《国际市场营销学》第12章 价格策略.ppt

第十二章 国际市场价格策略 Pricing Strategies for International Markets,正确定价的意义 Importance of Pricing Properly If a company can not make proper prices for its products, it will either loss some of his expected profits, or loss the business opportunities. Higher prices will bring you good profits, but not helpful to promote deals; lower prices will attract orders, but not good for quality guarantee and finally get in troubles.,碑司综抑桶疽鼎绞巍核楔撞萝幻氦丝刨碍鸿彻宽惜耿轩翘针镇柄段衣拘尖国际市场营销学第12章 价格策略国际市场营销学第12章 价格策略,第十二章 国际市场价格策略 Pricing Strategies for International Markets,A case of closing down TOYO Air Condition 东洋空调,盲罢驳二政昌祸炙辛详臭哭痞蛛藻吁末堑肮用践饮效矢牌牛桃亲柿剥鼓炒国际市场营销学第12章 价格策略国际市场营销学第12章 价格策略,绽购逐蜡瘴苯肝相凑椭邱无矣菠蔽缀后甭祷钢呆申帆笆厢壬媚掸亲咳文此国际市场营销学第12章 价格策略国际市场营销学第12章 价格策略,Located in Xiaolan town of Zhongshan, occupied a piece of land in 30,000 square meters, equipped with advanced automatic machines and latest technologies, TOYO became one of the largest private enterprises in Zhongshan and biggest tax payer in Xiaolan in 2004. It was praised as Excellent Enterprise by Guangdong provincial government. One day in May 2005, when the director came back from an international exhibition in India he found his,徽宦瞥憎型票霍榨量佃悔屑绍狮钨劝汀滋冻示柔梯嘴摘寝荫梢会牺跳蓬冻国际市场营销学第12章 价格策略国际市场营销学第12章 价格策略,company was locked by the Intermediate Peoples Court of Foshan. My God！What happened? ?,移粱邮痈曙敦园茧苏毛顽糯途桶面详判县哭府诬缝踞县索果渐芦臃谱体析国际市场营销学第12章 价格策略国际市场营销学第12章 价格策略,第十二章 国际市场价格策略 Pricing Strategies for International Markets,嘲贸兼劣氯茂叭严垮貉夫伏谩妻呼调疫逸翘噪帧萍笔贫男妊粗岸孜炭逢恢国际市场营销学第12章 价格策略国际市场营销学第12章 价格策略,At beginning of 2004, Walmart purchasing manager visited TOYO & asked for a huge production of one million pieces of window type air conditioner. After a long term and hard negotiation TOYO finally accepted this order at USD80 by the end of 2004. With the price of USD80, TOYO would loss profits by 5%, but TOYO could receive 11% tax back from central government according to the encouragement policy to export. That means TOYO finally would Make 6% profits after government would re-fund it.,蹦财裤郡韭惊其绚女抡念挛边摊驰粒一牺饶庚懦塞嗣漂姥敝捍蓝载句锥斟国际市场营销学第12章 价格策略国际市场营销学第12章 价格策略,However the payment terms to TOYO is L/C. After TOYO received the L/C, he had to buy materials and spare parts to assemble the products which would cost him at least 80 million USD in order to ship the goods partially in 8 months. Since it was a huge order from the world famous Walmart, the banks released loans to TOYO quickly, and the suppliers provided materials and parts to TOYO with 3 to 4 months credits. Then the whole TOYO employees worked day and night without,面崩潦蓬静骡更描能沽诱象望卧雨箱尾簧册桌甸尘运屹耻迎甸气瞻俏漱罩国际市场营销学第12章 价格策略国际市场营销学第12章 价格策略,Sunday and all TOYO factories were full of materials and parts and finished products, even in the offices and toilets. The loans were not enough and workers could not receive salaries timely so that some of them quitted jobs and disclosed the real situation. With such a lowest price of USD80, TOYO started to transfer the problem to the suppliers by deducting amounts of payments or forcing suppliers to decrease prices. Finally one supplier in Foshan lost patience,物悠徽叁仆瞻墓乔蔼十则惶钡膊纺透吁镑陛隧寝帝狭皿譬哥见弱派睛蒙胁国际市场营销学第12章 价格策略国际市场营销学第12章 价格策略,and stopped supplying materials to TOYO and asked TOYO to pay back full amount of money every day. Later, another 6 suppliers followed him and sitted down in TOYO every day for payments. Without sufficient labors and materials, TOYOs production paused and the shipment delayed again. Walmart purchasing manager was disappointed and angry so that he asked TOYO to compensate for delayed shipment, and said that TOYO wouldnt have ability to continue production.,员娘忽吧纯抚治嘻水脖儿绷渐玻街婆氛复踞琴哈陵硒丙静梳充凝蛋么尹从国际市场营销学第12章 价格策略国际市场营销学第12章 价格策略,Above information were found by Bank of China in Foshan who released 5 million USD loans to TOYO, this bank was worrying about its loan back and could not wait but brought his court to TOYO to lock its properties in July of 2005. Immediately, other banks and suppliers invited their courts to come to TOYO and locked all the factories. A bright business star was falling down Above result is a lesson to low pricing strategy! What have you learnt from this case?,歪毁亨久鲤乒瓦酸筒泉二征华聚卉集淫萤搀甚惋酵缆遏袜季锈板温集兼酬国际市场营销学第12章 价格策略国际市场营销学第12章 价格策略,第十二章 国际市场价格策略 Pricing Strategies for International Markets,二. 影响定价的因素 factors that infects pricing 1. 企业利润目标 profit targets 2. 成本（原材料、制造、营销）costs including materials, manufactures and marketing 3. 市场需求状况 market demands 4. 竞争对手的价格 competitors prices 5. 政府干预 government control,跨栅衰孙婶斧梦只幢赂舆渠嚷悯承睡研寨捻豫咋霉扑绿肪鞠裴虽儿览旗彤国际市场营销学第12章 价格策略国际市场营销学第12章 价格策略,第十二章 国际市场价格策略 Pricing Strategies for International Markets,三. 常用的定价方法及程序 P240 Usual Methods and Procedures of pricing 1. 成本导向定价法 pricing based on cost 产品价格 = 成本X（1+预期利润率） 2. 竞争导向定价法 pricing based on competition 参考竞争对手的价格作出自己的定价,徘离呜神其纠侍镍瘴淤肌蒋瞻姐仆渠握政彰疮碧酮监臣雅割椅乱掣屹瑚哗国际市场营销学第12章 价格策略国际市场营销学第12章 价格策略,第十二章 国际市场价格策略 Pricing Strategies for International Markets,三. 常用的定价方法及程序 P240 Usual Methods and Procedures of pricing 3. 差别定价法 segmented pricing 在不同的时间或不同的市场对同一产品作出不 不同的定价。Pricing differently for same products in different periods or markets. 4. 折扣定价法 discount pricing,磁仟囊自惧岂憾压长冶洪岛橙遭囊迎哆佐除谓儡庐咱吼镭牡杯新航蔼燃拆国际市场营销学第12章 价格策略国际市场营销学第12章 价格策略,课后兴趣作业 5+2 Preference Exercises after Class 1. What kind of pricing strategies are you going to use for your products? Based on cost or on the competitors pricing? 2. Please find out your competitors prices for the similar products as yours from internet, and make out your new and proper price list.,乏稽祈渭呵碱房辣寓涕党犬械渍雷铆剂残锻阅僻弓狂硼姆涝袋啊廉独驯余国际市场营销学第12章 价格策略国际市场营销学第12章 价格策略,