公司的定价策略是多种多样的。在小公司内，价格是由老板制定的；在大公司内，定价由专门的部门经理³和产品线经理处理。即便如此，公司高层也要制定一些总的定价目标和政策，并审批由下一级管理部门建议的价格。在定价是个关键因素的行业(航空公司、铁路公司、石油公司）中，公司常常建立一个定价部门去制定价格或者帮助其他部门确定适当的价格。这个部门向营销部门、财务部门或公司高层汇报“。其他对定价施加影响的人包括销售经理、生产经理、财务经理和会计。

Companies do their pricing in a variety of ways. In small companies, prices are often set by the boss. In large companies, pricing is handled by division and product-line managers. Even here, top management sets general pricing objectives and policies and often approves the prices proposed by lower levels of management. In industries where pricing is a key factor (aerospace, railroads, oil companies), companies will often establish a pricing department to set or assist others in determining appropriate prices. This department reports to the marketing department, finance department, or top management. Others who exert an influence on pricing include sales managers, production managers, finance managers, and accountants.

主管们都抱怨定价是一件非常令人头痛的事情“—随着时间的推进，头痛有增无减。许多公司不知该如何处理好定价，无可奈何地采取这样的“策略”来解决这个问题：“我们以成本为基础，加上本行业通常的利润额幅度。”其他常见的错误包括：价格没有经常修正以适应市场变化；价格的制定脱离了其他的营销组合要素，没有作为市场定位战略的一个内在的要素来考虑：价格没有根据不同的产品、市场细分、分销渠道和购买时机采取相应的变化。

另外一些公司则持不同态度：他们把价格作为一个重要的战略工具。这些“强力的定价者”发现底线价格有很高的杠杆效应。他们以细分市场价值和成本来定制价格和供应产品。

Executives complain that pricing is a big headache—and one that is getting worse by the day. Many companies do not handle pricing well, and throw up their hands at "strategies like this: "We determine our costs and take our industry's traditional margins." Other common mistakes are: Price is not revised often enough to capitalize on market changes; price is set independently of the rest of the marketing mix rather than as an intrinsic element of market-positioning strategy; and price is not varied enough for different product items, market segments, distribution channels, and purchase occasions.

Others have a different attitude: They use price as a key strategic tool. These power pricers" have discovered the highly leveraged effect of price on the bottom line. They customize prices and offerings based on segment value and costs.

责任编辑：admin