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Welcome to the HBR IdeaCast from Harvard Business Review. I’m Curt Nickisch.
欢迎收听哈佛商业评论的HBR Idea Cast。我是科特-尼基施。
When I was a teenager on a sports team, our team bus stopped at a McDonald’s restaurant.
我青少年时期，在一个运动队时，我们的球队巴士停在了一家麦当劳餐厅。
Waiting in line, we noticed that the board that showed the prices for the French fries and hamburgers had little wheels for the numbers.
排队等候时，我们注意到展示炸薯条和汉堡价格的牌子上，数字旁边有小轮子。
Whoever set the prices, spun the wheels to show the right number.
不管是谁制定了价格，都会让车轮转动，以显示正确的数字。
One of us joked that they probably rolled the prices higher when they saw the bus pulling up.
我们中的一个人开玩笑说，当他们看到公共汽车停下来时，他们可能会把价格抬高。
And as you do, when you’re trying to be funnier than the next kid, we started imagining the prices bouncing around like stocks that if you were shopping at McDonald’s, you’d have to yell, “Buy now!”, when the price of a big Mac dropped to where you wanted to swoop in and pick one up.
当你想比其他孩子更有趣时，我们开始想象价格像股票一样跳来跳去，如果你在麦当劳购物，当巨无霸的价格下降到你想抢购的价位时，你必须大喊 “现在就买！”。
What was totally laughable to us at the time is actually become the norm of pricing today.
当时我们觉得完全可笑的事情，实际上已经成为今天的定价标准。
Algorithms that can change prices by the minute are commonplace. It’s not just airfares and hotel rates anymore.
算法每分钟都能改变价格，这已经很常见了。这不仅仅是机票和酒店价格了。
Check your ride sharing app a minute later, and you can get a wildly different number.
一分钟后查看你的拼车应用程序，你会得到一个截然不同的数字。
Leave items in your online shopping cart, and the next day you’ll find a new price. Now there’s a clear incentive for this.
把商品放在网上购物车里，第二天就会发现新的价格。现在，这样做的动机很明显。
Companies eke more profit out of every transaction, but what many of them fail to understand is how much this dynamic pricing is messing with the psychology and trust of their customers.
公司从每笔交易中攫取更多利润，但许多公司不明白的是，这种动态定价对客户的心理和信任造成了多大的干扰。
Joining us today to explain the harm that dynamic pricing causes and how to manage it is Marco Bertini.
今天和我们一起解释动态定价造成的危害以及如何管理它的是马可-贝尔蒂尼。
He’s a marketing professor at ESADE Business School in Barcelona and a visiting professor at Harvard Business School.
他是巴塞罗那ESADE商学院的营销学教授，也是哈佛商学院的客座教授。
With Oded Koenigsberg of London Business School, Bertini also wrote the HBR article, “The Pitfalls of Pricing Algorithms”.
贝尔蒂尼与伦敦商学院的奥代德·科恩斯伯格一起合著了《哈佛商业评论》的文章《定价算法的陷阱》。
Marco, thanks for coming on the show. Oh, it’s a great pleasure to be here.
马尔科，感谢你参加这个节目。哦，很高兴来到这里。
Marco, I have to admit, preparing for this interview, I just hadn’t realized just how fundamental pricing has changed since you know, I was younger. Well, it’s changed. It’s changed a lot.
马可，我不得不承认，在准备这次采访时，我只是没有意识到，从我年轻的时候起，定价方式已经发生了多大的变化。嗯，它已经改变了。它改变了很多。
I think in great part by the way, companies start to understand and actually individuals as well, but the way companies start to understand the many of the ramifications that a price has when you transact your customers.
我认为，在很大程度上，企业开始理解，实际上个人也开始理解，但企业开始理解的方式是，当你与客户交易时，价格会产生很多影响。
Back in the days when you were at school, it was fundamentally an economics principle, right?
回到你还在学校的时候，这基本上是一个经济学原理，对吧？
A bar that you set higher and lower and more people come in and more people are left out, but there is just much more knowledge and awareness and conscientiousness of the psychology behind numbers, which makes it a lot more richer.
你把标准设置得越来越高，越来越低，越来越多的人加入进来，也有越来越多的人被排除在外，但人们对数字背后的心理学有了更多的了解和认识，也更加自觉，这使得数字变得更加丰富。
On top of that is the issue that technology is allowing us to do many, many more things that we could do before and we’d price. It was just kind of fun. Yeah. I mean, price has always changed, right?
更重要的是，技术让我们可以做很多很多以前我们可以做的事情，而且我们会为此付出代价。这很有趣, 我是说，价格一直在变，对吧？
And people waited for sales or they used coupons, but it just felt much more stable and certain and simple, maybe is the way to put it.
人们等待促销，或者使用优惠券，但感觉更稳定、更确定、更简单。
We’re used to kind of wait to try to gain the best airfare. Now you can almost do it for, for anything.
我们习惯了等待，试图获得最佳的机票价格。现在你几乎可以为任何事情这样做。
It’s not just what you’re going to buy and whether the price is worth it, but, but when you are going to buy it or at what price?
这不仅仅是你要买什么，以及价格是否合适，而是，而是你什么时候买，或者以什么价格买？
