国际市场营销学(2).ppt

《国际市场营销学(2).ppt》由会员分享，可在线阅读，更多相关《国际市场营销学(2).ppt（34页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、International Marketing国际市场营销学国际市场营销学School of International Trade,Shandong Economic University山东经济学院山东经济学院国际贸易学院国际贸易学院 山东经济学院国际贸易学院School of International Trade,Shandong Economic UniversityPricing for International MarketsChapter 10 山东经济学院国际贸易学院School of International Trade,Shandong Economic Univer

2、sityChapter Learning Objectives1.Componentsofpricingascompetitivetoolsininternationalmarketing2.Thepricingpitfallsdirectlyrelatedtointernationalmarketing3.Howtocontrolpricinginparallelimportsorgraymarkets 山东经济学院国际贸易学院School of International Trade,Shandong Economic UniversityChapter Learning Objectiv

3、es4.Priceescalationandhowtominimizeitseffect5.Countertradinganditsplaceininternationalmarketingpractice6.Themechanicsofpricequotations 山东经济学院国际贸易学院School of International Trade,Shandong Economic UniversityIntroductionlPricingstrategyformsanothercornerstoneofaglobalmarketingprogramitrepresentsoneofth

4、emostcriticalandcomplexissuesinglobalmarketing(duetoeconomic,financial,andmathematicalimplications)lPriceistheonlymarketingmixelementthatgeneratesrevenues.AllotherelementsentailcostslNeedtodevotespecialcareinpricingproductsasamanagersfiduciaryresponsibilityistomarketproductsataprofitandincreaseshare

5、holderwealthlAcompanysglobalpricingpolicymaymakeorbreakitsoverseasexpansionefforts(duetoforeignexchangecomplications)lFirmsalsofacesignificantchallengesincoordinating(standardizingoradapting)theirpricingstrategiesacrossvariouscountriestheyoperateinlThischapterreviewstheplethoraofinternationalpricing

6、strategyissues 山东经济学院国际贸易学院School of International Trade,Shandong Economic UniversityPricing ObjectiveslIngeneral,pricedecisionsareviewedintwoways:Pricingasanactiveinstrumentofaccomplishingmarketingobjectives,orPricingasastaticelementinabusinessdecisionThemorecontrolacompanyhasoverthefinalsellingpri

7、ceofaproduct,thebetteritisabletoachieveitsmarketinggoalsItisnotalwayspossibletocontrolendpricesBroaderproductlinesandthelargerthenumberofcountriesinvolved,themorecomplextheprocessofcontrollingpriceschargedtotheenduser 山东经济学院国际贸易学院School of International Trade,Shandong Economic UniversityParallel Imp

8、ortation or Gray MarketslOnaccountofcompetition,firmsmayhavetochargedifferentpricesfromcountrytocountrylIninternationalmarketing,thiscausesavexingproblem:Parallel Importation or Gray MarketslParallelimportsdevelopwhenimportersbuyproductsfromdistributorsinonecountryandselltheminanothertodistributorsw

9、hoarenotpartofthemanufacturersregulardistributionsystemlThepossibilityofaparallelmarketoccurswheneverpricedifferencesaregreaterthanthecostoftransportationbetweentwomarkets 山东经济学院国际贸易学院School of International Trade,Shandong Economic UniversityParallel Importation or Gray MarketslForexample,theulcerdr

10、ugLosecsellsforonly$18inSpainbutgoesfor$39inGermany;andtheheartdrugPlavixcosts$55inFranceandsellsfor$79inLondonlThus,itispossibleforanintermediarytobuyproductsincountrieswhereitislessexpensiveanddivertittocountrieswherethepriceishigherandmakeaprofitlExclusivedistribution,apracticeoftenusedbycompanie

11、stomaintainhighretailmarginsencourageretailerstostocklargeassortments,ortomaintaintheexclusivequalityimageofaproduct,cancreateafavorableconditionforparallelimporting 山东经济学院国际贸易学院School of International Trade,Shandong Economic UniversityEffects of Parallel ImportationlParallelimportscandolongtermdama

