采购与供应链管理课件价格

Chapter7Buyingattherightprice,Priceisdefinedasthevalueofacommodity/servicemeasuredintermsofthestandardmonetaryunit(货币单位).Inturn,pricecouldinfluencethesupplyanddemand;Demandandsupplycaninfluencetheprice.Therelationshipbetweenpriceanddemand:theriseorfallofpriceinfluencesthedemand.,1.Price,2.Elasticityofdemand,Ifaslightchangeinthepricecouldcauseadramaticchangeindemand,thedemandisaelasticdemand.Ifadramaticchangeinthepricecouldcauseaslightchangeindemand,thedemandisinelastic.,Priceelasticityofdemand=Changeinquantitydemand(%)/Changeinprice(%),1Therearefewornosubstitutesorcompetitors.2Thereisabuyerinertiathatis,buyersareslowtochangetheirbuyinghabitsandsearchforalternativesourceoflowerprices.3Buyerdonotorfailtochallengethehigherprice.,2.1WhenDemandislikelytobelesselastic,Ifdemandiselastic,whensuppliersreducestheirpieceasalowerprice,theirrevenuewillincreaseordecrease?,2.2Priceelasticityofsupply,1.Give3examplesofhouseholdcommoditiesforwhichdemandiselasticand3ofthoseforwhichdemandisinelastic.2.Give3examplesofcommoditiesformanufacturingwhichdemandiselasticand3ofthoseforwhichdemandisinelastic.,Discussion：,Ifdemandiselastic,supplierswillconsiderreducingtheirpieceasalowerpricewillresultinenhancedrevenue:,2.2Priceelasticityofsupply,Priceelasticityofsupply=Changeinquantitysupplied(%)/Changeinprice(%),Discussionquestions,Whichofthefollowingstatementsaretrue?videincentives,1.Theitemdealtinmustbehomogeneous(同质的)sothatbuyersareindifferentregardingsellersfromwhomtheymaketheirpurchasesthereisanabsenceoftradeorproprietaryname,forexample.2.Theitemmustbeeasilytransportable.3.Theremustbemanybuyersandsellerssothattheformercannotartificiallyrestrictdemandorthelattersupply.,3.1Conditionforperfectcompetition,4.Thereshouldbeanabsenceofreferentialtreatment(优惠政策)ofordiscrimination（歧视性待遇）againstanybuyersandsellers.5.Easycommunicationmustexistbetweenbuyersandsellers.,3.1Conditionforperfectcompetition,Monopoly（垄断）：NoentryOligopoly（多寡头垄断）：LimitedentryMonopolisticcompetition(垄断下的竞争)：competitionbetweensuppliers.,3.2Imperfectcompetitionandmonopoly,Suppliercannotcontrolpriceandquantitysimultaneously.,3.2Imperfectcompetitionandmonopoly,3.2Imperfectcompetitionandmonopoly,Oligopolycompetition,Intensecompetitionbetweensuppliers.,3.2Imperfectcompetitionandmonopoly,Discussionquestions,Page456,12.5(Privatization,民营化，私营化）1979,MargaretThatcher,Animportantaspectofpurchasingisthenegotiationofthepricetobepaidtothesupplier.Suppliersconditionsinpricingagreements.2pricingmodels.,4.Priceagreement,4.1Suppliersconsiderationsinpricingagreements:,1.Generalcondition：Theirpositioninthemarket,monopoly?Long-termvalueofthepurchaser,promptnessofpaymentandsoonDemandiselastic(wheretherearesubstitutes)orinelastic(wheredemandisnotaffectedbytheprice?).,2pricingmodels(twocategories)1）cost-basedmodels：costmark-up(cost-plus)pricingmodel；marginalpricingmodel;rateofreturnpricingmodel.P439定价模式：成本加价模式；利润空间定价模式；收益率定价,4.Priceagreement,2）Market-drivenmodels：Pricevolumemodel(breakevenanalysis)，Marketsharemodel，(profitabilitydependsonpenetrationarrivedbythesupplier)Marketskimming，Currentrevenuepricingmodel(coveroperatingcostratherthanachieveprofits),4.Priceagreement,2）Market-drivenmodels：Promotionalmodel(shorttermdiscounts)Marketsegmentpricingmodel（homeandabroad，age-stagemilkpowder）Competitionpricingmodel（dynamicpricing,section6.9,reverseauctionprocess）,4.Priceagreement,Anassumptionisthatthemarketispriceinelasticandwillbeattractedtotheuniquecharacteristicsoftheinnovation.Becauseofthehighpriceemployed,theproducttypicallyispositionedtoinnovatorsandearlyadopters.Skimmingisaparticularlyattractivestrategywhenmarketersfacehighinvestmentsinresearchanddevelopment,orproductionandothermarketingrelatedstart-upcostsarehigh.Settingahighpricefortheproducthelpsrecoverthesecostsquickly.,Marketskimming,Marketskimming,ArecentexampleofmarketskimmingisprovidedbySonysDigitalMavicaCamera(Exhibit3).Introducedin1997.Thecamerawaspricedhigh,ataroundeighthundreddollarsperunit.Thiscameraistargetedtoinnovatorsandearlyadoptersofphotographicandcomputerequipment.,Marketskimming,Itwasdistributedincamera,computer,andelectronicsspecialtystores.Thecamerawaspromotedheavilyinprintandelectronicmediatargetedspecificallytoinitialadopters.Littletelevisionandradioadvertisingwasemployed.Similarly,littleuseofsalespromotions,suchascouponsandrebateswereusedtosupporttheinitiallaunch.,4.2Purchaserconsiderationsinpricingagreements:,Purchaserwillconsider:Theriskattachedtothepurchaseandthemethodofpricing.Page441,Figure12.3.Thepurchasersposition.Whetherthepurchaseisleverage,strategic,non-criticalorbottleneckproductAnyotherfactors?,4.2Purchaserconsiderationsinpricingagreements:,Purchaserwillconsider:Whetherthepurchaseisarebuy,modifiedrebuyornewbuyitem.Thenumberofsuppliersinthemarket.Pricespaidbythecompetitors.Whatmaybeconsideredafairprice?,5.Priceagreements,Firmpriceagreements:contractsthatarenegotiatedwithfixedpaymentschedules,paymentbasedonmilestonesorpaymentbasedonfixedfeesoraservice.Allriskarebornebythesupplierandpurchaserknowsfromthestartwhatistobepaid;Incentivetoproduceefficiently;Aminimumofadministrationisinvolved.,Costpriceagreements,Afixedpercentageisaddedtotheproductionorconstructioncost-aremoredisadvantageoustothepurchaser,inthat:AllfinancialrisksaccruetothebuyerDifficulttoadminister.Financialandmanagementaccountantsandspecialiststaff.,Variationsinfirmandcostpriceagreements,Inpractice,factorssuchastheescalationinmaterialcosts,asaresultofinflationorpayrisesduringtheperiodofacontract,theneedtoprovideincentivesorthedifficultyofmeasuringtheworktobedonemakeitdesirabletoreducetheriskstoboththepurchaserandsupplierbyincorporatingvariationsintobothfirmandcosttypecontracts.Table12.2(P445),6价格协议中采购方应考虑的问题,行业固定价格协议和成本价格协议的变更：由于在合同的有效期内材料成本的攀升，通货膨胀或工资增长，需要对合同的执行进行激励等因素，采购方和供应方都乐于对行业固定价格合同和成本价格合同共同协商出一些变通的形式，以降低各自的风险。,Targetcostwithorwithoutmaximumprice,Targetcostwithmaximumprice：theprofitincludetheprofitthatthebothsidehavealreadyagreed.Targetcostwithoutmaximumprice：theagreementcancontinuea