国际市场营销学第12章价格策略

1、第十二章第十二章 国际市场价格策略国际市场价格策略 pricing strategies for international markets1正确定价的意义正确定价的意义 importance of pricing properlyif a company can not make proper prices for its products,it will either loss some of his expected profits, or loss thebusiness opportunities. higher prices will bring you good profits,

2、 but not helpful to promote deals; lower prices will attract orders, but notgood for quality guarantee and finally get in troubles. 第十二章第十二章 国际市场价格策略国际市场价格策略 pricing strategies for international marketsa case of closing down toyo air condition 东洋空调东洋空调 located in xiaolan town of zhongshan, occupied

3、apiece of land in 30,000 square meters, equipped withadvanced automatic machines and latest technologies,toyo became one of the largest private enterprises inzhongshan and biggest tax payer in xiaolan in 2004.it was praised as excellent enterprise by guangdongprovincial government. one day in may 20

4、05, when the director came back from an international exhibition in india he found hiscompany was locked by the intermediate peoples court of foshan. my god！what happened? ?第十二章第十二章 国际市场价格策略国际市场价格策略 pricing strategies for international markets at beginning of 2004, walmart purchasing manager visited

5、 toyo & asked for a huge production of one million pieces of window type air conditioner. after a long term and hard negotiation toyo finally accepted this order at usd80 by the end of 2004. with the price of usd80, toyo would loss profitsby 5%, but toyo could receive 11% tax back from central gover

6、nment according to the encouragementpolicy to export. that means toyo finally would make 6% profits after government would re-fund it. however the payment terms to toyo is l/c. aftertoyo received the l/c, he had to buy materials and spare parts to assemble the products which would cost him at least

7、80 million usd in order to ship the goods partially in 8 months. since it was a huge order from the world famouswalmart, the banks released loans to toyo quickly,and the suppliers provided materials and parts to toyo with 3 to 4 months credits. then the whole toyo employees worked day and night with

8、out sunday and all toyo factories were full of materialsand parts and finished products, even in the offices and toilets. the loans were not enough and workers could notreceive salaries timely so that some of them quitted jobs and disclosed the real situation. with such a lowest price of usd80, toyo

9、 startedto transfer the problem to the suppliers by deductingamounts of payments or forcing suppliers to decrease prices. finally one supplier in foshan lost patienceand stopped supplying materials to toyo and askedtoyo to pay back full amount of money every day. later, another 6 suppliers followed

10、him and sitted down in toyo every day for payments. without sufficient labors and materials, toyos production paused and the shipment delayed again. walmart purchasing manager was disappointedand angry so that he asked toyo to compensate for delayed shipment, and said that toyo wouldnt haveability t

11、o continue production. above information were found by bank of china in foshan who released 5 million usd loans to toyo, this bank was worrying about its loan back and could not wait but brought his court to toyo to lock its properties in july of 2005. immediately, other banksand suppliers invited t

12、heir courts to come to toyo and locked all the factories. a bright business star was falling down above result is a lesson to low pricing strategy! what have you learnt from this case?第十二章第十二章 国际市场价格策略国际市场价格策略 pricing strategies for international markets二二. 影响定价的因素影响定价的因素 factors that infects pricin

13、g1. 企业利润目标企业利润目标 profit targets2. 成本（原材料、制造、营销）成本（原材料、制造、营销）costs including materials, manufactures and marketing3. 市场需求状况市场需求状况 market demands4. 竞争对手的价格竞争对手的价格 competitors prices5. 政府干预政府干预 government control第十二章第十二章 国际市场价格策略国际市场价格策略 pricing strategies for international markets三三. 常用的定价方法及程序常用的定价方法

14、及程序 p240 usual methods and procedures of pricing1. 成本导向定价法成本导向定价法 pricing based on cost 产品价格产品价格 = 成本成本x（1+预期利润率）预期利润率）2. 竞争导向定价法竞争导向定价法 pricing based on competition 参考竞争对手的价格作出自己的定价参考竞争对手的价格作出自己的定价第十二章第十二章 国际市场价格策略国际市场价格策略 pricing strategies for international markets三三. 常用的定价方法及程序常用的定价方法及程序 p240 usual methods and procedures of pricing3. 差别定价法差别定价法 segmented pricing 在不同的时间或不同的市场对同一产品作出不在不同的时间或不同的市场对同一产品作出不 不同的定价。不同的定价。pricing differently for same products in different periods or markets.4. 折扣定价法折扣定价法 discount pricing 课后兴趣作业课后兴趣作业 5+2 preference exercises after class 1. what kind of pric