国际市场营销教程8

1第八部分

国际市场价格策略

PricingforInternationalMarketsthemostuncontrollableelementoftheinternationalmarketingmix国际市场营销组合中最敏感由最难以控制的因素2IntroductionPricingstrategyformsanothercornerstoneofaglobalmarketingprogram–itrepresentsoneofthemostcriticalandcomplexissuesinglobalmarketing(duetoeconomic,financial,andmathematicalimplications)Priceistheonlymarketingmixelementthatgeneratesrevenues.AllotherelementsentailcostsNeedtodevotespecialcareinpricingproductsasamanager’sfiduciaryresponsibilityistomarketproductsataprofitandincreaseshareholderwealthAcompany’sglobalpricingpolicymaymakeorbreakitsoverseasexpansionefforts(duetoforeignexchangecomplications)Firmsalsofacesignificantchallengesincoordinating(standardizingoradapting)theirpricingstrategiesacrossvariouscountriestheyoperateinThischapterreviewstheplethoraofinternationalpricingstrategyissues

3LearningObjectives1.Componentsofpricingascompetitivetoolsininternationalmarketing2.Thepricingpitfallsdirectlyrelatedtointernationalmarketing3.Howtocontrolpricinginparallelimportsorgraymarkets4LearningObjectives4.Priceescalationandhowtominimizeitseffect5.Countertradinganditsplaceininternationalmarketingpractice6.Themechanicsofpricequotations5“世界上没有一分钱抵销不了的品牌忠实度。”

价格是直接影响利润实现的因素价格是影响消费者购买决策的最重要因素之一价格是重要的竞争手段67.1国际市场中的价格决定因素

Whatdecidethepriceininternationalmarket？77.1.1PricingObjectivesIngeneral,pricedecisionsareviewedintwoways:Pricingasanactiveinstrumentofaccomplishingmarketingobjectives,orPricingasastaticelementinabusinessdecision Themorecontrolacompanyhasoverthefinalsellingpriceofaproduct,thebetteritisabletoachieveitsmarketinggoalsItisnotalwayspossibletocontrolendpricesBroaderproductlinesandthelargerthenumberofcountriesinvolved,themorecomplextheprocessofcontrollingpriceschargedtotheenduser8基于公司方面的定价目标基于竞争对手方面的定价目标基于顾客方面的定价目标9Wal-Mart:Alwayslowprice

Feb21st,2008FromTheEconomistprintedition

ThesecretofWal-Mart'smeteoricriseoverthepastfivedecadeshasbeenitsobsessionwithlowprices.Wal-Mart'sprospectsdoindeedreflectthoseoftheeconomyatlarge—butnotinthewayyoumightexpect.WithAmericatippingtowardsrecession,Wal-Martisdoingmuchbetterthaninthepastcoupleofyearswhentheeconomywasbooming.Salesincreasedby8.3%comparedwiththesameperiodlastyear,toarecord$106.3billion.MrScottconcludedthatinavolatileeconomyWal-Martwas“wellpositionedtosucceed”.TheeconomicdownturnisanotherboostfortherecoveryoftheBentonvillebehemoth,ascost-consciousconsumersdefect(orreturn)tothecheapestofthebigretailers.Intunewiththetimes,thefirmwithalwayslowpriceschangeditssloganlastyeartoanewvariationonthetheme:“Savemoney.Livebetter.”107.1.2PriceEscalationPriceescalationreferstotheaddedcostsincurredasaresultofexportingproductsfromonecountrytoanother.Thereareseveralfactorsthatleadtohigherprices.11※关税及进出口的各种杂费※改进产品使成本提高，如特殊的包装※研究与开发费用的分摊※中间环节费用※通货膨胀、汇率变动的风险121.CostsofExporting

Thetermrelatestosituationsinwhichultimatepricesareraisedbyshippingcosts,insurance,packing,tariffs,longerchannelsofdistribution,largermiddlemenmargins,specialtaxes,administrativecosts,andexchangeratefluctuations.132.Taxes,Tariffs,Administrativecosts

