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1、本科畢業(yè)論文外文文獻(xiàn)及譯文文獻(xiàn)、資料題目：New-ProductPricingStrategies文獻(xiàn)、資料來(lái)源：著作文獻(xiàn)、資料發(fā)表（出版）日期：2000.4-16-外文文獻(xiàn)：PrinciplesofMarketing1.New-ProductPricingStrategiesPricingstrategiesusuallychangeastheproductpassesthroughitslifecycle.Theintroductorystageisespeciallychallenging.Wecandistinguishbetweenpricingaproductt
2、hatimitatesexistingproductsandpricinganinnovativeproductthatispatentprotected.Acompanythatplanstodevelopanimitativenewproductfacesaproduct-positioningproblem.Itmustdecidewheretopositiontheproductversuspositioningstrategies.First，thecompanymightdecidetouseapremiumpricingcompetingproductsint
3、ermsofqualityandprice.Figure17.1showsfourpossiblestrategy-producingahigh-qualityproductandchargingthehighestprice.Attheotherextreme，itmightdecideonaneconomypricingstrategy-producingalower-qualityproduct，butchargingalowprice.Thesestrategiescancoexistinthesamemarketaslongasthemarketconsistso
4、fatleasttwogroupsofbuyers，thosewhoseekqualityandthosewhoseekprice.Thus，Tag-Heueroffersveryhigh-qualitysportswatchesathighprices，whereasCasiooffersdigitalwatchesatalmostthrowawayprices.Companiesbringingoutaninnovative，patent-protectedproductfacethechallengeofsettingpricesforthefirsttime.The
5、ycanchoosebetweentwostrat-egies：market-shimmingpricingandmarket-penetrationpricing.(1)Market-SkimmingPricingManycompaniesthatinventnewproductsinitiallysethighpricesto'skim'revenueslayerbylayerfromthemarket.Intelisaprimeuserofthisstrategy，calledmarket-skimmingpricing.WhenIntelfirstintroduce
6、sanewcomputerchip，itchargesthehighestpriceitcan，given，thebenefitsofthenewchipovercompetingchips.Itsetsapricethatmakesitjustworthwhileforsomesegmentsofthemarkettoadoptcomputerscontainingthechip.Asinitialsalesslowdownandascompetitorsthreatentointroducesimilarchips，Intellowersthepricetodrawin
7、thenestprice-sensitivelayerofcustomers.(2)Market-PenetrationPricingRatherthansettingahighinitialpricetoskimoffsmallbutprofitablemarketsegments，somecompaniesusemarket-penetrationpricing.Theysetalowinitialpriceinordertopenetrate-16-themarketquicklyanddeeply-toat
