国际市场营销双语教学教案10.ppt

国际市场营销双语教学教案10 Still waters run deep.流静水深流静水深,人静心深人静心深 Where there is life,there is hope。有生命必有希望。有生命必有希望2Chapter 10 Export Pricing 1.Teaching and learning Targets.After studying this 1.Teaching and learning Targets.After studying this chapter,you should be able to:chapter,you should be able to:(1)Propose scenarios in which export prices are (1)Propose scenarios in which export prices are higher/lower than domestic prices.higher/lower than domestic prices.(2)Discuss the use of the currency of quotation as a (2)Discuss the use of the currency of quotation as a competitive petitive tool.(3)Suggest different importer reactions to a price offer (3)Suggest different importer reactions to a price offer and how you,as an exporter,could respond to them.and how you,as an exporter,could respond to them.3 2.The Setting of Export Prices The process to set the export price The process to set the export price (1)Assessment of pricing environments:external as (1)Assessment of pricing environments:external as market-related factors and industry-related factors;market-related factors and industry-related factors;internal as marketing mix,company characteristics internal as marketing mix,company characteristics and management attitudes.and management attitudes.(2)Pricing policy selection:objectives,competitive (2)Pricing policy selection:objectives,competitive posture,decision control and flexibility.posture,decision control and flexibility.(3)Pricing strategy determination:standard (3)Pricing strategy determination:standard worldwide price,differentiation.worldwide price,differentiation.(4)Setting of specific price (4)Setting of specific price 4 3.Export Pricing Strategy (1)The standard worldwide price.It may be the same price(1)The standard worldwide price.It may be the same price regardless of the buyer or may be based on average unit costs regardless of the buyer or may be based on average unit costs of fixed,variable,and export-related costs.Uniform pricing is of fixed,variable,and export-related costs.Uniform pricing is advisable when customers worldwide are aware of the prices advisable when customers worldwide are aware of the prices charged,and when there is little chance of differentiating the charged,and when there is little chance of differentiating the product or the service to warrant price differences.product or the service to warrant price differences.(2)Dual pricing.Domestic and export prices are (2)Dual pricing.Domestic and export prices are differentiated,and two approaches to pricing products for differentiated,and two approaches to pricing products for export are available:cost-driven and market-driven methods.export are available:cost-driven and market-driven methods.5出口定价对比生产成本生产成本标准定价标准定价成本加成成本加成边际成本边际成本原材料2.002.002.00固定成本1.001.000.00额外国外成本0.000.100.10生产杂费0.500.500.00总生产成本总生产成本3.503.602.10国内营销成本1.500.000.00管理成本0.750.750.00国外营销成本0.001.001.00其他国外成本0.001.251.25小计小计5.756.604.35边际利润（25%）1.441.651.09销售价格7.198.255.446 (1)The cost of modifying the product for foreign markets;(2)Operational costs of the export operation:personnel,market research,additional shipping and insurance costs,communications costs with foreign customers,and overseas promotional costs;(3)Costs incurred in entering the foreign markets;tariffs and taxes;risks associated with a buyer in a different market;and risks from dealing in other than the exporters domestic currency,i.e.,foreign exchange risk.4.Export-Related Costs75.Strategies Overcoming the Price Escalation l(1)Reorganize the channel of distribution;l(2)Adapt the product;l(3)Use new or more economical tariff or tax classifications;l(4)Assemble or produce overseasl l 86.Terms of Salel Incoterms are the internationally accepted standard definitions for terms of sale set by the International Chamber of Commerce since 1936.The Incoterms 2000 went into effect on January 1,2000.The terms are grouped into four categories:l(1)The“E”terms:starting with whereby the seller makes the goods available to the buyer only at the sellers own premises;l(2)The“F”terms:the seller is called upon to deliver the goods to a carrier appointed by the buyer;9l (3)The“C”terms:the seller has to contract for carriage but without assuming the risk of loss or damage to the goods or additional costs after the dispatch;l (4)The“D”terms:the seller has to bear all costs and risks to bring the goods to the destination determined by the buyer.107.Terms of Paymentl(1)Factors to be considered in negotiating terms of payment by exporterl-the amount of payment and the need for protection;l-terms offered by competitors;l-practices in the industry;l-capacity for financing international transactions;l-relative strength of the parties involved.l(2)Methods of payment for exports:cash in advance,confirmed letter of credit,letter of credit,documents against payment,documents against acceptance,open account,consignment.117.Discussion (1)Propose scenarios in which export prices are higher/lower (1)Propose scenarios in which export prices are higher/lower than domestic prices.than domestic prices.(2)Discuss the use of the currency of quotation as a (2)Discuss the use of the currency of quotation as a competitive petitive tool.(3)Suggest different importer reactions to a price offer and (3)Suggest different importer reactions to a price offer and how you,as an exporter,could respond to them.how you,as an exporter,could respond to them.