“Nothingissurerthandeathandtaxes.”Atariff,aspecialformoftaxation,ischargedwhengoodsarebroughtintoacountryfromanothercountry.Atariffmaybeleviedforthepurposeofprotectingamarketorforincreasinggovernmentrevenue.Thesecostsresultinhigherprices,whicharegenerallypassedontothebuyeroftheproducts.143. InflationInflationcausesconsumerpricestoescalateandtheconsumerisfacedwithrisingpricesthateventuallyexcludemanyconsumersfromthemarket.154.MiddlemanandTransportationCostsLongerchannellength,performanceofmarketingfunctionsandhighermarginsmaymakeitnecessarytoincreaseprices,suchassellingfoodsinJapan.165.ExchangeRateFluctuationsand

VaryingCurrencyValuesCurrencyvaluesswingagainstothercurrenciesonadailybasis,whichmaymakeitnecessarytoincreaseprices17ExportStrategiesUnderVaryingCurrencyConditionsStress,pricebenefits

ExpandproductlineandaddmorecostlyfeaturesShiftsourcingandmanufacturingtodomesticmarketExploitexportopportunitiesinallmarketsConductconventionalcash-for-

goodstradeUsefull-costingapproach,butusemarginal-costpricingtopenetratenew/competitivemarketsWhenDomesticCurrencyis

WEAK...Engageinnonpricecompetitionbyimprovingquality,delivery,andafter-saleserviceImproveproductivityandengageinvigorouscostreductionShiftsourcingandmanufacturing

overseasGiveprioritytoexportstorelativelystrong-currencycountriesDealincountertradewithweak-currencycountriesTrimprofitmarginsandusemarginal-costpricing

WhenDomesticCurrencyis

STRONG...SOURCE:S.Tamur

Cavusgil,"UnravelingtheMystiqueofExportPricing,"

BusinessHorizons,May-June1988,figure2,p.58.18ExportStrategiesUnderVaryingCurrencyConditionsSOURCE:S.Tamur

Cavusgil,"UnravelingtheMystiqueofExportPricing,"

BusinessHorizons,May-June1988,figure2,p.58.Speedrepatriationofforeign-earnedincomeandcollectionsMinimizeexpendituresinlocal,hostcountrycurrencyBuyneededservices(advertising,insurance,transportation,etc.)indomesticmarketMinimizelocalborrowing

BillforeigncustomersindomesticcurrencyKeeptheforeign-earnedincomeinhostcountry,slowcollectionsMaximizeexpendituresinlocal,hostcountrycurrencyBuyneededservicesabroadandpayfortheminlocalcurrencies

BorrowmoneyneededforexpansioninlocalmarketBillforeigncustomersintheirowncurrencyWhenDomesticCurrencyis

WEAK...WhenDomesticCurrencyis

STRONG...197.1.3Needsoftheinternationalmarket各国的市场需求状况和支付能力各不相同。企业需要深入研究目标市场消费者的消费习惯和收入分布情况207.1.4Competitionofthemarket

