国际市场营销学17e中英文对照PPT（凯特奥拉57406）教学课件170831-IM17-PPT-第18章-国际市场定价-Pricing for International Markets.pptx

《国际市场营销学17e中英文对照PPT（凯特奥拉57406）教学课件170831-IM17-PPT-第18章-国际市场定价-Pricing for International Markets.pptx》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、PricingforInternationalMarketsChapter18Copyright©2016McGraw-HillEducation.Allrightsreserved.NoreproductionordistributionwithoutthepriorwrittenconsentofMcGraw-HillEducation.国际市场定价第18章Copyright©2016McGraw-HillEducation.Allrightsreserved.Noreproductionordistributionwithoutt

2、hepriorwrittenconsentofMcGraw-HillEducation.LearningObjectivesLO1ComponentsofpricingascompetitivetoolsininternationalmarketingLO2HowtocontrolpricinginparallelimportorgraymarketsLO3PriceescalationandhowtominimizeitseffectLO4Countertradinganditsplaceininternationalmarketin

3、gpracticesLO5ThemechanicsofpricequotationsLO6Themechanicsofgettingpaid3Copyright©2016McGraw-HillEducation.Allrightsreserved.NoreproductionordistributionwithoutthepriorwrittenconsentofMcGraw-HillEducation.学习目标作为国际市场营销竞争工具的定价的构成要素如何控制平行进口或灰色市场中的定价价格升级及其影响的最小化反向贸易及其在国际市场营销中

4、的作用报价机制收款机制4Copyright©2016McGraw-HillEducation.Allrightsreserved.NoreproductionordistributionwithoutthepriorwrittenconsentofMcGraw-HillEducation.PricingPolicyThecountryinwhichbusinessisbeingconducted,thetypeofproduct,variationsincompetitiveconditions,andotherstrategicfac

5、torsaffectpricingactivity.Activemarketinginseveralcountriescompoundsthenumberofpricingproblemsandvariablesrelatingtopricepolicy.Anexplicitlythoughtout,definedpricingpolicyhelpsavoidsettingapriceinhaste.5Copyright©2016McGraw-HillEducation.Allrightsreserved.Noreproductiono

6、rdistributionwithoutthepriorwrittenconsentofMcGraw-HillEducation.定价政策业务活动所在国的情况、产品类型、竞争条件和其他一些战略性因素都会影响定价活动在多个国家的积极营销使得定价问题的数量以及与定价政策有关的变量大大增加。除非企业有经过审慎思考并清晰规定的价格政策，否则制定价格将无章可循。6Copyright©2016McGraw-HillEducation.Allrightsreserved.Noreproductionordistributionwithoutthepr

7、iorwrittenconsentofMcGraw-HillEducation.PricingObjectivesIngeneral,pricedecisionsareviewedintwoways:PricingasanactiveinstrumentofaccomplishingmarketingobjectivesThecompanysetsprices(ratherthanfollowingmarketprices)toachievespecificobjectives,whethertargetedreturnsonprofi

8、t,targetedsalesvolumes,orsomeotherspecificgoals.PricingasastaticelementinabusinessdecisionThecompanypro