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Using the points and examples from the lecture, explain the two pricing strategies described by the professor.
請用課上的觀點和例子解釋教授描述的兩種定價策略。
Now listen to part of a lecture in a business class.
請聽商務課上的部分內容。
Today we'll talk about how companies determine the initial prices for their products.
今天我們要討論一下企業是如何決定產品的最初價格的。
Uh, by that I mean when they first introduce the products in the market.
我在這里指的是他們最開始把產品投入市場時所定的價格。
There're different approaches and today we'll discuss two of them.
有很多不同的定價方法，今天我們討論其中兩種。
They're quite different, each with their own advantages.
這兩種定價策略差別很大，每種都有自己的優勢。
One approach, or strategy, sets the initial price of the product high followed by a lower price at a later stage.
第一種方法或策略會把產品的最初價格設定得比較高，但在稍后的階段價格會有所下降。
Why? Well, when introducing a new product, companies want to build a high quality image for it.
為什么呢？在介紹一種新產品時，企業希望為其建立一個高質量的形象。
Products that cost more are believed to be of higher quality.
因為人們普遍相信越貴的產品質量就越好。
So, during the early stages of the product's life cycle,
所以，在產品生命周期的最初階段，
companies can make very high profits from consumer's willing to pay more for a high quality product,
企業能從愿意花更多的錢買到高質量產品的消費者那里獲得高額利潤，
and although consumers know that price will eventually go down,
消費者們即使知道產品價格最終會下調，
they're also willing to pay more to get the product sooner.
還是更愿意多花些錢早點買到產品。
This approach works very well with, oh, innovative high-tech products, for example.
這種方法用在創新性高科技產品上效果非常好。
Now just think about when video recorders or video cameras or even cell phones first came out.
回想一下當初錄像機或攝像機，甚至手機剛面市時候的情況。
They were very expensive. But then they became much more accessible.
剛開始時它們的價格非常昂貴，但不久之后也變得實惠多了。
Another very common strategy sets the initial price low.
另一種很常見的策略會將最初價格設定得較低。
Now this happens when the market is already saturates with the product and the strategy is to undercut its competitors.
這種策略往往運用在該產品市場已經飽和的情況下，而這個策略就是要索價低于競爭者。
Say, there's a newly starting computer maker trying to gain market share.
假設有一家新成立的電腦制造商打算進入市場參與競爭。
So what did they do? Well, they offered a computer at an affordable price, lower than existing brands.
那么他們會做些什么呢？他們會以一個實惠的價格推出一種電腦，這個價格比其他品牌產品的價格要低一些。
By doing this, the company appeals to new consumers who weren't probably even interested in getting a computer.
通過這種做法，這家公司能夠吸引到那些以前可能甚至對購買電腦沒有興趣的新顧客。
And, well, of course, to existing consumers who might now be tempted to switch brands.
當然了，也可能會吸引到某些因此想要換電腦的現有顧客。
Now how does this company make profits with its low-priced computers?
那么這家公司是如何通過其低價電腦獲利的呢？
Well, one thing that's often done is to encourage their customers to buy accessories also manufactured by them,
他們通常會采取的一個做法是鼓勵顧客購買他們生產的配件，
like printers or software, for example.
比如打印機和軟件。
