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#1 [转]Price of Success - 成功地定价[中英文对照，Archilangelo译]
转自cnsw
Price of Success
成功地定价
Written by Dave Collins
We’re all adults, and most of us probably like to think that we’re fairly well-informed when it comes to basic life wisdom. We’re familiar with the benefits of a bird in the hand over two in the bush, we know the risks of putting all our eggs in one basket, and of course we’d never dream of judging a book by its cover. Right?
我们都是成人了，我们中的大多数人可能会倾向于认为我们在基本生活智慧方面是见多识广的。我们很熟悉诸如一鸟在手胜过二鸟在林的好处，我们知道把所有鸡蛋放在一个篮子里的风险。当然，我们不再会想着从一本书的封面来判断它。不是么？
Well, when it comes to books, most of us do judge the covers. If we paid no attention to them at all, the book industry probably wouldn’t bother pouring millions of dollars into cover illustrations, embossed type fonts and decorative golden swirls. A plain white paperback would do just fine if we actually followed that particular ancient adage.
好，当有本书在我们面前的时候，我们中的大多数确实还是习惯于从它的封面来判断它。如果我们根本不注意它们，出版业可能不会操心地花费百万美元投到卦面插图上去，比如用浮雕的地体啊和用金色的旋涡啊。如果我们真的遵循古老的谚语，一个简单的白色平装本可能更好。
In our own line of business, one might argue that there isn’t much of a cover to judge. Shareware tends not to come with illustrations and golden swirls, so authors often think that their prospective customers will dive straight in and familiarize themselves with the features and interface of their particular product. They are wrong. Prosaic as it might sound, the first thing most people look at is the price. The price of the product will also continue to remain of high importance while they browse through the website, install the trial version and decide whether or not to purchase.
在我们的商业这一线上，有人可能争辩说没有太多象封面这样可以直接判断的东西。共享软件倾向于不提供象插图和金色的旋涡这样的东西，所以共享作者通常认为他们的预期的顾客会自助式地熟悉自己的产品的特征和界面。他们错了！那就象散文一样的动听，事实上第一件事人们盯住的就是价格。当他们在浏览主页、安装试用版的决定是否购买时，产品的价格至关重要。
Yet in spite of the fact that price is one of the most important factors where the marketing of a product is concerned, it is also one of the least understood. Many seem quite content to bluff their way through, giving little or no thought to the implications that a price tag can carry. As a result, most shareware authors make the same mistake: they sell their product for far too little.
当产品涉及到营销时，然而尽管价格是产品最最重要的因素，但它总是被最少的加以理解。许多人看上去很满足于自欺欺人，从不去思考价格标签可所携带的暗示含意。结果是，大多数共享软件作者都犯了同样的错误，销售他们的产品可都得到得太少了！
Bargain bins may serve their purpose in some areas of business, but I firmly believe that there is little room for them in the software industry. Aside from impulse items such as low-cost games, most people need some level of reassurance that the software they’re buying is of at least reasonable quality. This is why they are not likely to go for the cheapest available option.
便宜货专柜可能适合某些商业领域的目的，但我坚定地认为对于软件工业不适合。除了那些引起冲动消费的东西，如低价的游戏，大多数人需要某种程度地放心，他们购买的东西至少是有合性合理的品质的。这就是为什么他们不喜欢作出购买最便宜的东西决定的理由。
Think about it: ‘reasonable quality’ and ‘cheap’ are not two concepts that look overly natural placed side by side. You know it, and so does the average consumer. Cheap is alright when you buy garbage bags, writing paper and playing cards, but when it’s something that has the potential to destroy a very expensive PC system, people tend be prepared to pay that little bit more.
仔细思考它：'合情合理的品质'和'便宜'不是可以看上去可以非常自然地可以放置在一起的两个概念。你知道这个事实，同样，每个消费者都知道它。便宜是好的，当你买个垃圾袋，写稿纸和玩扑克时是这样，但对于那些有潜在的威胁对于一个昂贵的计算机系统的软件，人们趋于准备多付点钱。
The number one rule when it comes to understanding consumer behaviour is simple. At times the consumer may seem puzzling and surprising, but ultimately is quite predictable. All it takes is a little bit of probing and patience, and you will know more or less what to expect. Once good example of this is the whole area of perceived pricing.
