國際市場營銷教程8

1第八部分

國際市場價格策略

PricingforInternationalMarketsthemostuncontrollableelementoftheinternationalmarketingmix國際市場營銷組合中最敏感由最難以控制的因素2IntroductionPricingstrategyformsanothercornerstoneofaglobalmarketingprogram–itrepresentsoneofthemostcriticalandcomplexissuesinglobalmarketing(duetoeconomic,financial,andmathematicalimplications)Priceistheonlymarketingmixelementthatgeneratesrevenues.AllotherelementsentailcostsNeedtodevotespecialcareinpricingproductsasamanager’sfiduciaryresponsibilityistomarketproductsataprofitandincreaseshareholderwealthAcompany’sglobalpricingpolicymaymakeorbreakitsoverseasexpansionefforts(duetoforeignexchangecomplications)Firmsalsofacesignificantchallengesincoordinating(standardizingoradapting)theirpricingstrategiesacrossvariouscountriestheyoperateinThischapterreviewstheplethoraofinternationalpricingstrategyissues

3LearningObjectives1.Componentsofpricingascompetitivetoolsininternationalmarketing2.Thepricingpitfallsdirectlyrelatedtointernationalmarketing3.Howtocontrolpricinginparallelimportsorgraymarkets4LearningObjectives4.Priceescalationandhowtominimizeitseffect5.Countertradinganditsplaceininternationalmarketingpractice6.Themechanicsofpricequotations5“世界上沒有一分錢抵銷不了的品牌忠實度。”

價格是直接影響利潤實現(xiàn)的因素價格是影響消費者購買決策的最重要因素之一價格是重要的競爭手段67.1國際市場中的價格決定因素

Whatdecidethepriceininternationalmarket？77.1.1PricingObjectivesIngeneral,pricedecisionsareviewedintwoways:Pricingasanactiveinstrumentofaccomplishingmarketingobjectives,orPricingasastaticelementinabusinessdecision Themorecontrolacompanyhasoverthefinalsellingpriceofaproduct,thebetteritisabletoachieveitsmarketinggoalsItisnotalwayspossibletocontrolendpricesBroaderproductlinesandthelargerthenumberofcountriesinvolved,themorecomplextheprocessofcontrollingpriceschargedtotheenduser8基于公司方面的定價目標基于競爭對手方面的定價目標基于顧客方面的定價目標9Wal-Mart:Alwayslowprice

Feb21st,2008FromTheEconomistprintedition

ThesecretofWal-Mart'smeteoricriseoverthepastfivedecadeshasbeenitsobsessionwithlowprices.Wal-Mart'sprospectsdoindeedreflectthoseoftheeconomyatlarge—butnotinthewayyoumightexpect.WithAmericatippingtowardsrecession,Wal-Martisdoingmuchbetterthaninthepastcoupleofyearswhentheeconomywasbooming.Salesincreasedby8.3%comparedwiththesameperiodlastyear,toarecord$106.3billion.MrScottconcludedthatinavolatileeconomyWal-Martwas“wellpositionedtosucceed”.TheeconomicdownturnisanotherboostfortherecoveryoftheBentonvillebehemoth,ascost-consciousconsumersdefect(orreturn)tothecheapestofthebigretailers.Intunewiththetimes,thefirmwithalwayslowpriceschangeditssloganlastyeartoanewvariationonthetheme:“Savemoney.Livebetter.”107.1.2PriceEscalationPriceescalationreferstotheaddedcostsincurredasaresultofexportingproductsfromonecountrytoanother.Thereareseveralfactorsthatleadtohigherprices.11※關(guān)稅及進出口的各種雜費※改進產(chǎn)品使成本提高，如特殊的包裝※研究與開發(fā)費用的分攤※中間環(huán)節(jié)費用※通貨膨脹、匯率變動的風險121.CostsofExporting

Thetermrelatestosituationsinwhichultimatepricesareraisedbyshippingcosts,insurance,packing,tariffs,longerchannelsofdistribution,largermiddlemenmargins,specialtaxes,administrativecosts,andexchangeratefluctuations.132.Taxes,Tariffs,Administrativecosts

