全球營銷9.price小販賣不了不賣

PricingDr.Jin1 小販：五 斤吧小販：賣不了，不賣不賣。。從還價說想成為一個砍價高定價是重要 工具 ，它絕不僅是價格本“Everythingyouwantinlifehasapriceconnectedtoit.There'sapricetopayifyouwanttomakethingsbetter,apricetopayjustforleavingthingsastheyare,apriceforeverything.”Harry“Peoplewanteconomyandthey’llpayalmostanypricetogetit.”LeeWhatis“Priceisallaroundus.Youpayrentforyourapartment,tuitionforyoureducation,andafeetoyourphysicianordentist.Theairline,railway,taxi,andbuscompanieschargeyouafare;thelocalutilitiescalltheirpricearate;andthelocalbankchargesyouinterest…thepricefordrivingyourcaronthehighwayisatoll,andthethatinsuresyourcarchargesyouSource:AdaptedfromDavidJ.Schwartz(1981),MarketingToday:ABasicApproach,3/E,NewYork:

平行進(jìn)口、傾銷、轉(zhuǎn)移定價、反向貿(mào)SettingSetPricingObjectiveEstablishDemandandPerceivedValueDetermineExamineCompetitorPricesandCostsSelectPricingMethodSetPrice

Fine-tuneFine-tunePriceSetPricingPricingasanactiveinstrumentof marketingobjectives

high,average,ize

SocialPerceived

time,$,Getting: Givingup:DetermineFixedFixedVariableEconomiesEconomiesofExperienceTargetExamineCompetitorPricesandCostsLowCostLowCostValuePricingReversePricing CustomerSource:AdaptedfromNoelCaponandJamesM.Hulbert(2001),MarketingManagementinthe21stCentury,Prentice-Hall,PriceThedisproportionatedifferenceinpricebetweentheexportingcountryandtheimportingcountry,heretermedpriceTheaddedcostsincurredasaresultofexportingproductsfromonecountrytoanother.Specifically,thetermrelatestosituationsinwhichultimatepricesareraisedbyship costs,insurance,packing,tariffs,longerchannelsofdistribution,largermiddlemenmargins,specialtaxes,administrativecosts,andexchangerate

PriceCurrencyernmentControls,

InflationaryandEnvironmentTaxesandTaxesandTariffsareoneofthemostpervasivefeaturesofinternationaltrading.Inmostinstances,consumersbearstheburdenofImporttaxes(feesforimport s,otheradministrativeprocessing,etc.)AdministrativeIncludeexportandimport Physicalarrangementsforgettingtheproductfromportofentrytothebuyer’slocationInflationaryDefinedasapersistentupwardchangeinpricelevelsCanbecausedbyanincreaseinthemoneyCanbecausedbycurrencyEssentialrequirementforpricingisthemaintenanceofoperatingmarginsPriceChargesforextraservices,separateDeflationaryInadeflationarymarket,itisessentialforatokeeppriceslowandraisebrandvaluetowinthetrustofCurrencyWhendomesticcurrencystrengthens,itisunfavorabletoexportMarketholdingWhendomesticcurrencyweakens,itisfavorabletopenetratethenewmarketMarginalcost

ernmentControls,Subsidies,andRegulationsThetypesofpoliciesandregulationsthataffectpricingdecisionsare:EstablishesSetspricesandfloorsorRestrictspriceCompetesintheGrantsActsasapurchasingmonopsonyorsellingProfittransferernmentsubsidiesforApproachestoLesseningPriceEscalationLoweringcostofManufacturinginathirdEliminatingcostlyfunctionalLoweringoverallproductLoweringReclassifyingproductsintoadifferent,andlowercustomsclassificationModifyproducttoqualifyforalowertariffratewithinclassificationRequiringassemblyorfurther

ApproachestoLesseningPriceEscalationLoweringdistributionShorterReducingoreliminatingUsingforeigntradezonestolessenprice tradezones(FTZs) PostponespaymentofdutiesandApproachestoInternationalrelatestonetpriceControloverendControlovernetCostandmarketEmploypricingaspartofstrategicPricingStrategyProcessTemFull-CostVersusVariable-CostPricingVariable-costFirmisconcernedonlywiththemarginalorincrementalcostofproducinggoodstobesoldinoverseasmarketsFull-costCompaniesinsistthatnounitofasimilarproductisdifferentfromanyotherunitintermsofEachunitmustbearfullshareofthetotalfixedandvariablecostSkimmingVersusPenetrationUsedbya whentheobjectiveistoreachasegmentofthemarketthatisrelativelypriceinsensitiveMarketiswillingtopayapremiumpriceforthevaluereceivedPenetrationUsedtostimulatemarketandsalesgrowthby yofferingproductsatlowpricesSkimPremiumpricewithsuperiorcustomervalue價( ()元)

