国际市场营销第八章国际市场价格策略ppt课件.ppt

Chapter8InternationalPricingStrategy 国际价格策略 1 Referencebook Cateora P RandJ L Graham Internationalmarketing IrwinMegraw Hill 第18章 国际市场定价 国际营销学教程 张景智对外经济贸易大学出版社第十章 2 Case PriceBattle 宝洁公司和金百俐 Kimberli clark 公司在巴西市场上的价格战把帮宝适和霍奇两个品牌推到了前所未有的位置 迫使全球尿布价格下跌 同时也拓展了全球一次性尿布市场 1993年 宝洁公司在巴西市场推出无饰边 不分性别的帮宝适尿布 当时在巴西一次性尿布还是非必需品 经过营销计划 需求迅速扩大 出现抢购风 宝洁公司一边开动新的生产线 一边用卡车从阿根廷运来尿布 3 不久金百俐公司进入巴西市场 推出霍奇一次性尿布 并得到了联合利华一个下属单位的大力帮助 金百俐迅速向市场纵深发展 联合利华为什么要和金百俐携手合作 两家公司早已达成协议 形成一个全球联盟 寻求双方都有利的合作和相互帮助机会 共同对付强大的宝洁 霍奇一次性尿布销售量迅速增长 并与宝洁在巴西最大的当地竞争者合作 推出了莫尼卡品牌 4 宝洁大受打击 第一个反应就是降价 接着是扩大产品线 开发高档尿布市场 金百俐立即予以还击 同样幅度降价 接着推出更便宜的莫尼卡纸尿布 四周以后宝洁再降价10 此时家乐福又出售从墨西哥进口的做工粗糙的廉价bye byepipi尿布 对尿布价格产生了全面的冲击 几家公司为了抢夺新顾客 轮番杀价 5 本次尿布价格大战的结果是一次性尿布的价格大跌 从1990年的每件1美元降到了1998年的每件20美分 2000年的每件13美分 一次性尿布市场从1995年的14亿美元增加到2000年的40亿美元 现在市场增长速度已经减缓 增加的幅度不大 但价格战依然存在 因为 真正的战争要等到市场不再成长时才会到来 价格竞争作为竞争工具在竞争中的地位越来越重要 6 1overview 1 What sinternationalpricing Thetasksneedtobeperformedtogettheproductfromplaceofmanufacturetoforeigncustomers 2 Companiesfacemanyproblemsinsettingtheirinternationalprices Priceescalation 价格升级 Pricingtoforeignsubsidiaries 国外的子公司 RecenteconomicandtechnologicalforcesTheInternet 7 3 Possibleinternationalpricingapproachesinclude Chargeauniformpriceallaroundtheworld Chargewhatconsumersineachcountrywillpay Useastandardmarkupofcostseverywhere 8 9 Internationalpricestendtobehigherthandomesticpricesbecauseofpriceescalation Factorsresultinpriceescalation cost suchasrawmaterial labour tariff pricingobjectives consumer sattitudeanddemand pricediscrimination compete governmentintervene fluctuationofcurrency quotationwayAndtherearealwaysdifferencesofthesefactorsindifferentmarket 10 Pricediscrimination demandelasticity 11 TwelveEuropeanUnioncountrieshaveadoptedtheeuroasacommoncurrency creating pricingtransparency andforcingcompaniestoharmonizetheirpricesthroughoutEurope 12 4 What sthepricingobjectivesofmultinationalcompany Basedontheimportancetothecompany thepricingobjectiveareasfollowingorder profit investmentyieldrate marketshare totalsalevolumeandcapitalturnoverspeedUsually theeasierthecompanycontrolthefinalprice thebetterforthecompanytorealizeitsobjectives 13 Infact theprocessofcontrollingthefinalpriceisfairlycomplexbecauseofthefollowingfactors productline thenumberofhostcountryconcerned channellengthandsoon Channellength longerchannelsthandomesticmarkets maydriveupenduserprices Priceinfluence distributionpartnersnegotiateforthelowestpossible landedcost 14 6 Theinternationalpricingstrategies Predatory quickshare of marketfocus lowerpricestodrivecompetitorsout thenraisepricesMultipointpricing pricinginonemarketmayhaveanimpactinanothermarket subsidizelowpricinginonemarketfromprofitsinanotherExperiencecurve useaggressivepricingtobuildvolumeandmovefirmdownexperiencecurve lowermarginalcosts 15 2InternationalPricingMeans 1 Cost Orientedpricing成本导向定价方法Itmeansthefirmwillpricingbasedoncostmainly Totalcost totalfixedcost marginalcostTotalcost producecost salecostProducecostincludingthecostofrawmaterials salaryandbonusoftheworkersandadministrators investmentofequipmentandworkshop Salecostincludingallkindsoffees suchastransportation storage selling tariff tax insuranceandapplytocustomer Itcouldbeclassifiedtotwotypes 16 1 Costpluspricing成本加成定价法Price totalcost profitBethesamewiththecompanythatmarginalcostmorethanfixedcost 2 Marginalcostpricing变动 边际 成本定价法ThecompanyonlytakethemarginalcostintoaccountBesuitabletothecompanythathaslargescaleandovercapacity 