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Sample translations submitted: 1
English to Spanish: Pricing General field: Marketing
Source text - English Througout most of history, prices were set by buyers and sellers negotiationg with each other. Sellers would ask for a higher Price than they expected to receive, and buyers would offer less than they expected to pay. Through bargaining, they would arrive at a mutually acceptable price.
Traditionally, price has operated as the major determinant of buyer choice. And, although non-price factors have become more important in buyer behaviour in recent decades, price still remains one of the most important elements determining company market share and profitability. In fact, price has been experiencing considerable downward pressure in recent years. As consumers’ real incomes stagnate or decline and they experience diminishing expectations, they shop more carefully, forcing retailers to lower their prices. Retailers in turn put pressure on manufacturers to lower their prices. The result is a marketplace characterised by heavy discounting and sales promotion.
Price is the only element in the marketing mix that produces revenue; the other elements produce costs. Price is also one of the most flexible elements of the marketing mix, in that it can be changed quickly, unlike product features and channel commitments. At the same time, pricing and price competition are the number-one problems facing many marketing executives. Yet many companies do not handle pricing well. The most common mistakes are these: pricing is too cost-orientated; price is not revised often enough to capitalise on market changes; price is set independent of the rest of the marketing mix rather than as an intrinsic element of market-positioning strategy; and the price is not varied enough for different product ítems, market segments and purchase occasions.
Translation - Spanish A lo largo de la historia, los precios fueron fijados por los compradores y vendedores que negociaban entre sí. Los vendedores pedían un precio más alto del que esperaban recibir, y los compradores ofrecían menos de lo que esperaban pagar. Por medio de las negociaciones, llegaban a un precio aceptable para ambas partes.
Tradicionalmente, el precio ha operado como el factor determinante más significativo en la elección del comprador. Además, aun cuando los factores no relacionados con el precio han cobrado más importancia en el comportamiento del consumidor en las últimas décadas, el precio todavía permanece uno de los elementos más decisivos en la rentabilidad y la participación en el mercado de una compañía. De hecho, el precio ha experimentado una considerable presión a la baja en los últimos años. Como los consumidores tienen ingresos reales que se estancan o descienden y sus expectativas decrecen, ellos compran más cuidadosamente, lo que obliga a los minoristas a bajar los precios. Por su parte, los minoristas presionan a los fabricantes para que reduzcan los precios. El resultado es un mercado caracterizado por grandes rebajas y promociones de ventas.
El precio es el único elemento del marketing mix que genera ingresos; los demás elementos producen costo. El precio es también uno los elementos más flexibles del marketing mix, puesto que puede cambiar rápidamente, a diferencia de las características del producto y los compromisos con los canales. A la vez, la fijación y la competencia de precios son los principales problemas a los que se enfrentan muchos ejecutivos de marketing. Aun así, muchas compañías no manejan bien la fijación de precios. Los errores más comunes son los siguientes: el precio está demasiado influenciado por el costo; el precio no es revisado con la suficiente frecuencia para sacar provecho de los cambios en el mercado; el precio es fijado independientemente del resto del marketing mix en vez de ser considerado como un elemento intrínseco de la estrategia de posicionamiento de mercado; y el precio no es lo suficientemente variado para diferentes artículos, los segmentos del mercado y las ocasiones de consumo.
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Translation education
Other - Instituto Superior de Profesorado Eduardo Laferriere Nº3
Experience
Years of experience: 6. Registered at ProZ.com: Jul 2017.
English to Spanish (The Association of Translators of the Province of Santa Fe, 2nd District) Spanish to English (ISP 3 Eduardo Laferriere, verified) English to Spanish (ISP 3 Eduardo Laferriere, verified)
Memberships
N/A
Software
OmegaT, Smartcat, Subtitle Workshop, Trados Studio
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Luciana Costas Certified English to Spanish (LATAM) translator
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