Chapter 7 Pricing（课件）《电子商务专业英语》（中国水利电力出版社）

An English Course for E-Commerce (The Second Edition) Chapter 7 Pricing Chapter 7 Pricing 1 电子商务专业英语 7-2 Key points: Useful terms and definitions of pricing Difficult points: Dynamic Pricing Strategies Chapter 7 Pricing 2 电子商务专业英语 7-3 Requirements: 1. The Effects of the 2Is on Pricing 2. Basic Pricing Strategies 3. Dynamic Pricing Strategies 5. 复杂定语(从句)的翻译技巧 4. Advanced Pricing Strategies Chapter 7 Pricing 3 电子商务专业英语 7-4 New Words & Expressions: individualization n. 个性化 interactivity n. 交互性 customization n. 定制 two-way communication 双向沟通 sales reps 销售代表 register v. 注册，登记 promotion n. 促销 preference n. 偏好 participate in 参加，参与 dynamic pricing 动态定价 bid n. 出价；v. 投标 distribution outlet 分销点 segment n. 细分（市场） disparate adj. 根本不同的 procure v. 采购 auction n. 拍卖 in accordance with 根据 price-discrimination strategy 价格歧视策略 7.1 The Effects of the 2Is on Pricing Chapter 7 Pricing 4 电子商务专业英语 7-5 7.1.1 The 2Is: Individualization and Interactivity The Internet enables the firm to engage in customer-specific actions—a broadcast to an audience of one. Equally important, the customer can control the degree of customization by taking action to set the level of customization he or she desires. Hence, the amount of individualization can be controlled either by the firm or by the customer. 互联网使得公司能够针对每一个具体的顾客行动——向每一个受众进行信息传播。同样重要的是，顾客能够通过设定其希望的定制水平来控制定制的程度。因此，个性化的程度可以由公司也可以由顾客来控制。 7.1 The Effects of the 2Is on Pricing Chapter 7 Pricing 5 电子商务专业英语 7-6 7.1.1 The 2Is: Individualization and Interactivity Interactivity is defined as the extent to which a two-way communication flow occurs between the firm and customers. The Internet enables a level of customer dialogue that has not previously been experienced in the history of business. 交互性是指公司与客户之间双向沟通的程度。互联网使得商业历史上从未体验过的客户对话水平得以实现。 7.1 The Effects of the 2Is on Pricing Chapter 7 Pricing 6 电子商务专业英语 7-7 7.1.2 The Effects of the 2Is on Pricing The individualization force of the Internet has affected pricing in the following manner: • By informing companies of their pricing and product desires, consumers make it easier for firms to convey prices of products in which they have an interest. • Customers can register their preferences with firms, making it easier for those firms to offer targeted, individualized pricing promotions. 互联网的个性化通过以下方式影响定价： • 消费者通过告知公司他们对定价和产品的期望，使得公司更容易传递顾客感兴趣的产品价格。 • 顾客可以向公司登记他们的偏好，使得公司更容易提供针对性的、个性化的定价促销。 7.1 The Effects of the 2Is on Pricing Chapter 7 Pricing 7 电子商务专业英语 7-8 7.1.2 The Effects of the 2Is on Pricing • Customers can more easily participate in dynamic pricing processes. Sites that practice dynamic pricing can notify customers via e-mail when their bids are no longer the highest. • The Internet offers many different distribution outlets (i.e., websites) that cater to different segments, which allows firms the flexibility to set prices specifically for the segment(s) being served by the website. • 顾客能够更容易地参加动态定价过程。当顾客的出价不再是最高时，进行动态定价的网站可以通过电子邮件通知该顾客。 • 互联网提供了许多不同的分销点（如网站）来迎合不同的细分市场，这使得公司能够为网站针对的细分市场更灵活地制定具体的价格。 