17 2 Market Orientedpricing市场 需求 导向定价法Itmeansthefirmwillpricingbasedonthemarket consumers demand Themorethedemandis petition Orientedpricing竞争导向定价法 撇油定价法和渗透定价法 Itmeansthefirmwillpricingbasedoncompetitor sprice Ithastwotypes Highpricetogainprofit撇油定价法Lowpricetogainmarketshare渗透定价法 18 4 其他定价工具 1 Internationalmarkettenancy国际市场租赁为大量资金短缺的外国企业提供获得设备的途径有助于销售新的 实验性的设备 使用者风险小 乐于接受 得到更好的维护和服务保证租赁收入比直接销售的收入更稳定 19 2 反向贸易 Countertrade 易货贸易 Barter 交易双方直接互换货物 例如 西方石油公司与前苏联达成的一项为期两年 金额200亿美元的协议 是迄今为止最大的易货贸易之一 按照该协议 西方石油公司用过磷酸向前苏联换取氨尿素和钾缄 20 补偿贸易 Compensationdeals 是用一部分实物 一部分现金来支付的贸易 例如 通用汽车公司曾将加之1200万美元的机车和柴油发动机出售给前南斯拉夫 南斯拉夫支付了800万美元现金 余下400万美元用南斯拉夫产的切削刀具来支付 麦道飞机公司与泰国做成了8架F A 18飞机的补偿贸易 泰国支付5 78亿美元现金 其余9300万美元则用泰国橡胶 谷物 家具 冻鸡 水果罐头支付 21 反向购买 Counterpurchase 卖方以某种确定的价格将某种产品出售买方 买方以现金支付货款 但这种贸易涉及两份合同 第一份合同以第二份合同为条件 第二份合同规定 卖方必须向买方购买加之相当于第一份合同总金额的全部或一定百分比的货物 如 麦道公司向前南斯拉夫出售一批价值1亿美元的DC 9飞机 后者要求麦道公司必须同时购买或转卖2500万美元的南斯拉夫货物 22 产品回购协议 Productbuy backagreement 卖方同意买方将部分货款以产出的一部分来支付或买方付清全部款项 但买方同意以后购回一部分产出 23 5 跨国公司内部定价战略划拨价格又称内部转让定价 是指跨国公司内部的母公司与子公司之间 或各子公司相互之间以购买或销售的形式转让商品 劳务时所使用的定价方法 高进低出和低进高出 24 3Adaptingpricestovariationsinmarketcircumstances Eventhoughdeterminingaproduct spriceleveliscomplicated mostfirmsdonotstopwiththeselectionofasinglelistprice Instead thefinalstepinthepricingprocessisusuallytodevelopapricestructure 物价结构 thatadaptsthepricetovariationsincostanddemandacrossgeographicterritories typesofcustomersanditemswithintheproductline 25 Geographicadjustments Whenfirmsellitsproductstocustomersindifferentpartsofthecountrywithinthedomesticmarket whatdothefirmshavetoadjust Firmsmustadjustpricesforthevariationsintransportationcosts Therearefollowingapproachfortheadjustment 26 1 FOBoriginpricing Themanufactureplacethegoods freeonboard 船上交货价格 离岸价 atransportationcarrier Atthispointthetitleandresponsibilitypassestothecustomer buyer whopaysthefreightfromthefactorytothedestination Maybethisisthefairestwaytoallocatefreightcharges eachcustomerpicksupitsowncosts Thedisadvantage themanufacturemaybeatacostdisadvantagewhentryingtoselltocustomersindistantmarkets 27 2 Freightabsorptionpricing Freightabsorption 运费免收 pricingistheoppositealternatives Itmeansthesellerpicksupallorpartofthefreightcharges It susedbythefirmswhichisnewcompetitorstryingtopenetratenewmarketsandsmallercompetitorsinmaturingindustriestryingtoincreasetheirshare Therationaleisiftheycanobtainmorebusiness theiraverageunitcosts 平均单位成本 willfallenoughtocompensateforthehighfreightcosts 28 3 Uniformdeliveredpricing Mostfirmuseacompromiseapproach Uniformdeliveredpricing 无论地点远近统一的交货价格 Itincludesastandardcharge equaltotheaveragefreightcostacrossallcustomers isassessedeverycustomer regardlessthelocation Theadvantageanddisadvantage tolowertheoverallcosttodistantcustomersanditiseasytoadministrator butraisescostsforcustomersnear 29 4 Zonepricing Zonepricing 分区定价法 isacompromiseapproachbetweenFOBanduniformdeliveredpricing Thecompanydividesthemarketintotwoormorepricingzonesandthenchargesallcustomerswithinthesamezonethesamedeliveredprice Certainly ahigherpriceissetfordistantzonesthanforthosecloser 30 Globaladjustments Geographicadjustmentsbecomemorecomplicatedwhenthegeographicareasinvolvedifferentcountries Whatshouldtheinternationalpricereflect Thepriceshouldreflecttransportationcosts differentexchangerates variationsincompetition marketdemand strategicobjective volumeversusprofitgeneration anddifferentgovernmentaltaxpoliciesorlegalregulations 