企业定价的最低界限取决于该产品的成本费用，产品的最高价格取决于产品的市场需求，在两者之间，企业定价则取决于竞争者同种产品的价格水平。企业在不同竞争条件下的“定价自由度”完全竞争条件下，卖主和买主只能是价格的接受者而不是价格的决定者；垄断性竞争条件下，卖主不是消极的价格接受者，而是强有力的价格决定者；寡头垄断的条件下，少数几家大公司控制市场价格：完全寡头垄断，企业定价的自由度较小；不完全寡头垄断竞争，企业定价的自由度较大；完全垄断条件下，卖主完全控制市场价格，可以随意定价。217.1.5GovernmentPolicies手段:关税、税收、汇率、利息、竞争政策等美国：农产品补贴中国：出口退税22ApproachestoLesseningPriceEscalationMethodsusedtoreducecostsand,thus,lowerpriceescalationinclude:LoweringCostofGoods:FirmscanlowercostsbyeliminatingcostlyfeaturesinproductsorbymanufacturingproductsincountrieswherelaborcostsarecheaperLoweringTariffs:FirmscanlowerpricesbycategorizingproductsinclassificationswherethetariffsarelowerLoweringDistributionCosts:Firmscandesignchannelsthatareshorter,havefewermiddlemen,andbyreducingoreliminatingmiddlemanmarkupUsingForeignTradeZones:Firmscanmanufactureproductsinfreetradezoneswheretheincentiveofferedistheeliminationoflocaltaxes,whichkeeppricesdown23第二节国际市场产品定价方法选择定价目标测定需求的价格弹性估算成本分析竞争对手的产品与价格选择适当的定价方法选定最后价格24成本导向定价法：

成本价成法、目标定价法竞争导向定价法：

密封投标定价法、通行价格定价法需求导向定价法：

认知价值定价法、逆向倒推法、习惯定价法25定价策略新产品定价折扣定价心理定价组合产品定价差别定价或称价格歧视地区定价策略26

第三节国际营销定价决策出口定价决策：

出口报价货币选择

货币汇率变化的影响

倾销27货币汇率变化

本国货币贬值企业制定出口价格选择：保持本国货币表示的价格不变：短期促进出口保持外币表示的价格不变：实践中往往行不通原因：1、不降价，可能会损失定单；

2、本国其他企业可能选择降价出口；

3、其他国家企业可能会通过降价，保持竞争力28本国货币升值企业制定出口价格选择：保持本国货币表示的价格不变：前提是产品价格弹性较小保持外币表示的价格不变：成本的提高使企业发生亏损设法降低成本：货币升值可使进口便宜一些，企业可考虑进口一些生产原料以降低成本29TransferPricingStrategy1. Salesatthelocalmanufacturingcostplusastandardmarkup2. Salesatthecostofthemostefficientproducerinthecompanyplusastandardmarkup3. Salesatnegotiatedprices4. Arm’s-lengthsalesusingthesamepricesasquotedtoindependentcustomersPricesofgoodstransferredfromacompany’soperationsorsalesunitsinonecountrytoitsunitselsewhere,whichreferstointracompanypricingortransferpricing,maybeadjustedtoenhancetheultimateprofitofthecompanyasawholeFourarrangementsforpricinggoodsforintracompanytransferareasfollows:30DumpingOneapproachclassifiesinternationalshipmentsasdumpediftheproductsaresoldbelowtheircostofproductionTheotherapproachcharacterizesdumpingassellinggoodsinaforeignmarketbelowthepriceofthesamegoodsinthehomemarketEconomistsdefinedumpingdifferentlyWorldTradeOrganization(WTO)rulesallowfortheimpositionofadutywhengoodsaredumpedAcountervailingdutyorminimumaccessvolume(MAV),whichrestrictstheamountacountrywillimport,maybeimposedonforeigngoodsbenefitingfromsubsidieswhetherinproduction,export,ortransportation31ParallelImportationorGrayMarketsOnaccountofcompetition,firmsmayhavetochargedifferentpricesfromcountrytocountryIninternationalmarketing,thiscausesavexingproblem:ParallelImportationorGrayMarketsParallelimportsdevelopwhenimportersbuyproductsfromdistributorsinonecountryandselltheminanothertodistributorswhoarenotpartofthemanufacturer’sregulardistributionsystemThepossibilityofaparallelmarketoccurswheneverpricedifferencesaregreaterthanthecostoftransportationbetweentwomarkets32ParallelImportationorGrayMarketsForexample,theulcerdrugLosecsellsforonly$18inSpainbutgoesfor$39inGermany;andtheheartdrugPlavixcosts$55inFranceandsellsfor$79inLondonThus,itisp