unit 9 Terms of Price

1、Chapter 9 Terms of PriceRong Peijue What is Price?vPrice is the amount of money that is needed to acquire some combination of a product and its accompanying services. vPrice is also a critical ingredient in consumer evaluation of the product.vPrice is simply an offer or an experiment to test the pul

2、se of the market.vPricing means a series of techniques relating to a single product or a group of productsPrice ElementsvCost structureCost of productionSelling and delivery costsCustoms dutiesvFactor considerations in PricingSelling and Delivery CostsvFixed costs(固定成本): salesmens salaries etc.vVari

3、able costs (變動(dòng)成本):packaging, transport, commissions, advertising and sales trip expenses, insurance premium etc.Customs and DutiesvCustoms duties are taxed imposed by a government on the import or export of products or services.vThey should be taken into account when the price is set.Factor Consider

4、ations in PricingvI Principles for setting the pricev1. The price is on the bases of the price in the international market.v2.Prices vary with regions and countries according our foreign policiesv3.The price should be set according to the marketing purposes.v4.Watch the change of supply and demand r

5、elationship and the trend of rising or falling of the market pricesvII Consideration of factors affecting the pricesvAdequate profit marginvQualities of the goodsvQuantities of the goodsvDistance of transportationv Place and terms of deliveryvChanges of demand according to the seasonsvTerms of payme

6、nt and fluctuations of the exchange ratesCost-based Pricing 成本定價(jià)法vProduction costs + some margin of profit = a selling price vthe easiest way of export pricing Case Study 1v某電視機(jī)廠生產(chǎn)2 000臺(tái)彩色電視機(jī)，總固定成本600萬元，每臺(tái)彩電的變動(dòng)成本為1000元，確定目標(biāo)利潤率為25%。v銷售價(jià)格應(yīng)為多少？v單位產(chǎn)品固定成本6,000,000=2,0003,000元v單位產(chǎn)品變動(dòng)成本1000元 v單位產(chǎn)品總成本4000元

7、v單位產(chǎn)品價(jià)格4 000(1+25%)=5 000元 Target Costing 目標(biāo)成本定價(jià)法vTarget costing is designing a product so that it satisfies customers and meets the profit margins desired by the firm. vTarget costing makes cost an input to the product development process, not an outcome of it. v目標(biāo)成本法使成本成為產(chǎn)品研發(fā)過程中的先期因素，而非最終結(jié)果。vYou e

8、stimate the selling price people would be willing to pay for a product and subtract the desired profit margin (預(yù)期利潤率). The result is the target cost of production. v某電視機(jī)廠年生產(chǎn)2 000臺(tái)彩色電視機(jī)，總固定成本600萬元，每臺(tái)彩電的變動(dòng)成本為1000元，建設(shè)電視機(jī)廠的總投資額為800萬元，投資回收期為5年 ，v銷售價(jià)格應(yīng)為多少？（采用目標(biāo)成本定價(jià)法） v(1)確定目標(biāo)收益率 v目標(biāo)收益率=1/投資回收期100%=1/5100%

9、=20% v(2)確定單位產(chǎn)品目標(biāo)利潤額 v單位產(chǎn)品目標(biāo)利潤額=總投資額目標(biāo)收益率預(yù)期銷量 8,000,00020%2,000=800元 v(3)計(jì)算單位產(chǎn)品價(jià)格 單位產(chǎn)品價(jià)格=企業(yè)固定成本預(yù)期銷量+單位變動(dòng)成本+單位產(chǎn)品目標(biāo)利潤額v=6,000,0002,000+1,000+800=4,800元 Break-even Pricing 盈虧平衡定價(jià)法保本定價(jià)法，收支平衡定價(jià)法vthe break-even point (in terms of Unit Sales (X) vwhere:vTFC is Total Fixed Costs, vP is Unit Sale Price,vV is

10、 Unit Variable Cost. Total Fixed Costvare the costs that do not change in relationship to how many products are made or sold. v總固定成本是那種不隨著有多少商品制造和賣出而改變的成本。vE.g. The amount vPaid to own or rent a factory or warehouse vPaid for business insurancevSalaries for workers and salesmen Variable Cost vchange

11、 according to the level of production. v變動(dòng)成本是隨著產(chǎn)品生產(chǎn)程度變化而變化。vE.g. vExpenses for the materials vDirect costs of labor Languages vIf the exporter maintains the same price, and produces more than the break-even quantity of products, he can increase his profit as the total fixed cost is spread over more