31 1 FOB TominimizesuchadjustmentbyadoptingahighlystandardizedglobalpricingpolicysimilartoanFOBoriginpolicyinthedomesticmarket Tochargethesamepricearoundtheworldandrequireeachcustomertoabsorballfreightandimportduties 进口税 Thisapproachissimplebutitfailstorespondtovariationsinlocaldemandorcompetitiveconditions 32 2 Transferprice 内部调拨价格 Thefirmchargeatransferpricetotheirvariousnationalbranchesorsubsidiaries thengivelocalmanagersineachcountrywidelatitudetochargetheircustomerswhateverpricetheythinkmostappropriate Themerit SensitivetovariationsinlocalconditionsThedisadvantages toleadtoarbitrageinvolvingthetransshipmentofgoodsacrosscountrieswhenpricedifference 差价 exceedthefreight and dutycostsseparatingthemarkets thedifficultiesoncontrol whetherthestrategicobjectivesoflocalmanagersarealwaysconsistentwiththehigherbusinessandcorporateobjectives 33 Anintermediateapproach corporatemanagementestablishesanacceptablerangeofpricesandthengivelocalcountrymanagerstheflexibilitytoselectthepricewithinthatrangewhichisbestsuitedtolocaldemandandcompetitiveconditions 34 Discountsandallowance Tomotivateandrewardthosewholesalersandretailerstoperformneededmarketactivities Becausethefirmisrelyingonindependentwholesalersandretailerstodistributetheirproducts 35 1 Trade functional discount 商业折扣 同行折扣 批发折扣 Toinducewholesalersandretailerstocarryaproductandperformtheirusualmarketingactivitiesinitssupportbythesuggestretaillistprice Suchdiscountvary dependingontheintermediary swholesalerandretailerlevelinthechannelandthespecificactivitiestheyareexpectedtoperform 36 Examples Amanufacturewhodistributestereospeakerthroughachannelofindependentwholesaledistributorsandretailers Hemighthaveasuggestedretailpriceof 100foreachspeakerandatradediscountscheduleof50 15 The50representthepercentdiscountfromlistpriceofferedtoretailerswhocarrytheproduct The15isthediscountofferedtothewholesaler Thus aretailerwouldpay 50foreachspeaker 100 0 5 100 Thewholesalerwouldpaythemanufacture 42 50 50 0 15 50 37 2 Quantitydiscount Toencouragechannelmembers evenultimatecustomerstopurchasemoreoftheproduct Toofferapricereductionfororderinginlargequantities TheQuantitydiscount 数量折扣 大量购买折扣 oftenincreasesasordersizeincrease 38 3 Cashdiscount ACashdiscountisapricereductiontoencouragecustomerstopaytheirbillspromptly Whatdosesuchadiscount 2 10 net30 means Thismeansthepaymentinfullisduewithin30days butthebuyercandeduct2percentfromthepriceifpaymentismadewithin10days Suchdiscountshelpreducethecapitalthesellerhastiedupinaccountsreceivableandlowercollectioncostsandbaddebts 39 4 Allowance Toencouragechannelmembersorfinalcustomerstoengageinspecificbehaviorsinsupportoftheproduct Exampleabouttrade in 折价物 抵价购物 allowance consumerdurablegoods 耐用品 categories particularlyautomobiles Thereisessentiallyapricereductiongrantedtocustomersforturninginanolditemwhenbuyinganewone 40 Promotionalallowance suchascooperativeadvertisingprogramsrewarddiscountorretailersforadvertisingtheproductatthelocallevel orinduceretailerstodevotemoreshelfspacetotheproductortoencouragemiddlemen ssalespeopletoprovidemoreaggressivesellingsupport 41 Discriminatorypricingadjustment Discriminatorypricingoccurswhenafirmsellsaproductorserviceortwoormorepricesnordeterminedbyproportionaldifferencesincost Themotivation Totakeadvantageofdifferencesinthepricesensitivitiesorperformanceofvariouscustomersegments Specificdiscriminatorypriceadjustmentsinclude imagepricing timepricing