“Nothingissurerthandeathandtaxes.”Atariff,aspecialformoftaxation,ischargedwhengoodsarebroughtintoacountryfromanothercountry.Atariffmaybeleviedforthepurposeofprotectingamarketorforincreasinggovernmentrevenue.Thesecostsresultinhigherprices,whicharegenerallypassedontothebuyeroftheproducts.143. InflationInflationcausesconsumerpricestoescalateandtheconsumerisfacedwithrisingpricesthateventuallyexcludemanyconsumersfromthemarket.154.MiddlemanandTransportationCostsLongerchannellength,performanceofmarketingfunctionsandhighermarginsmaymakeitnecessarytoincreaseprices,suchassellingfoodsinJapan.165.ExchangeRateFluctuationsand

VaryingCurrencyValuesCurrencyvaluesswingagainstothercurrenciesonadailybasis,whichmaymakeitnecessarytoincreaseprices17ExportStrategiesUnderVaryingCurrencyConditionsStress,pricebenefits

ExpandproductlineandaddmorecostlyfeaturesShiftsourcingandmanufacturingtodomesticmarketExploitexportopportunitiesinallmarketsConductconventionalcash-for-

goodstradeUsefull-costingapproach,butusemarginal-costpricingtopenetratenew/competitivemarketsWhenDomesticCurrencyis

WEAK...Engageinnonpricecompetitionbyimprovingquality,delivery,andafter-saleserviceImproveproductivityandengageinvigorouscostreductionShiftsourcingandmanufacturing

overseasGiveprioritytoexportstorelativelystrong-currencycountriesDealincountertradewithweak-currencycountriesTrimprofitmarginsandusemarginal-costpricing

WhenDomesticCurrencyis

STRONG...SOURCE:S.Tamur

Cavusgil,"UnravelingtheMystiqueofExportPricing,"

BusinessHorizons,May-June1988,figure2,p.58.18ExportStrategiesUnderVaryingCurrencyConditionsSOURCE:S.Tamur

Cavusgil,"UnravelingtheMystiqueofExportPricing,"

BusinessHorizons,May-June1988,figure2,p.58.Speedrepatriationofforeign-earnedincomeandcollectionsMinimizeexpendituresinlocal,hostcountrycurrencyBuyneededservices(advertising,insurance,transportation,etc.)indomesticmarketMinimizelocalborrowing

BillforeigncustomersindomesticcurrencyKeeptheforeign-earnedincomeinhostcountry,slowcollectionsMaximizeexpendituresinlocal,hostcountrycurrencyBuyneededservicesabroadandpayfortheminlocalcurrencies

BorrowmoneyneededforexpansioninlocalmarketBillforeigncustomersintheirowncurrencyWhenDomesticCurrencyis

WEAK...WhenDomesticCurrencyis

STRONG...197.1.3Needsoftheinternationalmarket各國的市場需求狀況和支付能力各不相同。企業(yè)需要深入研究目標市場消費者的消費習慣和收入分布情況207.1.4Competitionofthemarket

企業(yè)定價的最低界限取決于該產(chǎn)品的成本費用，產(chǎn)品的最高價格取決于產(chǎn)品的市場需求，在兩者之間，企業(yè)定價則取決于競爭者同種產(chǎn)品的價格水平。企業(yè)在不同競爭條件下的“定價自由度”完全競爭條件下，賣主和買主只能是價格的接受者而不是價格的決定者；壟斷性競爭條件下，賣主不是消極的價格接受者，而是強有力的價格決定者；寡頭壟斷的條件下，少數(shù)幾家大公司控制市場價格：完全寡頭壟斷，企業(yè)定價的自由度較??；不完全寡頭壟斷競爭，企業(yè)定價的自由度較大；完全壟斷條件下，賣主完全控制市場價格，可以隨意定價。217.1.5GovernmentPolicies手段:關(guān)稅、稅收、匯率、利息、競爭政策等美國：農(nóng)產(chǎn)品補貼中國：出口退稅22ApproachestoLesseningPriceEscalationMethodsusedtoreducecostsand,thus,lowerpriceescalationinclude:LoweringCostofGoods:FirmscanlowercostsbyeliminatingcostlyfeaturesinproductsorbymanufacturingproductsincountrieswherelaborcostsarecheaperLoweringTariffs:FirmscanlowerpricesbycategorizingproductsinclassificationswherethetariffsarelowerLoweringDistributionCosts:Firmscandesignchannelsthatareshorter,havefewermiddlemen,andbyreducingoreliminatingmiddlemanmarkupUsingForeignTradeZones:Firmscanmanufactureproductsinfreetradezoneswheretheincentiveofferedistheeliminationoflocaltaxes,whichkeeppricesdown23第二節(jié)國際市場產(chǎn)品定價方法選擇定價目標測定需求的價格彈性估算成本分析競爭對手的產(chǎn)品與價格選擇適當?shù)亩▋r方法選定最后價格24成本導向定價法：

