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The Right Price 正确定价

课文朗读

课文讲解

繁體中文譯本

To be successful, exporters must consider many variables before selling a product or service in a foreign market. Proper pricing is the most important and often the most perplexing consideration for companies trying to break into overseas markets.

要能成功地在海外市场售出产品或服务，出口商必须考虑到很多变量。正确定价是其中最重要的一项，而对于想开辟海外市场的公司，这通常也是最令人头痛的一项考虑。

Exporters must not only tailor prices to local market demand and the level of competition, but also assess the impact of their pricing on consumer perception and affordability in the foreign economy. If a product has sufficient brand appeal “for example, American jeans” prices can be set at the high end of the market’s ability to pay and sales will remain high.

出口商不能只针对当地市场的需求和竞争水平来定价，也必须评估这定价对于顾客认知上的冲击和国外市场的经济状况是否负担得起。如果产品的品牌知名度够响亮──譬如美国牛仔裤──把定价设在市场接受度的高标，销售仍然会很好。

Innovation is also important to successful exporting ventures. A business that is first out of the gates benefits from market skimming, setting price high, at least until the competition catches up. On the other hand, when entering a fiercely competitive market, it may be necessary to accept a short-term loss by undercutting market prices to gain a market toehold.

创新对于出口外销是否成功也很重要，新生意刚推出时因为处于市场的领先地位总能够获益──可以采高定价，至少一直维持到竞争对手赶上时为止。另一方面，若进入已经竞争剧烈的市场，或许就必须愿意削价，承受短期损失以求站稳市场。

Once all these factors have been weighed, pricing has to be evaluated in light of the company’s objectives as outlined in its export plan. In other words, if you can’t make a quick buck, are you still in for the long run?

一旦评估过所有这些因素，价格就要根据出口计划所列的目标来订它。换言之，如果无法快速地赚到钱，你可愿意长期抗战？

Vocabulary

单词发音

variable [ˋvɛrɪəb!] n. 变数; 可变因素

pricing [ˋpraɪsɪŋ] n. 定价

perplexing [pɚˋplɛksɪŋ] adj. 使人困惑的；令人费解的

tailor [ˋtelɚ] v. 修改；使合适

perception [pɚˋsɛpʃən] n. 感知，感觉

affordability [əˌfɔrdə'bɪlətɪ] n. 负担能力; 可负担性；可承受性

appeal [əˋpil] n. 吸引力，感染力

venture [ˋvɛntʃɚ] n. 风险投资; 冒险事业

market skimming  市场榨取法

fiercely [ˋfɪrslɪ] adv. 猛烈地, 厉害地

undercut [ˋʌndɚ͵kʌt] v.（比别人）廉价出售

toehold [ˋto͵hold] n.〔事业发展﹑增强的〕初步的立脚点

weigh [we] v. 考虑；权衡

in light of 按照, 根据 considering

outline [ˋaʊt͵laɪn] v. 概述; 提出…的纲要

Sentence of the Day

Without competition, it's like taking candy from a baby.

在没有竞争对手的情况下，这事易如反掌。

like taking candy from a baby 形容某事易如反掌

课文讲解

Over lunch, Steve updates Amy on his appliance company’s exporting:  年餐时，史提夫告诉爱美他自己的厨具公司出口业务情形：

A: Steve, how’s the exporting business coming along?

史提夫，最近你的出口生意怎么样？

S: Couldn’t be better. Our marginal pricing calculations show that we can price our products almost 50 percent below our competitor, so I think we’re going to make a killing!

好得很。我们运用边际定价，结果显示我们的定价几乎比对手低百分之五十，我想我们快要发一笔大财了。

A: Wow! Sales should go through the roof. Correct me if I’m mistaken, but with marginal pricing, only your out-of-pocket expenses for units to be exported – like manufacturing and shipping – are calculated into the pricing?

喔噢！那一定销售长红，要卖翻天了。不过我或许是错的，还要请你多指教，以边际定价来算，那是只计算出口单位的部份费用而已──像是制造和运送的支出吗？

S: Exactly. We assume the overhead and other fixed costs are covered by domestic operations, and we don’t factor in additional costs such as shipping insurance, tariffs, and bilingual labels.

是啊。我们认为管理费和其他固定开销是由内销部门的作业一并囊括了，所以我们并不把海运保险、税赋和双语标签这些额外支出算在内。

A: In other words, your actual cost isn’t covered by the initial market price, but you benefit from greater cash flow. But what about the risk of currency fluctuation?

换言之，你的实际支出并非完全都包含在上市定价里，但你能享受更大的现金流量。不过对于币值波动的风险你怎么处理？

S: Well, when potential importers ask for price quotes, we set our prices in domestic currency. That helps us keep our pricing consistent.

有潜在客户要求我们报价时，我们用本国货币来设定定价。这样有助于定价的一致性。

A: So, did your export plan consider not covering actual cost at first?

所以你们的出口计划当初就不考虑包含所有的实际开销？

S: Sure. We’re ready to accept a bit less now with the promise of a lot more in the long run.

是的。我们打算放长线钓大鱼。

A: Since you’re going to make a killing, I guess lunch is on you.

既然你们快要发大财了，我想午餐就算你的帐吧。

－by Howie Phung

Vocabulary

单词发音

update [ʌpˋdet] v. 为……提供（或补充）最新信息

come along 进展

marginal [ˋmɑrdʒɪn!] adj.（活动、花费、税项等）边际的，边缘的

make a killing  大走财运; 鸿运亨通

go through the roof 飞涨; 超出想象

out-of-pocket（需）现款支付的，不列入预算的

overhead [ˋovɚˋhɛd] n. 企业经常性支出﹐管理费用〈如租金﹑保险费﹑电费等〉

factor in 将……纳入、列入为重要因素（尤指作预测或计划时）

tariff [ˋtærɪf] n. 关税；税率

fluctuation [͵flʌktʃʊˋeʃən] n. 波动；变动

quote [kwot] n. 报价

Sentence of the Day

You don't want to let exporting leave you strapped for cash.

勿让出口使得你周转不灵。

strapped for cash  捉襟见肘；现金紧张