7.1 The Effects of the 2Is on Pricing Chapter 7 Pricing 8 电子商务专业英语 7-9 7.1.2 The Effects of the 2Is on Pricing The interactivity force of the Internet has affected pricing by making it: • Easier to reach wider audiences. • Easier and cheaper to implement dynamic pricing strategies. • Easier and cheaper to adjust prices in accordance with demand conditions and to remain competitive with other firms. • 更容易接触更广泛的受众。 • 实施动态定价策略更容易并且成本更低。 • 更容易也更便宜地依照需求条件调整价格，并保持相对于其他公司的竞争力。 7.1 The Effects of the 2Is on Pricing Chapter 7 Pricing 9 电子商务专业英语 7-10 7.1.2 The Effects of the 2Is on Pricing •Cheaper for consumers to investigate prices. • Easier to understand and measure consumers’ reactions to price promotions. • Easier to receive customer feedback on price, understand customer willingness to pay for a product, and implement price-discrimination strategies. • 消费者查询价格的成本更低。 • 更容易理解和测度消费者对于价格促销的反映。 • 更容易接收顾客对价格的反馈，理解顾客对某一产品的支付意愿，以及实施价格歧视策略。 7.1 The Effects of the 2Is on Pricing Chapter 7 Pricing 10 电子商务专业英语 7-11 New Words & Expressions: cost plus 成本加成，成本加利润 markup n. 加价，毛利 variable cost 可变成本 fixed cost 固定成本 manufacturer n. 制造商 wholesaler n. 批发商 retailer n. 零售商 mandate n. 委托，命令，要求 prestige pricing 声望定价 premium n. 额外的费用 be concerned with 关心 balk at 畏缩，回避 first mover 先行者 frenzy pricing 疯狂定价 market clearing price 保证市场供求平衡 switching cost 转移成本，转换成本 的价格 loss-leader n. 为招徕顾客而亏本销售的 portfolio n. 投资组合 商品 patronize vt. 光顾，惠顾 staple n. 主要产品，销路稳定的商品， 常用品 7.2 Basic Pricing Strategies Chapter 7 Pricing 11 电子商务专业英语 7-12 7.2.1 Cost Plus This basic pricing strategy involves simply adding a fixed markup to the product cost. This markup is added to the firm’s total or variable costs. 成本加价这个基本的定价策略是指在产品成本上增加一个固定的加价。这个加价增加到公司的总成本或可变成本上。 7.2 Basic Pricing Strategies Chapter 7 Pricing 12 电子商务专业英语 7-13 7.2.2 Brand Pricing Pricing strategists have argued that buyers feel a sense of prestige when they purchase and consume a high-priced product. More realistically, the customer derives that sense of prestige from the implicit value and image that is conveyed by owning the good. This value is typically associated with the perceived value of the brand. 定价专家认为，当买主购买并消费高价产品时会感到有声望。实际上，顾客的声望感来自于拥有商品所传递的隐含价值和形象。这种价值通常与品牌的感知价值相关。 7.2 Basic Pricing Strategies Chapter 7 Pricing 13 电子商务专业英语 7-14 7.2.2 Brand Pricing The brand value associated with prestige pricing is the result of the concerted efforts of the firm to create a high-end brand. The firm has often invested significantly in building its brand in hopes that there will be a customer market that values the brand and will pay for it. 与声望定价相关的品牌价值是公司努力创造高端品牌的结果。公司通常投入巨资创建品牌，以期能够得到看重该品牌并愿意为该品牌付费的客户市场。 7.2 Basic Pricing Strategies Chapter 7 Pricing 14 电子商务专业英语 7-15 7.2.3 Promotions Pricing Stores and manufacturers often significantly decrease prices for the following reasons: (1) Trial. (2) Benefits of Rapid Acceptance. (3) Switching Costs. (4) Loss Leaders. 商店和制造商通常会基于如下原因大幅度降低价格： （1）试用 （2）快速接受的利益 （3）转移成本 （4）亏本出售 7.2 Basic Pricing Strategies Chapter 7 Pricing 15 电子商务专业英语 7-16 New Words & Expressions: fluid adj. 流动的, 可改变的 menu cost 菜单成本 reserve price （拍卖时的）保留价格 request for proposal 投标申请书 request for quotation 报价邀请函 reverse auction 反向拍卖，逆向拍卖 derivative adj. 派生的；n. 派生物 variant n. 变体；adj. 不同的 revenue n. 收入，收益 spread n. 进出差价 exchanges n. 交易市场 prospective adj. 未来的，预期的 anonymous adj. 