Unit 5（课件）-《跨境电商英语》同步教学（大连理工大学出版社）

Product Pricing Learning Objectives Master how to avoid common pricing mistakes. Unit 5 Master some e-commerce pricing strategies. Master how to write a proposal for price adjustment. Master how to design a tier pricing. part 1　Lead-in part 2　Reading A part 3　Listening A & Speaking A part 4　Reading B part 5　Listening B & Speaking B part 6　Writing part 7　Case Study An Overview of Product Pricing A. Read the three sentences below and highlight the important factors affecting the price according to your understanding. Then write them down in the bubbles. Price says a lot more about your brand than just the cost. Price is how you position yourself in the marketplace. Price is the value of the product to the consumer cost value brand position PartⅠ Lead-in B. Apart from the factors mentioned above, can you figure out more factors that businesses will take into consideration when pricing their products or services? Suggested answers:product quality, product uniqueness, competitors’ prices, customer demand, market supplystage in the product life cycle, the spending power of your target market, business’s objectives PartⅠ Lead-in Words & Expressions highlight [ˈhaɪlaɪt] vt. 突出；强调 position [pəˈzɪʃn] vt. 定位 marketplace [ˈmɑːkɪtpleɪs] n. 市场 take... into consideration 考虑到…… PartⅠ Lead-in E-commerce Pricing Strategies 　　Using the right pricing strategy for your e-commerce business can help scale your business up and grow your revenue and profits. Although product pricing is a difficult task, there are ways to identify the right pricing strategy that fits your business.  PartⅡ Reading A Discussion Task Before you read the passage, finish the tasks below. 1. Choose the correct definition for each pricing strategy. Pricing Strategy Definition Discount Pricing Bundle Pricing Psychological Pricing ①A technique of setting prices at a certain level where the consumer perceives the price to a sale price. The most common method is , which uses figure that ends in 9.