当要去理解消费者行为时，第一定律是简洁的---有时消费者看上去是使人迷惑的或者惊讶的，但最终的行为是可以预见的。所有要做的只一点点的探试和忍耐，你就会知道比预期的是应该更多或是更少。一个很好的例子就是整个感识定价的领域。
If you place two fairly similar products side by side and price one at $20 and the other at $80, you may well find that people show more interest in the more expensive application. Why? Because a higher price implies a higher quality. We know that if we spend $500 on a car, we’re not going to be as satisfied as we would be with a $25,000 model. When someone goes looking for software, their number one concern is not saving money. It’s finding a solution. And if a higher price implies a better quality solution, what message is the price of your software sending?
当你把两个相似的产品挨着一起放着，一个是$20一个是$80。你会发现人家显示了更多的兴趣在更贵的应用程序产品上。为什么？因为一个更高的价格暗示一个更高的品质。我们知道，如果我们花了$500在一辆车上，我们将不会感觉满意的如果还有一辆$25,000的款式。当有些人寻找软件时，他们的第一观念不是省钱。而是在寻找一个解决方案。如果一个更高的价格暗示着一个更好的解决方案，你的软件将会传递什么样的讯息呢？
A sensible starting point when you want to set a price for your product is the market (or markets) that it may be sold in. First, you need to define your user bases as precisely as possible. “Home users” and “business users” won’t suffice – they are far too general. You need to take a very close look at your potential customers, and try to identify their level of expertise, their individual needs, their spending habits and their motivations.
当你想去设置你的产品的价格时，一个明智的出发点对准你要售出产品的市场。家庭用户和商业用户不都同样能被满足的--他们完全不同的。你需要看上去十分亲近你的潜在消费者，然后试图象专家一样鉴别他们，他们的个性需求，他们的花钱习惯和他们的动机。
The next stage is a more obvious one. Go and see who your competitors are. If you can find them, rest assured that your potential customers will do the same. Find out how they do business, how your product compares to theirs, where they sell, how they sell, and, of course, how much they charge for their products. Don’t be tempted to make the number one error in pricing strategy. You do not have to undercut your competitors, and you have every right to charge more than they do.
下一个发展阶段是更明显的。去看看你的竞争者是谁。如果你可以找到他们，确信无疑地假定你的潜在消费者也能做到这一点。研究他们是如何做生意的，你的产品比起他们的怎么样？他们在哪里出售？如何出售？当然他们要价多少？不要在定价策略中尝试犯第一种错误。你没有必要为对付你的竞争者而削价，你有完全的权利比他们的要价更高。
Next, find out how well-known your competitors are. If they have a client page, check who uses their product, and see whether you’re even going after the same markets. What strengths do your competitors have that you may lack, and vice versa? Have a look at the trial version of their product, and see how yours compares. Their weakness is your opportunity, but you have to recognise it to be able to use it.
下一步，找出你的竞争者到底多有名。如果他们有一个客户页，检查谁在用他们的产品，然后看看是否你在追逐同样的市场。你的竞争者有什么样的实力而你缺乏，反之亦然。看看他们的产品试用版在外观上怎么样，你的比起来怎么样。他们的弱点就是你的机会，但你必须识别他们然后利用它。
At this point you may well have some sort of approximate price in mind. First, there are a few important areas that you need to consider. One of them is whether you’re going to use a cost-based or demand-based pricing strategy.
做到这些，你的大脑里可能已经有了大致的对于你产品的定价的概念。首先，有一些重要的方面你需要去考虑。他们的一个是，是否你要用一种基于价格的或基于需要的定价策略。
A cost-based strategy means that you’ll be competing on price. I think we’ve established that I’m no great fan of this particular method. A demand-based strategy, on the other hand, means that your primary focus will be on the needs and wishes of your consumers.
