国际市场营销双语教学教案10.pptVIP

* International MarketingLecture 10 Instructor Li Zhihong Sept.2009 Business Institute, Jiang Han University * Chapter 10 Export Pricing 1. Teaching and learning Targets. After studying this chapter, you should be able to: (1) Propose scenarios in which export prices are higher/lower than domestic prices. (2) Discuss the use of the currency of quotation as a competitive tool. (3) Suggest different importer reactions to a price offer and how you, as an exporter, could respond to them. * 2. The Setting of Export Prices The process to set the export price (1) Assessment of pricing environments: external as market-related factors and industry-related factors; internal as marketing mix, company characteristics and management attitudes. (2) Pricing policy selection: objectives, competitive posture, decision control and flexibility. (3) Pricing strategy determination: standard worldwide price, differentiation. (4) Setting of specific price * 3. Export Pricing Strategy (1) The standard worldwide price. It may be the same price regardless of the buyer or may be based on average unit costs of fixed, variable, and export-related costs. Uniform pricing is advisable when customers worldwide are aware of the prices charged, and when there is little chance of differentiating the product or the service to warrant price differences. (2)Dual pricing. Domestic and export prices are differentiated, and two approaches to pricing products for export are available: cost-driven and market-driven methods. * 出口定价对比 生产成本 标准定价 成本加成 边际成本 原材料 2.00 2.00 2.00 固定成本 1.00 1.00 0.00 额外国外成本 0.00 0.10 0.10 生产杂费 0.50 0.50 0.00 总生产成本 3.50 3.60 2.10 国内营销成本 1.50 0.00 0.00 管理成本 0.75 0.75 0.00 国外营销成本 0.00 1.00 1.00 其他国外成本 0.00 1.25 1.25 小计 5.75 6.60 4.35 边际利润（25%） 1.44 1.65 1.09 销售价格 7.19 8.25 5.44 * (1) The cost of modifying the product for foreign markets; (2)Operational costs of the export