托福口语练习 两种定价策略（在线收听）

Using the points and examples from the lecture, explain the two pricing strategies described by the professor.

请用课上的观点和例子解释教授描述的两种定价策略。

Now listen to part of a lecture in a business class.

请听商务课上的部分内容。

Today we'll talk about how companies determine the initial prices for their products.

今天我们要讨论一下企业是如何决定产品的最初价格的。

Uh, by that I mean when they first introduce the products in the market.

我在这里指的是他们最开始把产品投入市场时所定的价格。

There're different approaches and today we'll discuss two of them.

有很多不同的定价方法，今天我们讨论其中两种。

They're quite different, each with their own advantages.

这两种定价策略差别很大，每种都有自己的优势。

One approach, or strategy, sets the initial price of the product high followed by a lower price at a later stage.

第一种方法或策略会把产品的最初价格设定得比较高，但在稍后的阶段价格会有所下降。

Why? Well, when introducing a new product, companies want to build a high quality image for it.

为什么呢？在介绍一种新产品时，企业希望为其建立一个高质量的形象。

Products that cost more are believed to be of higher quality.

因为人们普遍相信越贵的产品质量就越好。

So, during the early stages of the product's life cycle,

所以，在产品生命周期的最初阶段，

companies can make very high profits from consumer's willing to pay more for a high quality product,

企业能从愿意花更多的钱买到高质量产品的消费者那里获得高额利润，

and although consumers know that price will eventually go down,

消费者们即使知道产品价格最终会下调，

they're also willing to pay more to get the product sooner.

还是更愿意多花些钱早点买到产品。

This approach works very well with, oh, innovative high-tech products, for example.

这种方法用在创新性高科技产品上效果非常好。

Now just think about when video recorders or video cameras or even cell phones first came out.

回想一下当初录像机或摄像机，甚至手机刚面市时候的情况。

They were very expensive. But then they became much more accessible.

刚开始时它们的价格非常昂贵，但不久之后也变得实惠多了。

Another very common strategy sets the initial price low.

另一种很常见的策略会将最初价格设定得较低。

Now this happens when the market is already saturates with the product and the strategy is to undercut its competitors.

这种策略往往运用在该产品市场已经饱和的情况下，而这个策略就是要索价低于竞争者。

Say, there's a newly starting computer maker trying to gain market share.

假设有一家新成立的电脑制造商打算进入市场参与竞争。

So what did they do? Well, they offered a computer at an affordable price, lower than existing brands.

那么他们会做些什么呢？他们会以一个实惠的价格推出一种电脑，这个价格比其他品牌产品的价格要低一些。

By doing this, the company appeals to new consumers who weren't probably even interested in getting a computer.

通过这种做法，这家公司能够吸引到那些以前可能甚至对购买电脑没有兴趣的新顾客。

And, well, of course, to existing consumers who might now be tempted to switch brands.

当然了，也可能会吸引到某些因此想要换电脑的现有顾客。

Now how does this company make profits with its low-priced computers?

那么这家公司是如何通过其低价电脑获利的呢？

Well, one thing that's often done is to encourage their customers to buy accessories also manufactured by them,

他们通常会采取的一个做法是鼓励顾客购买他们生产的配件，

like printers or software, for example.

比如打印机和软件。