匿名的 7.3 Dynamic Pricing Strategies Chapter 7 Pricing 16 电子商务专业英语 7-17 Dynamic pricing is one of the most significant contributions the Internet and the 2Is have made to pricing strategy. Dynamic pricing is a pricing environment in which prices are not set but are fluid. The Internet has enhanced the attractiveness of dynamic pricing in two primary ways: • Decreased menu costs. • Interactivity. 动态定价是互联网和2Is对定价策略最重要的贡献之一。动态定价是一种定价环境，在这种定价环境中价格不是预先定好而是动态变化的。互联网通过两种主要的方式来提升动态定价的吸引力： • 降低菜单成本。 • 交互性。 7.3 Dynamic Pricing Strategies Chapter 7 Pricing 17 电子商务专业英语 7-18 7.3.1 English Auctions English auctions are the most common auction type. Also known as ascending or oral auctions, English auctions are open auctions in which buyers successively raise their bids until only one buyer remains. 英式拍卖是最常见的拍卖类型。英式拍卖也被称为递增式拍卖或口头拍卖，英式拍卖是公开式拍卖，在拍卖中买主相继提高出价直到剩下一家买主。 7.3 Dynamic Pricing Strategies Chapter 7 Pricing 18 电子商务专业英语 7-19 7.3.1 English Auctions English auctions can occur in person or via the Internet, proprietary data network, or phone. In many instances, the product seller can maintain a reserve price; if the final bid does not equal or exceed the reserve price, the item is not sold. Depending on the auction structure, this reserve price is either known or unknown to bidders. 英式拍卖可通过现场、互联网、专有数据网络或电话来进行。在许多情形下，产品卖家定一个保留价格，如果最后的出价没有达到或超过保留价格，产品就不会出售。竞标人是否知道这个保留价格取决于拍卖模式。 7.3 Dynamic Pricing Strategies Chapter 7 Pricing 19 电子商务专业英语 7-20 7.3.2 Reverse-Price English Auctions Many auction sites—B2B sites, in particular—use reverse-price auctions to help firms save on supply costs. On these sites, firms often submit a request for proposal (RFP) or request for quotation (RFQ) to initiate a supply auction. The auction winner is the firm that provides the lowest bid to supply the requested goods or services. 许多拍卖站点，尤其是B2B站点，利用逆向出价拍卖来帮助公司节省供应成本。在这些站点中，公司通常提交一个招标书（RFP）或者询价单（RFQ）来启动一个供应拍卖。拍卖的赢家是以最低出价供应所需商品或服务的公司。 7.3 Dynamic Pricing Strategies Chapter 7 Pricing 20 电子商务专业英语 7-21 7.3.3 Dutch Auctions There is a difference between how economists and eBay define a Dutch auction, which gets its name from the process by which flowers have been sold in the Netherlands for the last century. Typically, at Dutch flower auctions, an auctioneer will start by announcing a high price for the product and then begin to slowly decrease the product price until a bidder accepts the price. 经济学家和eBay对荷兰式拍卖的界定是不同的。荷兰式拍卖的名字来源于上个世纪荷兰花卉的销售过程。通常，在荷兰花卉拍卖市场，拍卖者开始为产品公布一个高价，然后慢慢降低产品价格直到竞价者接受该价格。 7.3 Dynamic Pricing Strategies Chapter 7 Pricing 21 电子商务专业英语 7-22 7.3.3 Dutch Auctions On eBay, Dutch auction refers to a special auction format in which a seller sells multiple identical items. The seller specifies the minimum price (the starting bid) and the number of items available. Buyers bid at or above that minimum price for the quantity they are interested in purchasing. At the close of the auction, the highest bidders purchase the items at the price offered by the lowest winning bidder. This derivative of Dutch auctions is called a new-economy Dutch auction. 在eBay ，荷兰式拍卖是指一种特殊的拍卖形式。在这种拍卖中，卖主出售多件完全相同的商品。卖主设定最低价格（起价）以及出售的商品数量。买主以该最低价格或高于该最低价格的出价指定要购买的数量。在拍卖结束时，出价最高的竞价人以获胜竞价人的最低出价购得商品。荷兰式拍卖的这种派生被称为新经济荷兰式拍卖。 