商务英语翻译，谢谢！
A company’s pricing decisions are influenced by a variety of internal and external factors. The firm’s marketing objectives and costs provide a rough indication of what it should charge for its goods and services.
The first step in setting a price is to decide what you are trying to accomplish with a particular good or service. Some of the most common objectives are:
● To achieve a certain overall profit target.
● To increase sales.
● To get a bigger share of the market.
● To achieve high profits on a particular product.
● To discourage competition.
● To promote a particular product image.
● To accomplish social or ethical goals.
Sometimes several objectives are pursued simultaneously.
A major goal for most companies is to reach overall profit targets. To measure their success on hitting those targets, most companies calculate their return on investment(ROI), which is profit expressed as a percentage of capital investment.
In addition to its general pricing policy, a company may also have specific objectives for individual products. It may want to maximize sales or gain market share. It may want to achieve high returns on each unit sold, although this objective may conflict with the desire to build sales volume, because the price required to earn a high return may be so high that it discourages customers.
Other objectives might relate to the competitive environment. To eliminate competition or discourage new companies from becoming competitors, a company might charge an extremely low price for its product. Later, hen the company has established control of the market, it might then raise the price to improve its own profits.
Some pricing decisions are based on a desire to achieve a particular image or reputation. Rolex Watchs, for example, are prices at apremium partly to convey the message that they are superior products and partly to cover the higher costs associated with high-quality materials. An organization’s pricing objective might also be related to public relations or to social and ethical considerations. Many hospitals adjust their prices to accommodate people who are unable to pay the full rate.
不要电脑翻译的哦，谢谢~
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