《CH价格策略》PPT课件

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1、导入案例奔驰降价20万，宝马7系价格松动Chapter11InternationalPricingStrategyChapterLearningObjectives1.Componentsofpricingascompetitivetoolsininternationalmarketing2.Theelementsinfluencinginternationalpricing3.Theapproachestointernationalpricing4.Internationalpricingstrategy5.Someproblemsr

2、elatedtointernationalpricingstrategyIntroductionPricingstrategyformsanothercornerstoneofaglobalmarketingprogram–itrepresentsoneofthemostcriticalandcomplexissuesinglobalmarketing(duetoeconomic,financial,andmathematicalimplications)Priceistheonlymarketingmixelementthatgene

3、ratesrevenues.AllotherelementsentailcostsAcompany’sglobalpricingpolicymaymakeorbreakitsoverseasexpansionefforts(duetoforeignexchangecomplications)Firmsalsofacesignificantchallengesincoordinating(standardizingoradapting)theirpricingstrategiesacrossvariouscountriestheyoper

4、ateinThischapterreviewstheproblemofinternationalpricingstrategyissuesTheCompositionofInternationalPrice1.ProductionCosts=FixedCosts+VariableCosts2.DistributionCosts3.Taxes:tariff,turnovertax4.ProfitTheElementsInfluencingInternationalPricing1.GovernmentalFactors2.Economic

5、Factors3.InternationalPriceAgreement4.MarketCompetition5.ConsumerFactors6.EnterpriseFactors:1)tosurvive,currentprofitmaximization,tomaximizemarketshare,optimizethequalityofproducts;2)costofproduction;企业目标公司目标价位1.维持生存3.市场占有率最大化4.产品质量最优化低价，敏感型低价高价2.当期利润最大化高价内部因素Approachest

6、oInternationalPricingCost-OrientedPricingThereareseveralapproachestopricingininternationalmarkets,whichinclude:1)Cost-plusPricing:Pricesareoftensetonacost-plusbasis,i.e.,totalcostsplusaprofitmarginP=C(1+R)成本加成定价法公式为：Ｐ＝Ｃ（１＋Ｒ）某企业生产某种产品10000件，单位可变成本为20元，固定总成本为200000元，预期利润率为

7、15％。可计算如下： 固定总成本200000元单位固定成本200000／10000=20元／件单位可变成本20元／件单位总成本20+20＝40元预期利润率15％产品售价＝40+40X15％＝46(元／件)ApproachestoInternationalPricing.2)Target-returnPricing:setting a target rate or returnP=(C+R)/QInformation needed:total investment, desired target return, unit cost, e

8、xpectedsalesDrawbacks:lacks marketing orientation, sales and cost estimates mustbe accurate目标利润定价法公式为：Ｐ