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第1段
1 .<-NARRATOR:-> Now listen to part of a lecture in a business class.
请听商务课上的部分内容。
第2段
1 .<-FEMALE PROFESSOR:-> Today we'll talk about how companies determine the initial price for their products, by that I mean when they first introduce a product in the market.
今天我们要讨论一下企业是如何决定产品的最初价格的。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。
2 .There are different approaches and today we will discuss two of them.
有很多不同的定价方法，今天我们讨论其中两种。
3 .They are 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。
4 .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。
5 .Why?
为什么呢？
6 .Well, when introducing a new product, companies want to build a high-quality image for it.
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。
7 .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。
8 .So, during the early stages of the product life cycle, companies can make very high profits from consumers willing to pay more for a high-quality product, and although consumers know that prices will eventually go down, they are also willing to pay more to get the product sooner.
所以，在产品生命周期的最初阶段，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，消费者们即使知道产品价格最终会下调，还是更愿意多花些钱早点买到产品。还是更愿意多花些钱早点买到产品。
9 .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。
10 .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。
11 .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。
12 .Another very common strategy sets an initial price low.
另一种很常见的策略会将最初价格设定得较低。
13 .Now this happens when the market is already saturated 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。
14 .Say there is a newly starting computer maker trying to gain market share, so what do they do?
假设有一家新成立的电脑制造商打算进入市场参与竞争。那么他们会做些什么呢？
15 .Well, they offer a computer at an affordable price, lower than existing brands.
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。
16 .By doing this, the company appeals to new consumers who weren't probably even interested in getting a computer, and, well of course, to existing consumers who might now be tempted to switch brands.
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。当然了，也可能会吸引到某些因此想要换电脑的现有顾客。
17 .Now how does this company make profits with its low-price computer?
那么这家公司是如何通过其低价电脑获利的呢？
18 .Well, one thing that's often done is to encourage their customers to buy accessories also manufactured by them, like printers or software for example.
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，比如打印机和软件。