12、geinthemarketfortrademarkedproductslCustomerswhounknowinglybuyunauthorizedimportshavenoassuranceofthequalityoftheitemtheybuy,ofwarrantysupport,orofauthorizedserviceorreplacementpartslIfaproductfails,theconsumerblamestheownerofthetrademark,andthequalityimageoftheproductissulliedlCompaniescanrestrictt

13、hegraymarketbypolicingdistributionchannelslInsomecountriesfirmsgethelpfromthelegalsystem 山东经济学院国际贸易学院School of International Trade,Shandong Economic University 山东经济学院国际贸易学院School of International Trade,Shandong Economic UniversityApproaches to International Pricing1.FullCostPricing:nounitofasimilarp

14、roductisdifferentfromanyotherunitintermsofcost,whichmustbearitsfullshareofthetotalfixedandvariablecost.Thereareseveralapproachestopricingininternationalmarkets,whichinclude:2.VariableCostPricing:firmsregardforeignsalesasbonussalesandassumethatanyreturnovertheirvariablecostmakesacontributiontonetprof

15、itPricesareoftensetonacostplusbasis,i.e.,totalcostsplusaprofitmarginThisisapracticalapproachtopricingwhenacompanyhashighfixedcostsandunusedproductioncapacity 山东经济学院国际贸易学院School of International Trade,Shandong Economic UniversityApproaches to International Pricing3.SkimmingPricing:Thisisusedtoreachas

16、egmentofthemarketthatisrelativelypriceinsensitiveandthuswillingtopayapremiumpriceforaproduct4.PenetrationPricing:ThisisusedtostimulatemarketgrowthandcapturemarketsharebydeliberatelyofferingproductsatlowpricesItisusedtoacquireandholdshareofmarket 山东经济学院国际贸易学院School of International Trade,Shandong Eco

17、nomic University 山东经济学院国际贸易学院School of International Trade,Shandong Economic UniversityPrice Escalation1.Costs of Exporting:thetermrelatestosituationsinwhichultimatepricesareraisedbyshippingcosts,insurance,packing,tariffs,longerchannelsofdistribution,largermiddlemenmargins,specialtaxes,administrativ

18、ecosts,andexchangeratefluctuationsPriceescalationreferstotheaddedcostsincurredasaresultofexportingproductsfromonecountrytoanotherThereareseveralfactorsthatleadtohigherprices:山东经济学院国际贸易学院School of International Trade,Shandong Economic UniversityPrice Escalation(contd.)2.Taxes,Tariffs,and Administrati

19、ve Costs:Thesecostsresultsinhigherprices,whicharegenerallypassedontothebuyeroftheproduct3.Inflation:Inflationcausesconsumerpricestoescalateandtheconsumerisfacedwithrisingpricesthateventuallyexcludemanyconsumersfromthemarket 山东经济学院国际贸易学院School of International Trade,Shandong Economic UniversityPrice

20、Escalation(contd.)4.Middleman and Transportation Costs:Longerchannellength,performanceofmarketingfunctionsandhighermarginsmaymakeitnecessarytoincreaseprices5.Exchange Rate Fluctuations and Varying Currency Values:Currencyvaluesswingvisvisothercurrenciesonadailybasis,whichmaymakeitnecessarytoincrease

21、prices 山东经济学院国际贸易学院School of International Trade,Shandong Economic UniversityExport Strategies Under Varying Currency ConditionsStress,price benefitsExpand product line and add more costly featuresShift sourcing and manufacturing to domestic marketExploit export opportunities in all marketsConduct c

22、onventional cash-for-goods tradeUse full-costing approach,but use marginal-cost pricing to penetrate new/competitive marketsWhen Domestic Currency is WEAK.Engage in nonprice competition by improving quality,delivery,and after-sale serviceImprove productivity and engage in vigorous cost reductionShif

23、t sourcing and manufacturing overseasGive priority to exports to relatively strong-currency countriesDeal in countertrade with weak-currency countriesTrim profit margins and use marginal-cost pricingWhen Domestic Currency is STRONG.SOURCE:S.Tamur Cavusgil,Unraveling the Mystique of Export Pricing,Bu

