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1、1InternationalMarketing Lecture10InstructorLiZhihongSept.2009BusinessInstitute,JiangHanUniversity2Chapter10ExportPricing1.TeachingandlearningTargets.Afterstudyingthischapter,youshouldbeableto:(1)Proposescenariosinwhichexportpricesarehigher/lowerthand
2、omesticprices.(2)Discusstheuseofthecurrencyofquotationasacompetitivetool.(3)Suggestdifferentimporterreactionstoapriceofferandhowyou,asanexporter,couldrespondtothem.32.TheSettingofExportPricesTheprocesstosettheexportprice(1)Assessmentofpricingenvironm
3、ents:externalasmarket-relatedfactorsandindustry-relatedfactors;internalasmarketingmix,companycharacteristicsandmanagementattitudes.(2)Pricingpolicyselection:objectives,competitiveposture,decisioncontrolandflexibility.(3)Pricingstrategydetermination:s
4、tandardworldwideprice,differentiation.(4)Settingofspecificprice43.ExportPricingStrategy(1)Thestandardworldwideprice.Itmaybethesamepriceregardlessofthebuyerormaybebasedonaverageunitcostsoffixed,variable,andexport-relatedcosts.Uniformpricingisadvisable
5、whencustomersworldwideareawareofthepricescharged,andwhenthereislittlechanceofdifferentiatingtheproductortheservicetowarrantpricedifferences.(2)Dualpricing.Domesticandexportpricesaredifferentiated,andtwoapproachestopricingproductsforexportareavailable
6、:cost-drivenandmarket-drivenmethods.5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2.002.002.00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5.756.604.35边际利润（25%）1.441.651.09销售价格
7、7.198.255.446(1)Thecostofmodifyingtheproductforforeignmarkets;(2)Operationalcostsoftheexportoperation:personnel,marketresearch,additionalshippingandinsurancecosts,communicationscostswithforeigncustomers,andoverseaspromotionalcosts;(3)Costsincurredine
8、nteringtheforeignmarkets;tariffsandtaxes;risksassociatedwithabuyerinadifferentmarket;andrisksfromdealinginotherthantheexporter’sdomesticcurrency,i.e.,foreignexchangerisk.4.Export-RelatedCosts75.StrategiesOvercomingthePriceEscalation(1)Reorganizethech