12、products, thus reducing the total unit costs of the product. v如果出口商保持價(jià)格不變，生產(chǎn)比盈虧臨界數(shù)更多的商品，他就能增加他的盈利，因?yàn)榭偣潭ǔ杀驹诟嗌唐飞象w現(xiàn)出來，從而降低了商品的總單位成本。Case Study 3v某企業(yè)年固定成本為100,000元，單位產(chǎn)品變動(dòng)成本為30元/件，年產(chǎn)量為2,000件， v則該企業(yè)盈虧平衡點(diǎn)價(jià)格?v盈虧平衡點(diǎn)價(jià)格=100,0002,000+30=80元。 Marginal Cost Pricing 邊際成本定價(jià)法vis the variable costs per unit of produ

13、ction. v每一單位產(chǎn)出分擔(dān)的變動(dòng)成本。（平均變動(dòng)成本）v邊際成本定價(jià)法當(dāng)廠商從其商品的銷售中已收回固定成本或?yàn)榱藴p少成本損失，以單位變動(dòng)成本為可接受價(jià)格最低經(jīng)濟(jì)界限的一種定價(jià)方法，又稱“變動(dòng)成果定價(jià)法”。v其適用情況有如下幾種：v1.企業(yè)主要商品已分?jǐn)偲髽I(yè)固定成本后的新增商品定價(jià)；v2.企業(yè)達(dá)到保本點(diǎn)后的商品定價(jià)；v3.企業(yè)開拓新地區(qū)市場(chǎng)的商品定價(jià)，即在現(xiàn)有市場(chǎng)的銷售收入已能保本并有盈利的情況下，為拓展市場(chǎng)，可對(duì)新客戶或新設(shè)網(wǎng)點(diǎn)的商品按變動(dòng)成本定價(jià)；v4.企業(yè)經(jīng)營淡季時(shí)的定價(jià)。Dumping 傾銷vis the practice of selling products in foreig

14、n country at a lower prices than those charged in the producing country. vOffer products for lower prices than domestic competitors do Case Study 4v某制鞋廠在一定時(shí)期內(nèi)發(fā)生固定成本90,000元，單位變動(dòng)成本0.7元，預(yù)計(jì)銷量為100,000雙。在當(dāng)時(shí)市場(chǎng)條件下，同類產(chǎn)品的價(jià)格為1元/雙。v那么企業(yè)是否應(yīng)該繼續(xù)生產(chǎn)呢? v企業(yè)的盈虧平衡數(shù)是多少？Answers v固定成本=90,000元 v變動(dòng)成本=0.7100,000= 70,000元 v銷售收

15、入=1100,000=100,000元 v企業(yè)盈虧=100,000-70,000-90,000=-60,000元 v按照變動(dòng)成本訂價(jià)，企業(yè)出現(xiàn)了60,000元的虧損 v但是作為已經(jīng)發(fā)生的固定成本，在不生產(chǎn)的情況下，已支出了90,000元，這說明按變動(dòng)成本訂價(jià)時(shí)可減少30,000元固定成本的損失， 并補(bǔ)償了全部變動(dòng)成本70,000元。若低于變動(dòng)成本訂價(jià)，如市場(chǎng)價(jià)格降為0.7元/雙以下， 則企業(yè)應(yīng)該停產(chǎn) ，因?yàn)榇藭r(shí)的銷售收入不僅不能補(bǔ)償固定成本，連變動(dòng)成本也不能補(bǔ)償，生產(chǎn)得越多，虧損便越多，企業(yè)的生產(chǎn)活動(dòng)便變得毫無意義v90,000+0.7X=1XvX=300,000Conversion of M

16、ajor Trade Termsv已知已知FOB價(jià)價(jià) 求求 v（1） CFR價(jià)價(jià)=FOB價(jià)價(jià)+國外運(yùn)費(fèi)國外運(yùn)費(fèi)v v FOB價(jià)價(jià)+國外運(yùn)費(fèi)國外運(yùn)費(fèi)v（2） CIF價(jià)價(jià)=-v 1 - 保險(xiǎn)加成保險(xiǎn)加成 X保險(xiǎn)費(fèi)率保險(xiǎn)費(fèi)率v已知已知CIF價(jià)價(jià) 求求v（1） FOB價(jià)價(jià)= CIF價(jià)價(jià) X （1 - 保險(xiǎn)加成保險(xiǎn)加成 X保保險(xiǎn)費(fèi)率）險(xiǎn)費(fèi)率）- 國外運(yùn)費(fèi)國外運(yùn)費(fèi)v（2） CFR價(jià)價(jià)= CIF價(jià)價(jià) X （1 保險(xiǎn)加成保險(xiǎn)加成 X保險(xiǎn)費(fèi)率）保險(xiǎn)費(fèi)率）v v已知已知CFR價(jià)價(jià) 求求 v（1） FOB=CFR國外費(fèi)用國外費(fèi)用v v CFR價(jià)價(jià)v（2） CIF價(jià)價(jià)= -v 1 - 保險(xiǎn)加成保險(xiǎn)加成 X保險(xiǎn)費(fèi)率保險(xiǎn)