24、siness Horizons,May-June 1988,figure 2,p.58.山东经济学院国际贸易学院School of International Trade,Shandong Economic UniversityExport Strategies Under Varying Currency ConditionsSOURCE:S.Tamur Cavusgil,Unraveling the Mystique of Export Pricing,Business Horizons,May-June 1988,figure 2,p.58.Speed repatriation of f

25、oreign-earned income and collectionsMinimize expenditures in local,host country currencyBuy needed services(advertising,insurance,transportation,etc.)in domestic marketMinimize local borrowingBill foreign customers in domestic currencyKeep the foreign-earned income in host country,slow collectionsMa

26、ximize expenditures in local,host country currencyBuy needed services abroad and pay for them in local currenciesBorrow money needed for expansion in local marketBill foreign customers in their own currencyWhen Domestic Currency is WEAK.When Domestic Currency is STRONG.山东经济学院国际贸易学院School of Internat

27、ional Trade,Shandong Economic University 山东经济学院国际贸易学院School of International Trade,Shandong Economic University 山东经济学院国际贸易学院School of International Trade,Shandong Economic University 山东经济学院国际贸易学院School of International Trade,Shandong Economic UniversityLeasing in International MarketsLeasingopensthe

28、doortoalargesegmentofnominallyfinancedforeignfirmsthatcanbesoldonaleaseoptionbutmightbeunabletobuyforcashLeaserevenuetendstobemorestableoveraperiodoftimethandirectsaleswouldbeEquipmentleasedandinusehelpstosellothercompaniesinthatcountryLeasinghelpsguaranteebettermaintenanceandserviceonoverseasequipm

29、ent 山东经济学院国际贸易学院School of International Trade,Shandong Economic University 山东经济学院国际贸易学院School of International Trade,Shandong Economic UniversityDumpinglOneapproachclassifiesinternationalshipmentsasdumpediftheproductsaresoldbelowtheircostofproductionlTheotherapproachcharacterizesdumpingassellinggood

30、sinaforeignmarketbelowthepriceofthesamegoodsinthehomemarketEconomistsdefinedumpingdifferentlyWorldTradeOrganization(WTO)rulesallowfortheimpositionofadutywhengoodsaredumpedAcountervailingdutyorminimumaccessvolume(MAV),whichrestrictstheamountacountrywillimport,maybeimposedonforeigngoodsbenefitingfroms

31、ubsidieswhetherinproduction,export,ortransportation 山东经济学院国际贸易学院School of International Trade,Shandong Economic UniversityApproaches to Lessening Price EscalationMethodsusedtoreducecostsand,thus,lowerpriceescalationinclude:LoweringCostofGoods:Firmscanlowercostsbyeliminatingcostlyfeaturesinproductsor

32、bymanufacturingproductsincountrieswherelaborcostsarecheaperLoweringTariffs:FirmscanlowerpricesbycategorizingproductsinclassificationswherethetariffsarelowerLoweringDistributionCosts:Firmscandesignchannelsthatareshorter,havefewermiddlemen,andbyreducingoreliminatingmiddlemanmarkupUsingForeignTradeZone

33、s:Firmscanmanufactureproductsinfreetradezoneswheretheincentiveofferedistheeliminationoflocaltaxes,whichkeeppricesdown 山东经济学院国际贸易学院School of International Trade,Shandong Economic UniversityCountertrade as a Pricing Tool1.Barter:isthedirectexchangeofgoodsbetweentwopartiesinatransaction2.Compensation d

34、eals:isthepaymentingoodsandincash3.Counter-purchase or off-set trade:theselleragreestosellaproductatasetpricetoabuyerandreceivespaymentincashandmayalsobuygoodsfromthebuyerforthetotalmonetaryamountinvolvedinthefirstcontractorforasetpercentageofthatamount,whichwillbemarketedbythesellerinitshomemarket4

35、.Buy-back:ThistypeofagreementismadetheselleragreestoacceptaspartialpaymentacertainportionoftheoutputthatareproducedfromtheplantormachinerythataresoldtothebuyerCountertradeisapricingtoolthateveryinternationalmarketermustbereadytoemployTherearefourdistincttransactionsincountertrading,whichinclude:山东经济