7.3 Dynamic Pricing Strategies Chapter 7 Pricing 22 电子商务专业英语 7-23 7.3.4 First-Price Sealed-Bid Auctions This is a very straightforward type of auction. Sellers offer a good for buyers to evaluate and consider bidding on. Potential buyers have the option to submit one sealed bid for the product by a specified time. One implication of this auction is that since the bidding is sealed, buyers do not know the amount of competing bids. After the deadline, the product is sold to the highest bidder. 这是一个非常直接的拍卖类型。卖主提供商品给买主，买主对商品进行评估并决定是否竞价。潜在的买主在指定时间之前可以对产品提交一个密封的出价。这种拍卖的含意是，由于出价是密封的，买主不知道其它的出价。到了截止时间，产品被出售给出价最高的竞价者。 7.3 Dynamic Pricing Strategies Chapter 7 Pricing 23 电子商务专业英语 7-24 7.3.5 Reverse First- Price Sealed-Bid Auctions In a similar fashion, firms can use reverse first-price sealed-bid auctions to purchase goods. The U.S. government often uses this auction method to procure supplies. A federal agency will post an RFP or RFQ on which potential suppliers can bid. Suppliers can submit only one sealed bid to fulfill the supply request; they do not know the prices that other bidders have submitted. At the end of the auction, the federal agency awards the contract to the lowest bidder. 以类似的方式，公司可以使用反向出价第一价格密封式拍卖来购买商品。美国政府通常使用这种拍卖方式采购商品。联邦机构张贴RFP或RFQ，潜在供应商可以竞标。供应商只能提交一个密封出价来满足供应需求；他们不知道其他竞价人提交的价格。在拍卖结束之时，联邦机构将合同交给要价最低的竞价人。 7.3 Dynamic Pricing Strategies Chapter 7 Pricing 24 电子商务专业英语 7-25 7.3.6 Exchanges Electronic exchanges are marketplaces that have arisen to bring buyers and sellers together. Typically, an electronic exchange acts as the middleman for a sale, and collects a percentage of the total sale price. 电子交易所是将买主和卖主聚集在一起而兴起的市场。通常，电子交易所担当着销售中间商的角色，并且按总销售价格的一定比例收取佣金。 7.3 Dynamic Pricing Strategies Chapter 7 Pricing 25 电子商务专业英语 7-26 7.3.6 Exchanges Exchanges serve as a meeting ground where sellers can post goods that they have for sale for a set time period. During this time period, prospective buyers can submit product bids. In a similar fashion, prospective buyers can post a request for a specific product. During a fixed time period, potential suppliers can post bids to supply the product. 交易所是聚集买主和卖主的场所，在这里，卖主在特定的时间段内公布自己要出售的商品，在这段时间里，潜在买主可提交产品出价。类似的情形，潜在买主可公布自己对特定产品的需求，在一个固定的时间段里，潜在供应商可以提交要价来供应商品。 7.3 Dynamic Pricing Strategies Chapter 7 Pricing 26 电子商务专业英语 7-27 New Words & Expressions: bundling n. 捆绑 incentive n. 动机，刺激，鼓励 think of…as… 把…看作… due to 由于，应归于 pure bundling 纯捆绑 opt vi. 选择, 抉择 mixed bundling 混合捆绑 risk-averse adj. 不愿承担风险的 marketing strategy 营销策略 in terms of 在...方面 package vt. 打包 accuse v. 指责，控告 revolutionize vt. 使革命化，彻底改革 gouge v. 欺诈 broadband n. 宽带 adverse adj. 方向相反的, 敌对的, friction n. 摩擦，矛盾, 冲突 不利的 fungible adj. 代替的；n. 代替物 publicity n. 名声，宣传，广告， frantically adv. 狂暴地, 疯狂似地 推销 marginal cost 边际成本 verification n. 证实，证据，确 认，确定 7.4 Advanced Pricing Strategies Chapter 7 Pricing 27 电子商务专业英语 7-28 7.4.1 Bundling There are two primary types of bundling strategies: pure bundling and mixed bundling. Pure bundling occurs when a firm offers its products only as part of a bundle. Mixed bundling is a popular marketing strategy that involves selling goods both individually and in bundles. 捆绑策略有两种主要类型：纯捆绑与混合捆绑。纯捆绑是指公司提供的产品只能捆绑出售。混合捆绑是一个流行的营销策略，它是指商品既可以单卖也可以捆绑出售。 