实用外贸英语5.ppt

Unit3OnPrice,Itisknowntoallofusthatprice,whichshouldbecarefullyconsidered,isoneofthemostimportantfactorsintheinternationalbusinessactivities.众所周知，价格是国际商务活动中应当认真考虑的重要因素。Priceisthemoneyorotherconsiderationsexchangedforownershiporuseofaproductorservice.Theproductspriceincludesfixedcost,variablecostandexpectedprofit.价格就是为获得或者使用某种商品或服务而支付的货币货其他报酬。商品价格包括固定成本，可变成本和预期收益。,Thefixedcostandvariablecostofexportproductsmeanthetotalfigureofproductioncost,sellingcost,deliveringcost,taxesandtariffsandsomeotherunknowncosts.出口商品的固定成本和可变成本是指生产成本，销售成本，交货成本，一般税和关税以及其他不可预料的成本所构成的总成本。Inanytransactions,thebuyerwantstobuycheapandthesellerwantstoselldear.Inordertogettheexpectedtarget,thebuyerorthesellershouldknowthepricingstrategiesandotherfactorswhichcaninfluencetheprice.在任何交易中，买方希望买最低价，卖方希望卖高价。为了达到各自的目的，买卖双方都应当了解定价策略和其他影响价格变动的因素。,1.PricingStrategy定价策略Pricingstrategyispartoftheprocessofdevelopinganoverallmarketingstrategy.Accordingtoobjectionsofacompany,thepricingstrategymaybedemand-orientedorcompetition-oriented.定价策略是制定整个营销策略过程的一部分。根据公司的目标，定价策略可以分为需求型和竞争型两种。,Demand-orientedpricingexaminestheintensityofdemandasexpressedbyconsumers.Pricevarieswiththeintensityofdemandforaproduct,withahighpricechargedwherethereisahighdegreeofinterestintheproductandalowpricewhendemandisweak.需求型定价策略考虑的是消费者表现出对商品的强烈需求愿望。由于消费者对商品需求愿望的不同，价格也随之不同，如果对某种商品的需求特别强烈，其价格也会高很多，如需求量小，该商品的价格会很低。,Competition-orientedpricingexaminesthepricingbehaviorofcompetitors.Firmswhichrelyentirelyonthecompetitiveelementtodetermineapricewillsetitatalevelwhichisjustaboveorbelowthepricesobtainedinthemarket.竞争型价格策略考虑的是竞争对手的问题。如果公司完全依靠竞争来决定价格的话，该价格会高于或低于市场的预期。,Besideswhathavebeenmentionedabove,theinternalandexternalfactorswhichcanaffectpricingshouldbenoted.除此之外，还应考虑到影响定价内部和外部因素。Internalfactors:（1）marketingobjectives营销目的（2）marketingmixstrategies营销组合策略（3）costs成本Externalfactors:（1）themarketanddemand市场与需求（2）competitorspriceandoffers竞争对手价格和条件,Inpracticalbusinessnegotiations,becausebaggingisacommonoccurrence,thebuyerorthesellershouldnotignorethefollowingitems,whichcanalsoaffectpricing.在实际商业谈判中，由于讨价还价是常有的事，所以，不管是买方还是卖方都不可忽略以下因素，因为它们也对定价产生影响。fluctuationofthecurrencyusedinthetransaction交易中所使用货币的波动性termsofpayment支付条款dateofdelivery交货日期packing包装,Everyoneknowsthatnegotiatingpriceisaskillneedingnervesofstill.Oncegiventhefactorsaffectingprices,thebuyerorthesellerisnowreadytoselectaworkableprice.Inanycase,thepricewillhavetobesomewherebetweenonethatistoolowtoproduceaprofitandonethatistoohightoresultinanydemand.大家知道，议价是一种技术，需要沉着和胆略。在了解到影响到价格的因素后，买方或者卖方就应选择可行性价格。无论在任何情况下，价格既不能太低，也不能太高，应在两者之间。价格太低，无利润可言；价格太高，无需求可言。