《国际市场营销学》第12章 价格策略.ppt
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1、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
2、 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
3、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 larg
4、est 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
5、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,
6、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
7、%, 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.
8、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 supp
9、liers 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
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