7.4 Advanced Pricing Strategies Chapter 7 Pricing 28 电子商务专业英语 7-29 7.4.1 Bundling The Internet has made bundling a more attractive pricing/product strategy for the following reasons: • Internet content is easier to package. • There is low friction between consumers and firms on the Internet. • Online content is a fungible product, and the costs associated with adding new customers are low. 互联网使捆绑成为更有吸引力的定价／产品策略，原因在于： • 互联网上的内容更易于组合。 • 在互联网上消费者和公司间的摩擦很小 • 在线内容是一种替代产品，而且增加新客户的成本很低。 7.4 Advanced Pricing Strategies Chapter 7 Pricing 29 电子商务专业英语 7-30 7.4.2 Frenzy Pricing Firms often implement pricing schemes that result in significant excess demand due to low prices. This can occur for a variety of reasons: • Fairness pricing. • Demand uncertainty. • Marketing. • Signal of quality. • Efficient selling method. 公司常常实施低价定价计划而导致过量需求。这种定价方式的产生基于多种原因： • 公平定价。 • 需求不确定性。 • 营销。 • 质量的信号。 • 高效的推销方法。 7.4 Advanced Pricing Strategies Chapter 7 Pricing 30 电子商务专业英语 7-31 三、解环法 这种方法适用于翻译“连环式”后置定语或定语从句，也就是当原文中的一个中心词(组)被若干个定语(从句)一环扣一环地修饰时，可先将中心词(组)译出，或把中心词(组)与靠近它的一个或两个后置定语(从句)译成汉语偏正词组，然后顺着“修饰环”依次翻译其余成分。例如： A flight simulator is a perfect example of programs that create a virtual reality, or computer-generated “reality” in which the user dose not merely watch but is able to actually participate. 译文：飞行模拟器是创造虚拟现实的程序的一个完美例子，或者也可以叫它计算机生成的“现实”，在这个“现实”中，用户不仅能看，而且能实际参与。 (比较：飞行模拟器是创造虚拟现实，或者也可以叫它计算机生成的，用户不仅能看，而且能实际参与的“现实”的程序的一个完美例子。) 复杂定语(从句)的翻译技巧之二 Chapter 7 Pricing 31 电子商务专业英语 7-32 四、句子结构调整法 有时，原文句中一个中心词带有若干修饰成分，但它们既不是纯“并列”头系，也不是规则的“连环”关系，而是“并列”中有“连环”(例1)，或“连环”中含不规则“修饰环”(例2)；或者句中各有一个分别被“连环式”定语和“并列式”定语所修饰的中心词(例3)；或者中心词的定语从句本身又含有其他修饰成分(例4)。由于这类句子所含的修饰关系比较复杂，很难纳入上述几种译法予以表达，此时就应该根据上下文的逻辑关系，调整句子结构。常用的方法是：“化整为零”，将带有多重定语(从句)的长句拆译成若干汉语短句，然后按汉语表达习惯组织译文句子。 复杂定语(从句)的翻译技巧之二 Chapter 7 Pricing 32 电子商务专业英语 7-33 四、句子结构调整法 例1. An operating system is a master control program, permanently stored in memory, that interprets user commands requesting various kind of service, such as display, print, or copy a data file, list all files in a directory, or execute a particular program. 译文：操作系统是主控程序，永久地驻留在内存中，它理解用户的各种指令：如显示、打印文件，将目录中所有文件列表，或者执行一个特殊的程序。 (比较：操作系统是永久地驻留在内存中的；理解用户的各种指令：如显示、打印文件，将目录中所有文件列表，或者执行一个特殊的程序主控程序。) 复杂定语(从句)的翻译技巧之二 Chapter 7 Pricing 33 电子商务专业英语 7-34 四、句子结构调整法 例2. The users of such a system control the process by means of a program, which is a set of instruction that specify the operation, operands, and the sequence by which processing has to occur. 译文：该系统用户通过程序控制处理过程，所谓程序是一套指定操作、操作数和处理序列的指令集。(比较：该系统用户通过一套指定操作、操作数和处理序列的指令集即程序控制处理过程。) 复杂定语(从句)的翻译技巧之二 Chapter 7 Pricing 34 电子商务专业英语 7-35 四、句子结构调整法 例3. Indeed, today's products -- most of all, the latest in speech recognition – are a roll-out of technologies that have been percolating for years and that are based on an understanding of speech that has taken several decades to accumulate. 译文：的确，今日的产品，尤其是语音识别方面最新的产品，是过去多年技术渗透的延伸，也是基于几十年来对语音理解的结果。 (比较：的确，今日的产品，尤其是语音识别方面最新的产品，是过去多年的渗透和基于几十年来对语音理解的积累的技术延伸。) 复杂定语(从句)的翻译技巧之二 Chapter 7 Pricing 35 电子商务专业英语 7-36 四、句子结构调整法 例4. The computer family, in computer science, is a term commonly used to indicate a group of computers that are built around the same microprocessor or around a series of related microprocessors, and that share significant design feature. 译文：在计算机科学中，计算机系列是常用的一个术语，通常指一组用相同的或者一系列相关的微处理器制造的计算机。 (比较：在计算机科学中，计算机系列是一个常用来指一组用相同的或者一系列相关的微处理器制造的计算机的术语。) 复杂定语(从句)的翻译技巧之二 Chapter 7 Pricing 36 $$