市场营销原理外文翻译外文文献翻译(编辑修改稿)

市场营销原理外文翻译外文文献翻译(编辑修改稿)内容摘要：

ll finals tickets are available to people willing to buy them bundled with a supersonic Concorde flight. 3. PriceAdjustment Strategies 6 Companies usually adjust their basic prices to account for various customer differences and changing situations. Seven priceadjustment strategics： discount and allowance pricing， segmented pricing ， psychological pricing ， promotional pricing ， value pricing， geographical pricing and international pricing. (1) Discount and Allowance Pricing Most panies adjust their basic price to reward customers for certain responses， such as early payment of bills， volume purchases and offseason buying. These price adjustments called discounts and allowances can take many forms. A cash discount is a price reduction to buyers who pay their bills promptly， Atypical example is 39。 2/10， 3039。 . which means that although payment is due within 30 days， the buyer can deduct 2 per cent if the hill is paid within 10 days. The discount must be granted to all buyers meeting these terms. Such discounts are customary in many industries and help to improve the sellers39。 cash situation and reduce bad debts and creditcollection costs. A quantity discount is a price reduction to buyers who buy large volumes. Atypical example might be 39。 K10 per unit for less than 100 units， $9 per unit for 100or more units39。 . Wine merchants often give 39。 twelve for the price of eleven39。 andMakro， the trade warehouse， automatically gives discounts on any product bought in bulk. Discounts provide an incentive to the customer to buy more from one given seller， rather than from many different sources. A quantity premium is sometimes charged to people buying higher volumes. In Japan it often costs more per item to buy a twelvepack of beer or sushi than smaller quantities because the larger packs are more gift able and therefore less price sensitive. Quantity surcharges can also oecur when die product being bought is in short supply or in sets for example， several seats together at a 39。 soldout39。 rock concert or sports event and some small restaurants charge a premium to large groups. Similarly， in buying antiques， it costs more to buy six plete place settings of cutlery than a single item. In this case the price will continue toincrease with volume， eight place settings costing more than six， and twelve place settings costing more than eight. Quantity premiums are more mon than people imagine， and that is why they work. Consumers expect prices to deerease with volume and so do not check unit prices. This allows retailers to slip in highmargin items. Quantity surcharge increases with the variety and plexity of pack sizes and， in some markets， over 30 per cent of ranges include some 7 quantity surcharging. A trade discount (also called a functional discount) is offered by the seller to trade channel members that perform certain functions， such as selling， storing and record keeping. Manufacturers may offer different functional discounts to different trade channels because of the varying services they perform， but manufacturers must offer the same functional discounts within each trade channel. A seasonal discount is a price discount to buyers who buy merchandise orservices out of season. For example， lawn and garden equipment manufacturers will offer seasonal discounts to retailers during the autumn and winter to encourage early ordering in anticipation of the heavy spring and summer selling seasons. Hotels,motels and airlines will offer seasonal discounts in their slower selling periods. Seasonal discounts allow the seller to keep production steady during the entire year. Allowances are another type of reduction from the list price. For example， tradein allowances are price reductions given for turning in an old item when buying a new one. Tradein allowances are most mon in the car industry， but are also given for othe rdurable goods. Promotional allowances are payments or price reductions to reward dealers for participating in advertising and salessupport programmes. (2) Segmented Pricing Companies will often adjust their basic prices to allow for differences in customers， products and locations. In segmented pricing， the pany sells aproduct or service at two or more prices， even though the difference in prices is not based on differences in costs. Segmented pricing takes several forms： * Customersegment pricing. Different customers pay different prices for thesame product or service. Museums， for example， will charge a lower admission for young people， the unwaged， students and senior citizens. Inmany parts of the world， tourists pay more to see museums， shows andnational monuments than do locals. * Productform pricing. Diff。