17、費(fèi)率Calculations 1v我方出口兒童運(yùn)動(dòng)衫500打FOB上海，運(yùn)動(dòng)衫采購價(jià)為每打700元，國內(nèi)運(yùn)費(fèi)為1000元，商檢報(bào)關(guān)費(fèi)為400元，港口裝船費(fèi)為600元，交際及其他費(fèi)用900元，包裝每箱50打，包裝費(fèi)每箱100元。利潤率為10，匯率為美元等于元人民幣，請(qǐng)報(bào)v(1).FOB上海價(jià)；v(2).CFR價(jià)（體積為60cm60cm50cm，運(yùn)費(fèi)為每立方米125美金）；v(3).CIF價(jià)（保險(xiǎn)費(fèi)率為，投保加成為110）v國內(nèi)總成本進(jìn)貨成本國內(nèi)費(fèi)用v 700500100040060090010100v 353900元v 單價(jià)353900500888.475美金打v FOB價(jià)88.47588.47

18、51097.3225美金v CFR價(jià)FOB價(jià)國外運(yùn)費(fèi)v 97.3212550打v 97.32250.45v 97.7725美金打v CIF價(jià)CFR價(jià)（保險(xiǎn)加成保險(xiǎn)費(fèi)率）v 97.7725（110）v 98.86美金打Exchange Cost 換匯成本vRegulation on Foreign Exchange Administration 外匯管理?xiàng)l例vThe State Administration of Foreign Exchange (SAFE) 國家外匯管理局vExchange Cost is the cost in terms of local curre

19、ncy for earning each unit of foreign currency. v換匯成本就是賺的每一單位外匯所耗費(fèi)的本國貨幣的成本Exchange Cost Formula 出口商品總成本（人民幣）出口商品總成本（人民幣）v出口商品換匯成本出口商品換匯成本 = = FOB出口銷售外匯凈收入（美元）出口銷售外匯凈收入（美元） vThe less amount, the greater the economic benefit. vExchange rate is greater than the bank quoted rate, the export is defective.

20、vExchange rate is less than the bank quoted rate, then, the export is profitable.Product Life Cycle 產(chǎn)品生命周期Pricing Strategy vSkimming price strategy 撇脂定價(jià)策略v- a new product, priced high, make optimum profit, little competition vPenetration price strategy 滲透定價(jià)策略v- a new product, priced low, attract cus

21、tomers, discourage competitors vEveryday Low Pricing (EDLP) 每日低價(jià)v- used by retailers or agents as Wal-Mart Money of AccountvMoney of account (計(jì)價(jià)貨幣計(jì)價(jià)貨幣) is the currency used for price calculation.vMoney of payment (支付貨幣支付貨幣) is the currency for settlement.vBoth can be the same currency if no otherwis

22、e stipulated. vBoth can be the exporters currency, the importers currency, or a third countrys currency.vHard Currency 硬通貨 （硬貨幣）v-reliable and stable and more in demand vSoft Currency 軟通貨（軟貨幣）v- not reliable, unstable and less in demand vFloating Exchange Rate 浮動(dòng)匯率 vFixed Exchange Rate 固定匯率vHedge 對(duì)沖

23、/套期保值vCover 平倉，補(bǔ)進(jìn)vForward market 期貨市場(chǎng)，遠(yuǎn)期市場(chǎng)vSpot market 現(xiàn)貨市場(chǎng)，即期市場(chǎng)vForward contract 期貨合同，遠(yuǎn)期合同vBrokerage houses 經(jīng)紀(jì)行Use of Commission and Discount傭金和折扣vCommission: the money received by an agent for his intermediary services.vCommission may be expressed as: 每公噸335美元CIF倫敦包括2%傭金 US$335 per metric ton CIFC2% London US$335 per metric ton CIF London including your commission 2% Commission Formula v傭金=含傭價(jià)（發(fā)票金額）傭金率v凈價(jià)= 含傭價(jià)（發(fā)票金額）- 傭金 v 凈價(jià)v 含傭價(jià) = -v 1 傭金率Calculations 2vThe sellers offer is “USD$1000 per M/T CIF C3%, NY”. vHow much is the commission ?