成本價成法、目標定價法競爭導向定價法：

密封投標定價法、通行價格定價法需求導向定價法：

認知價值定價法、逆向倒推法、習慣定價法25定價策略新產(chǎn)品定價折扣定價心理定價組合產(chǎn)品定價差別定價或稱價格歧視地區(qū)定價策略26

第三節(jié)國際營銷定價決策出口定價決策：

出口報價貨幣選擇

貨幣匯率變化的影響

傾銷27貨幣匯率變化

本國貨幣貶值企業(yè)制定出口價格選擇：保持本國貨幣表示的價格不變：短期促進出口保持外幣表示的價格不變：實踐中往往行不通原因：1、不降價，可能會損失定單；

2、本國其他企業(yè)可能選擇降價出口；

3、其他國家企業(yè)可能會通過降價，保持競爭力28本國貨幣升值企業(yè)制定出口價格選擇：保持本國貨幣表示的價格不變：前提是產(chǎn)品價格彈性較小保持外幣表示的價格不變：成本的提高使企業(yè)發(fā)生虧損設(shè)法降低成本：貨幣升值可使進口便宜一些，企業(yè)可考慮進口一些生產(chǎn)原料以降低成本29TransferPricingStrategy1. Salesatthelocalmanufacturingcostplusastandardmarkup2. Salesatthecostofthemostefficientproducerinthecompanyplusastandardmarkup3. Salesatnegotiatedprices4. Arm’s-lengthsalesusingthesamepricesasquotedtoindependentcustomersPricesofgoodstransferredfromacompany’soperationsorsalesunitsinonecountrytoitsunitselsewhere,whichreferstointracompanypricingortransferpricing,maybeadjustedtoenhancetheultimateprofitofthecompanyasawholeFourarrangementsforpricinggoodsforintracompanytransferareasfollows:30DumpingOneapproachclassifiesinternationalshipmentsasdumpediftheproductsaresoldbelowtheircostofproductionTheotherapproachcharacterizesdumpingassellinggoodsinaforeignmarketbelowthepriceofthesamegoodsinthehomemarketEconomistsdefinedumpingdifferentlyWorldTradeOrganization(WTO)rulesallowfortheimpositionofadutywhengoodsaredumpedAcountervailingdutyorminimumaccessvolume(MAV),whichrestrictstheamountacountrywillimport,maybeimposedonforeigngoodsbenefitingfromsubsidieswhetherinproduction,export,ortransportation31ParallelImportationorGrayMarketsOnaccountofcompetition,firmsmayhavetochargedifferentpricesfromcountrytocountryIninternationalmarketing,thiscausesavexingproblem:ParallelImportationorGrayMarketsParallelimportsdevelopwhenimportersbuyproductsfromdistributorsinonecountryandselltheminanothertodistributorswhoarenotpartofthemanufacturer’sregulardistributionsystemThepossibilityofaparallelmarketoccurswheneverpricedifferencesaregreaterthanthecostoftransportationbetweentwomarkets32ParallelImportationorGrayMarketsForexample,theulcerdrugLosecsellsforonly$18inSpainbutgoesfor$39inGermany;andtheheartdrugPlavixcosts$55inFranceandsellsfor$79inLondonThus,itisp