workplace english – setting a retail price

商务英语──讨论产品定价

mae is a product executive. her company is about to launch a health food product, so she is discussing the final retail price with the vice-president, rachael.

mae是一位商品企划人员，最近公司有一组新的营养食品准备要上市，她与公司的副总rachael讨论产品的最终定价。

mae: rachael, do you have a minute?

mae：rachael，请问有空吗？

rachael: what’s up?

rachael：有什么事吗？

mae: well, the retail price for our product vital fiber is not finalized yet, but the packaging label is due for printing, which means we probably need to set the final price today.

mae：是这样的，我们的活力纤建议定价还未确认，但包装已经要準备送印了，我们今天可能要有结论。

rachael: is the market research report finished?

rachael：那市场调查的资料已经好了吗？

mae: here is a table i put together on the retail prices of other similar products in the market. please take a look.

mae：我这有一些市售同业的商品访查表，请您过目一下。

rachael: okay…hmm…these prices vary fairly greatly. have you found out where they differ?

rachael：好。嗯，看起来价格落差还满大的，你有发现这中间的差异在哪吗？

mae: in terms of their unit price, each tablet is about nts12 to nts25. as for their contents, they’re pretty much the same. but i have discovered that their shelf position can make quite a big difference to their prices.

mae：若除以数量，每锭的价格大约在12～25元，以成份来看，其实没有太大的差异。不过我发现了商品陈列的位子，对於价格有比较明显的落差。

rachael: what other things can make a difference to the price?

rachael：还有哪些差别呢？

mae: things like the amount of advertising and brand awareness can also play a part.

mae：另外像媒体广告投放的多少，还有品牌的知名度，也有影响。

rachael: according to the last brand awareness and recognition survey, our brand is in the upper medial quadrant. taking that information into consideration, what would your suggestion be?

rachael：依上次的品牌知名度与认同度调查，我们的品牌落在中上的象限，若加入这部份的因素，你的建议会是什么呢？

mae: looking at our target market and budget for the upcoming debut of the product on store shelves, i would suggest that our price be set between nts14 and nts15 in order to ensure our brand value.

mae：以我们锁定的客群以及后续的上架预算，考量到品牌价值，我建议落在14～15元左右。

rachael: nts14? wouldn’t it be too low?

rachael：14？这样不会太低吗？

mae: considering our sales target for this year, as well as the sales strategies of other major brands, i believe our room to profit will be affected if we set our price too high. and if we set our price in the middle range, we probably won’t stand a chance against so many competitors. that’s why i suggest that we aim for this price range.

mae：我考虑到今年公司所订下的目标销售量，再加上其它大厂牌的销售策略，订太高的价格会影响我们的利润空间；若订在中间，已有太多的竞争同业，所以我会选在这个价格区间。

rachael: all right! i’ll run your suggestion by the marketing department later.

rachael：好吧！我等一下跟行销部门提一下你的建议。

mae: yes, of course. could you let me know the final price once you have reached a decision?

mae：当然了，那再麻烦您下了决定后再告诉我最终的价格。

rachael: will do. you can go back to your desk now.

rachael：我知道了，那你先出去吧。

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