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Source text - English It's The Quality That Counts
the importance of price and quality in the marketing mix
How important is price against the other elements of the marketing mix? This article is based on experience from market research and draws a moral.
FIVE HYGIENE FACTORS DOMINATE the minds of buyers when they are screening potential suppliers. These are service (sales and technical), price, quality, reliable delivery and speedy delivery. Each factor covers a broad range and can be broken down into many component parts. Quality, for example, encompasses reliability, durability, finish and design, whilst price includes discounts, credit and allowances. If the limitations implicit in the broad headings are accepted, it is possible to compare their relative weight across a number of industrial products and services. Table I (below) shows findings taken from a number of surveys in which respondents were asked which factors they consider important when selecting a new supplier. It is apparent that even in a period of under used capacity, when some companies are prepared to cut prices to obtain work, it is quality that is ranked first almost every time. There are exceptions, of course, and these tend to be where products are undifferentiated, possibly because they are made to a common standard. Reliable delivery follows close behind price as the third most important factor in the buying decision. Ranking shows only a part of the story as there is usually a "distance" between each factor which can vary considerably.
Translation - Spanish Lo que vale es la calidad
La importancia del precio y la calidad en la ecuación del mercado
¿Cuán importante es el precio en desmedro de otros elementos en la ecuación del mercado? El presente artículo se basa en la experiencia tomada de la
investigación de mercado y nos deja una moraleja.
CINCO FACTORES DE HIGIENE captan la atención de los compradores cuando visualizan potenciales proveedores. Estos son el servicio (de ventas y
técnicos), el precio, la calidad, la entrega confiable y la entrega rápida. Cada factor cubre un amplio rango y se puede analizar más detalladamente. La calidad,
por ejemplo, conlleva confiabilidad, durabilidad, acabado y diseño, mientras que el precio acarrea descuentos, créditos y bonificaciones. Si se aceptan las limitaciones implícitas en las clasificaciones generales, es posible hacer una comparación de su importancia relativa respecto de varios productos y servicios industriales. La tabla 1 muestra las conclusiones tomadas de varias encuestas en las cuales se les preguntó a los encuestados qué factores consideraban importantes al momento de elegir un nuevo proveedor. Parece claro que incluso cuando en un periodo de capacidad de bajo uso, cuando algunas empresas están dispuestas a bajar los precios para obtener dividendos, sigue siendo la calidad la que se sitúa en los primeros lugares. Estas, por supuesto, son excepciones, las que tienden a presentarse cuando los productos son indiferenciados, posiblemente debido a que se producen como tipo estándar. La entrega confiable se posiciona un poco debajo del precio como el tercer factor en relevancia al momento de comprar. Las posiciones exponen sólo una parte de la historia tomando en cuenta que por lo general existe una "distancia" entre cada factor, la cual puede variar considerablemente.
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Translation education
Bachelor's degree - Universidad de Playa Ancha
Experience
Years of experience: 19. Registered at ProZ.com: Jan 2007.
As a personal reference, I can say that since I graduated on early 2006,
I have been working partly as a freelance translator and partly teaching translation in different higher education institutions.
My experience also extends to private companies-Training Solutions, INSEC -, teaching English for Special Pursposes -something which has provided me with background on technical fields such shipping transportation and the translation of correspondence (legal, commercial, business...).
Presently, I am studying computer programming, something which makes me a good choice for you as a translator specialist in this field.
Additionally, I also have a special interest in philosophical and/or religious (Christian) topics. An interest which led me to eleborate my thesis project on "Guidelines for the Translation of Spiritual Texts".
On the working sphere, I belong to a group of translators based in Valparaiso, Chile, grouped under SpTraduccion, where we offer our professional services with a special concern towards quality and liability regarding translated texts.
As to my service is concerned, I offer a professional service very careful in meeting deadlines properly and featuring inventiveness, client-feedback, and a special care for the presentation of the final document (using all kinds of resources from basic word processing software to web, image or audio editors).
Best Regards,
Edgardo
Freelance Translator, Valparaiso Chile
This user has earned KudoZ points by helping other translators with PRO-level terms. Click point total(s) to see term translations provided.
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