Is the price right? Strategies for new introductions

Rob Docters; Raul Katz; Jerry Bernstein; Bert Schefers

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Is the price right? Strategies for new introductions

机译：价格合适吗？新引进的策略

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When a company has a product or service ready for market, two factors determine the success of an introductory pricing plan: knowledge'and timing. By its nature, a new product is unfamiliar to potential buyers, and the burden is on the seller to familiarize the buyer. Yet many sellers persist in using introductory price schemes which ignore that advantage. Too many companies use the two-step "discounted trial followed by full price" approach but there is a better way.

机译：当一家公司准备将产品或服务推向市场时，有两个因素决定了介绍性定价计划的成功：知识和时机。从本质上讲，新产品不适合潜在的购买者，因此要使购买者熟悉购买者的负担就很大。但是，许多卖家坚持使用介绍性价格方案，而忽略了这一优势。太多的公司使用两步“先打折再打全价”的方法，但是有更好的方法。

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来源
《Journal of business strategy》 |2010年第3期|29-371|共10页
作者
Rob Docters; Raul Katz; Jerry Bernstein; Bert Schefers;
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作者单位

Abbey Road Associates, New Canaan, Connecticut, USA;

Abbey Road Associates, New Canaan, Connecticut, USA;

Abbey Road Associates, New Canaan, Connecticut, USA;

Abbey Road Associates, New Canaan, Connecticut, USA;

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原文格式 PDF
正文语种 eng
中图分类
关键词
pricing; new products; relationship marketing; computer software; pricing policy; consumer behaviour;

机译：价钱;新产品;关系营销;计算机软件;定价政策;消费者行为;

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Is the price right? Strategies for new introductions

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