PAGE-16-本科毕业论文外文文献及译文文献、资料题目：New-ProductPricingStrategies文献、资料来源：著作文献、资料发表（出版）日期：2000.4外文文献：PrinciplesofMarketing1.New-ProductPricingStrategiesPricingstrategiesusuallychangeastheproductpassesthroughitslifecycle.Theintroductorystageisespeciallychallenging.Wecandistinguishbetweenpricingaproductthatimitatesexistingproductsandpricinganinnovativeproductthatispatentprotected.Acompanythatplanstodevelopanimitativenewproductfacesaproduct-positioningproblem.Itmustdecidewheretopositiontheproductversuspositioningstrategies.First，thecompanymightdecidetouseapremiumpricingcompetingproductsintermsofqualityandprice.Figure17.1showsfourpossiblestrategy-producingahigh-qualityproductandchargingthehighestprice.Attheotherextreme，itmightdecideonaneconomypricingstrategy-producingalower-qualityproduct，butchargingalowprice.Thesestrategiescancoexistinthesamemarketaslongasthemarketconsistsofatleasttwogroupsofbuyers，thosewhoseekqualityandthosewhoseekprice.Thus，Tag-Heueroffersveryhigh-qualitysportswatchesathighprices，whereasCasiooffersdigitalwatchesatalmostthrowawayprices.Companiesbringingoutaninnovative，patent-protectedproductfacethechallengeofsettingpricesforthefirsttime.Theycanchoosebetweentwostrat-egies：market-shimmingpricingandmarket-penetrationpricing.(1)Market-SkimmingPricingManycompaniesthatinventnewproductsinitiallysethighpricesto'skim'revenueslayerbylayerfromthemarket.Intelisaprimeuserofthisstrategy，calledmarket-skimmingpricing.WhenIntelfirstintroducesanewcomputerchip，itchargesthehighestpriceitcan，given，thebenefitsofthenewchipovercompetingchips.Itsetsapricethatmakesitjustworthwhileforsomesegmentsofthemarkettoadoptcomputerscontainingthechip.Asinitialsalesslowdownandascompetitorsthreatentointroducesimilarchips，Intellowersthepricetodrawinthenestprice-sensitivelayerofcustomers.(2)Market-PenetrationPricingRatherthansettingahighinitialpricetoskimoffsmallbutprofitablemarketsegments，somecompaniesusemarket-penetrationpricing.Theysetalowinitialpriceinordertop