Price, place and promotion · 价格、渠道和促销
| English | 中文 | Pinyin · 拼音 |
|---|---|---|
| cost-plus/kɒst plʌs/ | 成本加成 | chéng běn jiā chéng |
| penetration/ˌpenɪˈtreɪʃn/ | 渗透定价 | shèn tòu dìng jià |
| skimming/ˈskɪmɪŋ/ | 撇脂定价 | piē zhī dìng jià |
| competitive/kəmˈpetɪtɪv/ | 竞争性定价 | jìng zhēng xìng dìng jià |
| psychological/saɪkəˈlɒdʒɪkl/ | 心理定价 | xīn lǐ dìng jià |
| distribution/ˌdɪstrɪˈbjuːʃn/ | 分销 | fēn xiāo |
| wholesalers/ˈhəʊlseɪləz/ | 批发商 | pī fā shāng |
| channel/ˈtʃænl/ | 渠道 | qú dào |
| above-the-line/əˈbʌv ðə laɪn/ | 线上广告 | xiàn shàng guǎng gào |
| below-the-line/bɪˈləʊ ðə laɪn/ | 线下促销 | xiàn xià cù xiāo |
| sales promotions/seɪlz prəˈməʊʃnz/ | 销售促进 | xiāo shòu cù jìn |
Getting it to the customer at the right price
- A product is ready — now, what price, sold where, promoted how? Three of the four Ps decide whether it sells.
- Each must fit the product, the market and the others.
以正确的价格把它送到顾客手中
- 一个产品准备好了——现在,什么价格、在哪里卖、如何促销?四个 P 中的三个决定它是否卖出去。
- 每一个都必须适合产品、市场和其他的。
Marketing mix lab · 营销组合实验室
See which part of the marketing mix changes in each real decision. · 查看每个实际决策中营销组合的哪一部分发生变化。
Setting a low price to win market share quickly is: · 设定低价以快速赢得市场份额是：
Penetration pricing uses a low price to gain share. · 渗透定价利用低价来获取市场份额。
Launching at a high price for keen early buyers, then lowering it, is: · 针对早期热情买家推出高价，随后降低价格的做法是：
Price skimming targets early adopters first. · 价格撇脂首先针对早期采用者。
Adding a fixed profit margin to the unit cost is ______-plus pricing. · 在单位成本上加上固定利润边际是______加成定价。
Cost-plus pricing adds a margin to cost. · 成本加成定价在成本基础上增加边际。
Price strategies
- Cost-plus 成本加成: add a margin to cost. Penetration 渗透定价: low price to win share.
- Skimming 撇脂定价: high launch price for keen early buyers. Competitive 竞争性定价 and psychological 心理定价 pricing.
Penetration pricing starts low to win share; skimming starts high then falls over time
The same price fall raises quantity a lot when demand is elastic, little when inelastic
价格策略
- 成本加成(cost-plus):在成本上加一个利润。渗透(penetration):低价以赢得份额。
- 撇脂(skimming):高的推出价格给热切的早期买家。竞争性(competitive)和心理(psychological)定价。
渗透定价从低开始以赢得份额;撇脂定价从高开始,然后随时间下降
当需求弹性时,同样的价格下降使数量上升很多;当非弹性时上升很少
In the marketing mix, "place" refers to: · 在营销组合中，“渠道”指的是：
Place is the distribution channel. · 渠道即分销渠道。
Place (distribution 分销)
- Place is how the product reaches the customer: shops, wholesalers 批发商, or direct/online.
- A shorter channel 渠道 gives more control; a longer one gives wider reach.
A short channel sells direct for more control; a longer channel adds wholesalers and retailers to reach more buyers
地点(分销)
- 地点是产品如何到达顾客:商店、批发商,或直接/在线。
- 一个更短的渠道给更多控制;一个更长的给更广的触及。
一个短渠道直接销售以获得更多控制;一个更长的渠道加入批发商和零售商以触及更多买家
Above-the-line promotion uses paid mass media such as TV adverts. · 线上宣传使用付费大众媒体，如电视广告。
Above-the-line = mass media; below-the-line = targeted methods. · 线上宣传=大众媒体；线下宣传=定向方法。
Promotion
- Above-the-line 线上广告: paid mass media (TV, online ads) — wide reach.
- Below-the-line 线下促销: targeted methods (sales promotions 销售促进, direct mail, sponsorship, social media).
Worked example. A new phone uses skimming (high launch price), sells direct online for control, and promotes with social-media influencers (below-the-line) — a mix tuned to tech-keen early adopters.
促销
- 线上(above-the-line):付费的大众媒体(电视、在线广告)——广泛的触及。
- 线下(below-the-line):有针对性的方法(销售促销、直邮、赞助、社交媒体)。
例题。 一部新手机用撇脂(高的推出价格)、为控制直接在线卖,并用社交媒体网红促销(线下)——一个为热衷科技的早期采用者调整的组合。
You've got it
- price strategies: cost-plus, penetration, skimming, competitive, psychological
- place = the distribution channel (direct vs through intermediaries)
- promotion: above-the-line (mass media) vs below-the-line (targeted)
你掌握了
- 价格策略:成本加成、渗透、撇脂、竞争性、心理
- 地点 = 分销渠道(直接对通过中间商)
- 促销:线上(大众媒体)对线下(有针对性)