一种是基于价格的策略，意味着你是完全在价格上进行竞争。我认为我们已经明确了我不热衷于这种方法。另一种是基于需求的策略，另一方面也意味着你主要重点在于你的消费者的需要和愿望。
Let’s assume that the product you’re selling is a good one. Let’s also assume that you’ve done your basic market research. You know which markets you’ll be operating in, and you know the needs of your potential consumers. Broadly speaking, you have three viable options for setting the price. The first is an amount that you feel the consumers are prepared to pay. As a general rule, this is an inaccurate means of pricing your product, and pays no attention to all the ideas of perceived pricing. On the other hand, if you allow your prices to be set by your competition, then you’ll be placing yourself squarely in their shadow from the very beginning.
让我们假定我们卖的产品是一个很好的一种产品。让我们假定你已经做了基本的市场调查。你知道哪个市场你将要进入，你知道你的潜在消费者的需求。泛泛地说，你有三个可行的选项对于设置价格。首先是一个是你感觉消费者会准备花费的总数。作为一个常规的规律，这是一种不精的定价你产品的方法，而且完全不关注于任何有关定价的认识。另一方面，如果你决定把你的产品定价参照你的竞争者，你将会在一开始把你自己放置于他们的阴影下。
The most realistic option is to set the price according to the value that your consumers place on the product. But there’s a chicken-and-egg scenario here. Is the price high because the quality is good, or is the quality good because the price is high? This is where you need to get the balance right. Don’t scare your customers away with an absurdly steep price, but don’t make them turn up their noses at what they might perceive as a low-budget insult of an application.
最现实的选项是设置价格按照你的消费者对于你产品价值的估价。但这有一个鸡和蛋谁先生的情况在这里。是不是价格高是因为品质好呢？或者是品质好就意味着价格高呢？就是你需要去权衡的地方。不要吓跑你的消费者用一个不合理荒谬的价格，也不要使他们折起鼻子当他们感觉到被产品侮辱因为他们只有一个低的预算。
Finally, let’s not forget a little bit of consumer psychology. It may seem very basic, but the fact is that $49.99 is vastly more appealing than $50. Why? I honestly don’t know. Some buyers need to reassure themselves that they’re doing the right thing in picking your product. If that one cent allows them to believe that the $50 product is a forty-something dollar product, then so be it.
最后，让我们不要忘记一点点消费者心理学。可能是看上去非常基本的。但事实上$49.99是确实很大程度上比$50更吸 引人。为什么？老实上我也不知道。一些购买者是需要去打消他们的顾虑，他们选你的产品，他们是在做一件正确的事件。如果一个美分会使他们相信$50是一个40多美元的产品，那确实就是了。
The price of your product is so much more than the number of dollars people need to part with. It speaks volumes about the quality of your product, and also the confidence that you have in it. The price tag tells the customer how much you think the product is worth. If you yourself don’t believe that it’s worth more than a few dollars, how could you ever expect your customers to think otherwise? A high price implies high standards and high quality. In this age where low-price and low-quality have become the norm, stand-out from the crowd. Be seen as a company offering quality over low prices. Be seen as a company with high standards. Be seen as offering value for money – higher value than the rubbish found in the bargain bins. Set yourself above your competition and sell your software for it’s true value. Be seen, be sold!
你的产品的价格要价要比人们需要放弃的美元要多。这说话的声音取决于你产品的品质和你对它的信心。价格标签告诉人家你认为你的产品值多少。如果你自己都不认为它值更多的钱，怎么可以期待你的客户去不这么想呢。一个高价暗示了一个高的标准和高的品质。让这低价与低品质已经变成标准的年代，滚出人们的眼线。要让人看到一个公司提供的是品质而不是低价。要让人看到一个公司是有高标准的。要让人看到你提供的是花钱的价值---更高的价值而不是在便宜专柜上的废物。让你自己定位于更高于你的竞争者，然后卖你的软件得到实现他们真的价值。被看到的是什么，被卖出的就是什么！"Be seen, be sold!"
---Archilangelo译 2004.12.28
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