消费者提供样品来试用我们的产品。我认为消费者试过之后会觉得物有所值。
A：好吧。我们将运用渗透定价策略，除了制定低价格，我们要推动一次广告运作来获取大量的市场份额。我认为我们可以在电视上做广告。
B：这个不错。大量观众会看到电视广告。此外，我们也应该使用促销手段诸如免费试用品、优惠券、赠品、设置销售点来促进大批量销售。
(1) Why do some companies set high prices for new products?
为什么有些公司给新产品制定很高的价格呢?
The purpose I think is to “skim” the best buyers from the top of the market---those willing to pay a high price.
(2) Do marketers consider customers’ psychology when setting prices?
营销商制定价格时会考虑顾客的心理吗?
Yes, marketers sometimes try to influence buyers’ perceptions of price by using certain numbers like odd or even numbers.
(3) When do you think companies will use competition-oriented pricing?
你认为公司什么时候应运动竞争导向的价格策略?
When fierce price competition exists in the market or when competing products show little difference.
(4) Are costs important in setting prices for products?(Why?/Why not?)
制定价格时成本因素很重要吗?(为什么?)
Yes, many companies such as supermarkets, department stores and discounts stores often use a cost-oriented pricing method. They calculate the price by determining a product’s total cost, additional expenses incurred in marketing a product and a profit they want to make.
(5) Should companies consider demand when setting prices for products?(Why?/Why not?)
公司制定价格时应考虑需求吗?(为什么?)
Yes, because demand influences prices, when demand is strong, price are high; and when demand is weak, prices are lower.
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