36、学院国际贸易学院School of International Trade,Shandong Economic UniversityWhy Purchasers Impose Countertrade ObligationsToPreserveHardCurrencyToImproveBalanceofTradeToGainAccesstoNewMarketsToUpgradeManufacturingCapabilitiesToMaintainPricesofExportGoodsToForceReinvestmentofProceeds 山东经济学院国际贸易学院School of Inte

37、rnational Trade,Shandong Economic UniversityProactive Countertrade Strategy1.Isthereareadymarketforthegoodsbartered?2.Isthequalityofthegoodsofferedconsistentandacceptable?3.Isanexpertneededtohandlethenegotiations?4.Isthecontractpricesufficienttocoverthecostofbarterandnetthedesiredrevenue?Answeringth

38、efollowingquestionsissuggestedbeforeenteringintoacountertradeagreement:山东经济学院国际贸易学院School of International Trade,Shandong Economic UniversityTransfer Pricing Strategy1.Salesatthelocalmanufacturingcostplusastandardmarkup2.Salesatthecostofthemostefficientproducerinthecompanyplusastandardmarkup3.Salesa

39、tnegotiatedprices4.ArmslengthsalesusingthesamepricesasquotedtoindependentcustomersPricesofgoodstransferredfromacompanysoperationsorsalesunitsinonecountrytoitsunitselsewhere,whichreferstointracompanypricingortransferpricing,maybeadjustedtoenhancetheultimateprofitofthecompanyasawholeFourarrangementsfo

40、rpricinggoodsforintracompanytransferareasfollows:山东经济学院国际贸易学院School of International Trade,Shandong Economic UniversityBenefits of Transfer Pricing Strategy2.Reducingincometaxesinhightaxcountriesbyoverpricinggoodstransferredtounitsinsuchcountries;profitsareeliminatedandshiftedtolowtaxcountries1.Lowe

41、ringdutycostsbyshippinggoodsintohightariffcountriesatminimaltransferpricessothatdutybaseanddutyarelow3.Facilitatingdividendrepatriationwhendividendrepatriationiscurtailedbygovernmentpolicybyinflatingpricesofgoodstransferred 山东经济学院国际贸易学院School of International Trade,Shandong Economic UniversityChapte

42、r SummarylPricing is one of the most complicated decision areas encountered by international marketers.lRather than deal with one set of market conditions,one group of competitors,one set of cost factors,and one set of government regulations,international marketers must take all these factors into a

43、ccount,not only for each country in which they are operating,but often for each market within a country.lMarket prices at the consumer level are much more difficult to control in international than in domestic marketing,but the international marketer must still approach the pricing task on a basis o

44、f established objectives and policy,leaving enough flexibility for tactical price movements.山东经济学院国际贸易学院School of International Trade,Shandong Economic UniversityChapter SummarylControlling costs that lead to price escalation when exporting products from one country to another is one of the most cha

45、llenging pricing tasks facing the exporter.lSome of the flexibility in pricing is reduced by the growth of the Internet,which has a tendency to equalize price differentials between country markets.lThe continuing growth of Third World markets coupled with their lack of investment capital has increas

46、ed the importance of countertrades for most marketers,making countertrading an important tool to include in pricing policy.lThe Internet is evolving to include countertrades,which will help eliminate some of the problems associated with this practice.山东经济学院国际贸易学院School of International Trade,Shandon

47、g Economic UniversityChapter SummarylPricing in the international marketplace requires a combination of intimate knowledge of market costs and regulations,an awareness of possible countertrade deals,infinite patience for detail,and a shrewd sense of market strategy.山东经济学院国际贸易学院School of Internationa

48、l Trade,Shandong Economic UniversityKey Termslparallel imports lexclusive distribution lvariable-cost pricing lfull-cost pricing lskimming lprice escalation ldumping lcountervailing duty lcountertrade lbarterlcompensation deal lcounterpurchase lproduct buy-back agreement ltransfer pricing ladvanced pricing agreement ladministered pricing lcartel