英语翻译the term price skimming is derived from the phrase“skimm

英语翻译
the term price skimming is derived from the phrase“skimming the cream off the top.” Companies often use this strategy for new products when the product is perceived by the target market as having unique advantages .For example,Caterpillar sets premium prices on its construction equipment to support and capture its high perceived value.Genzyme Corporation introduced Ceredase as the first effective treatment for Gaucher’s disease.The pill allows patients to avoid years of painful physical deterioration and lead normal lives.A year’s supply for one patient can exceed $300000
As a product progresses through its life cycle,the firm may lower its price to successfully reach larger market segment.Economists have described this type of pricing as “sliding down the demand curve.” Not all companies slide down the cure.Genentech’s TPA,a drug that clears blood closts,was still priced at $2,200 a dose four years after its introduction,despite competition from a much lower priced competitor.
Price skimming works best when the market is willing to buy the product even though it carries an above-average price.If,for example,some purchasing agents feel that Caterpillar equipment is far superior to competitors’ products,Caterpillar can charge premium prices successfully.Firm can also effectively use price skimming when a product is well protected legally,when it represents a technological breakthrough,or when it has in some other way blocked entry to competitors.Managers may follow a skimming strategy when production cannot be expanded rapidly because of technological difficulties,shortages,or constraints imposed by the skill and time required to produce a product.As long as demand is greater than supply,skimming is an attainable strategy.

撇脂定价这个术语是由俗语“取其精华”衍生而来的,当产品针对目标市场拥有唯一的优势时,公司通常利用这一策略.比如,Caterpillar公司对其建筑设备设置了溢价,以此来获得高的感知价值.Genzyme公司为高效治疗高雪式症,首度引进了阿糖苷酶.口服避孕药可以避免多年的身体病痛而使生活正常化.对患者的年度供给可超过$300000.
当该产品经过一定的生命周期后,公司会降低其价格以便成功的进入市场.经济学家将这种价格描述为“渐降定价法”,但不是所有的公司都是这样的.Genentech公司的TPA产品是一种能直接通过血液的药物,尽管比竞争公司的价格低很多,但在它推出的四年中依然以每剂量$2,200 的价格出售.
即使产品高于平均价格,而市场仍然愿意去买时,撇脂定价将发挥最大功效.比如,一些采购人员认为Caterpillar公司的设备更优于竞争公司的设备,Caterpillar就能够成功的索取溢价.当产品受到合法权益的保护时,或当产品代表一种技术突破时,或当产品阻断了其竞争产品时,公司也能够有效的应用撇脂定价策略.
当产品因为技术难点,短缺,或因技术和时间的限制时而不能迅速的扩大时,管理人员也许会应用撇脂策略.只要需求大于供给,撇脂策略是一种可实现的策略.
好不容易翻译完了,才发现已经有回帖了!