Worksinaquality-sensitivewithfewforabusinesswithasustainabledifferentialPenetrationVolumedrivesdownVolumeleadergainscostadvantagesandcontinuestolowerLowercostsinhibitnewmarketentrantsandencourageexit

UsedingrowthUsedwhenproductisnotwelldifferentiatedUsedforprice-sensitivecustomersinmarketswithmanycompetitorsPerceivedValue

PerceivedValue

(競爭對手的價格 (為產(chǎn)品優(yōu)越的服務(wù)增收的溢價 PerceivedValue的定價較高卻仍然賣得火爆策劃階段到過程中的宣傳SegmentPricingstrategyismatchedtoneedsofprice-sensitivewantslowestpriceevenwithnoaddedbenefitsquality-sensitivewillpaypremiumforbenefits

CustomerschoosethesegmentofferingthatfitstheirusagepatternsandpricesensitiveStrategicCustomersthatarelargeandveryimportanttoabusiness’ssalesandPricingcustomizedtotheuniqueneedsofthe

LongerrangePricesmayadjustoverseveralyearsGoalistomaintainstrongrelationshipParallelParallelDevelopwhenimportersbuyproductsfromdistributorsinonecountryandselltheminanothertodistributorswhoarenotpartofthemanufacturer’sregulardistributionsystemOccurwheneverpricedifferencesaregreaterthancostoftransportationbetweentwomarkets.ajorproblemforpharmaceuticalExclusiveapracticeoftenusedbycompaniestomaintainhighretailmarginsinordertoencourageretailerstoprovideextraservicetocustomers,tostocklargeassortments,ortomaintaintheexclusive-qualityimageofaproduct,cancreateafavorableconditionforparallelimportingGrayMarketTrademarkedproductsareexportedfromonecountrytoanotherwheretheyaresoldby sororganizationsOccurswhenproductisinshortsupply,whenproducersuseskimmingstrategiesinsomemarkets,andwhengoodsaresubjecttosubstantialmark-upsImprovedmarketsegmentationandproductExpensive,high-qualityGrayMarketGoodsinSpottheThesilverHondaOdyssey(upper)isbroughtinbyanauthorizeddealerwhilethewhiteoneisaparallelimport.Notethecosmeticdifferencesaroundthewingmirroranddoors.Source:StraitsTimes,August17,2002,11.Source:StraitsTimes,August17,Source:StraitsTimes,August17,Parallel 向路易威登、HermèsInternationalSCA和其他名牌奢 Saleofanimportedproductatapricelowerthanthatnormallychargedinadomesticmarketorcountryoforigin.OccurswhenimportssoldintheUSmarketarepricedateitherlevelsthatrepresentlessthanthecostofproductionplusan8%profitmarginoratlevelsbelowthoseprevailingintheproducingToprove,bothpricediscriminationandinjurymustbeshown歐盟裁 產(chǎn)無 征收最終反傾銷歐 皮鞋的反傾輪胎特保產(chǎn)的油井鉆桿進(jìn)行反傾 TransferPricingofgoods,services,andintangiblepropertyboughtandsoldbyoperatingunitsordivisionsofangbusinesswithanaffiliateinLoweringduty etaxesinhigh-taxFacilitatingdividendrepatriationwhendividendrepatriationiscurtailedby TransferIntra-corporateMarket-basedtransferArm’s-LengthFormula:usingthesamepricesasquotedtoindependentcustomersCost-basedtransferSalesatthelocalmanufacturingcostplusastandardSalesatthecostofthemostefficientproducerintheplusastandardmarkupNegotiatedtransferCountertradeoccurswhenpaymentismadeinsomeformotherthanmoneyInfluentialPriorityattachedtotheWesternThevalueofTheavailabilityof AtooleveryinternationalmarketermustbereadytoOften acompetitiveRussiaandTradingvodkaandwineforsoftCountertrade–partofthemarket-pricingtoolCompensationCounter-Theleastcomplexandoldestformofbila non-monetarycounter-tradeAdirectexchangeofgoodsorservicesbetweentwopartiesCompensationPaymentingoodsandinTwoseparateandparallelTobuildantorprovidentequipment,etc.forahardcurrencydownpaymentatthetimeofTotakepaymentintheformofnt’soutputequaltoinvestmentWillingnesstobeboththebuyerandTechnologyorcapitalisrelatedtotheoutputOffsettrade(themostfrequentlyusedtypeof rsellsproductsforcashandpurchasesunrelatedproductsTwocontractsarenegotiated.Thefirstcontractiscontingentonasecondcontractthatisanagreementbytheoriginalsellertobuygoodsfromthebuyerforthetotalmonetaryamountinvolvedinthefirstcontractorforasetpercentageofthatamount.Thisarrangementprovidesthesellerwithmoreflexibilitythanthecompensationdealbecausethereisgenerallyatimeperiod—6to12monthsorlonger—forcompletionofthesecondcontract.Whenthesaleinvolvesgoodsorservicesthatproduceoth