PART THREE: DISCUSSION

　　Increasing the price of a product

　　Your company is considering whether to increase the price of a product. You have been asked for your views about it. Discuss the situation together, and decide:

　　l under what market conditions can the company increase the price of the product

　　l which aspects of the product should be considered

　　提高产品的价格

　　你们公司正在考虑是否提高某产品的价格。请你们对此事发表看法。讨论并决定：

　　l 在什么市场情况下公司可以提高该产品的价格

　　l 公司需要考虑该产品的哪些方面

　　A：When we are considering whether to increase the price of a product, I think,first of all, we should consider market conditions. There are not many brands of the same product in the market, in other words, the supply is low, so I think we can increase the price of our product.

　　B: And as the statistics of the market research show, this product is in great need. Since demand is hign, of course, we can increase the price.

　　A: That’s right. So far, the competition is not fierce, and the market is not saturated, therefore, we can increase the price of our product.

　　B: Not only market conditions should we take into account, we must also consider the brand strength of our product. Our brand is respected and well known. For this reason, more people are likely to buy our brand of product.

　　A: It’s true. Due to the strength of our brand, customers are not likely to switch to other brands if we increase the price of the product.

　　B: So we can sell our product at a higher price than our competitors. Besides, we should also consider the quality of our product. Compared with most of the products of the same category, our product is of better quality, which is shown in the survey—80% of customers are more satisfied with our product than with products of other manufacturers.

　　A: Yeah, it’s true. Our product is more durable and reliable. It seldom goes wrong. Few customers complain about our product. Therefore, we can increase the price a bit.

　　B: In addition, we should also consider the after-sales services. Our company offers a longer guarantee for this product than other companies. Base on this, I think we can increase the price of the product.

　　A: 当我们考虑怎样增涨产品的价格，我认为，首先，我们应该考虑市场状况。在市场，同一类型的产品没有许多品牌，换句话说，供给很低，因此我认为我们可以产品的价格。

　　B：而且据市场调查显示统计数据，这种商品需求量很高。因为需求增长，当然，我们可以提高价格。

　　A：是的。到目前为止，竞争不是很激烈，而且市场没有饱和，因此，我们可以提高商品价格。

　　B：不仅要考虑市场情况，我们也必须考虑产品的品牌力量。我们的品牌备受关注知名度很高，因此，许多消费者愿意购买我们的商品。

　　A：确实是这样。因为我们的品牌力量，就算我们提高产品价格消费者也不会转向别的品牌。

　　B：因此我们可以用比竞争者更高的价格销售我们的产品。此外，我们也应该考虑产品质量。跟其他同类产品相比，我们的产品具备高质量，调查显示—80%的消费者对我们的产品比对其他制造商生产出的产品更满意。

　　A：是的，这是事实。我们的产品更持可靠耐用。很少出问题。没有消费者投诉我们的产品。因此，我们可以稍微提点价。

　　B：此外，我们也应该考虑售后服务。我公司提供比竞争者更长久的服务保证。以此为基础，我认为我们可以增长产品的价格。

　　(1) Do you think brands with high equity convey a financial advantage for a company?(Why?/Why not?)

　　你认为优秀的品牌能为公司赚取更多的金钱吗?(为什么?)

　　Yes, because market share and profits margins for this company are likely to be greater.

　　(2) What are characteristics of effective brand names?

　　好的品牌名称有哪些特征?

　　Effective brand names are easy to pronounce, recognize and remember. They give buyers the correct connotation of the product’s image.

　　(3) How can brand loyalty be measured?

　　如何衡量品牌忠诚度?

　　Brand loyalty can be measured in four stages: brand awareness, brand acceptability,brand preference and brand insistence.

　　(4) What do you think are the commonly used brand strategies of companies?

　　你认为公司最常使用哪些品牌策略?

　　One is brand extension, that is the use of a popular brand name for a new product entry in any unrelated category; the other is brand licensing which means companies allow other companies to use their brand name for fee payments.

　　(5) Do you think it a problem for companies to protect their trademarks in foreign countries?(Why?/Why not?)

　　你认为公司要保护在国外的注册商标很难吗?(为什么?)

　　I think it is a problem. When a company’s trademark becomes world-known, many companies in foreign countries will counterfeit this company’s products.

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