,Inbusinessnegotiations,evenwhenthebuyerhasanadvantagethantheseller,becauseofoverproduction,andisaccordinglyabletodictateterms,suchasloweringtheprice,quickeningdeliverydateandsoon,heshouldconsidereverythingonthesellerattitudeandgivethereasonableprice.Ofcourse,whenthesellerhasanadvantageoverthebuyer,thesameattitudeshouldbeadopted.在商业洽谈中，由于生产过剩等原因，即使买方比卖方具有一定优势，并能提出种种条件，比如降低价格，缩短交货期等等，他也应该从卖方的态度来考虑问题，并给予合理的价格。当然，当卖方比买方具有一定优势时，也应采取同样态度。Themostimportantfactorforthebuyertobearinmindisthatthepriceitacceptsinacontractoughttobecompetitiveinhomemarket.对买方来说，最重要的是牢记在合同中接受的价格应在国内市场具有竞争力。,2.PricingObject定价目标Everymarkettask,includingpricingespecially,mustbedirectedtowardtheachievementofagoal,inotherwords,managementshoulddecideonitspricingobjectivesbeforedeterminingthepriceitself.Theobjectivescanbedividedintotwokinds:long-termobjectivesandshort-termobjectives.市场上每一项工作，尤其包括定价，必定是为了达到某种目的。换而言之，经营者在决定价格本身之前，必须首先明确定价目标。定价目标可分为两类：长期目标和短期目标。,Long-termobjectivesareusuallyconcernedwithprofitabilityandmarketshare.Firmswhichconsiderpriceasastrategicmarketingweaponwilldevotemoreattentiontolong-termpriceobjectivesthanthosewhichviewpriceasatacticalinstrumenttogainshort-termadvantageinthemarket.长期目标通常是关于盈利情况和市场份额。有些公司把价格作为一种战术手段以求在市场上取得短期优势。与此相比，那些将价格作为战略性的营销武器的公司，则更重视定价的远期目标。,Short-termobjectivesareusuallyspecifiedinannualbudgetsdevelopedbythefirmforanumberofitemsincludingprofits,salesvolumeandmarketshare.短期目标一般体现在公司的年度预算中，包括利润，销售额和市场份额等几方面。Themainobjectiveswhetherlong-termorshot-term,establishedbythecompanyareorientedeithertowardprofits,towardsales,ortowardmaintainingthestatusquo.公司所确定的主要目标，无论长期的还是短期的，都是为了取得利润，扩大销量或维持现状。,3.PricingPrinciples定价原则Itisverycomplicatedtomakeagoodpriceforaproductintheimportandexportbusiness.Inordertodoitwell,weshouldcarryoutcorrectlyourpricingprinciplesandbesuretomasterthechangingtrendoftheinternationalmarket.Wemusttakenintoaccountallthefactorsthatmayinfluencepricingandreinforcethecalculationofcost,profitandloss.在进出口业务中，确定一个合理的价格是一项十分复杂的工作。为了做好这项工作，必须正确贯彻我国进出口商品的作价原则，切实掌握国际市场价格的变动趋势，充分考虑影响价格的各种因素，加强成本和盈亏的核算。,Inordertopricingproperly,thefollowingthreeprinciplesshouldbeadheredto:在确定进出口商品价格时，必须遵循下列三项原则：Topriceaccordingtotheinternationalmarket.按照国际市场价格水平定价Theinternationalmarketpriceismadeonthebasisofinternationalmeritsandformedinthepoliciesofdifferentmarketcompetition,whichcanbeacceptedbothbythebuyerandseller.国际市场价格是以商品的国际价值为基础并在国际市场竞争中形成的，它是交易双方都能接受的价格。,2.Topricebasedonthesituationsofdifferentpoliciesofvariouscountriesandregions.结合国别，地区政策定价Inordertoletforeigntradeworkinwiththediplomaticpolicies,weshouldconsiderthepoliciesofdifferentcountriesandregionsinthereferencewiththeinternationalmarket.为了使外贸配合外交，在参照国际市场价格水平的同时，也可适当考虑国别，地区政策。,3.Topricebasedonthepurposeofpurchasing根据购销意图定价Thepriceofgoodstobeimportedandexportedcanbemadeaccordingtotheinternationalmarket,andbemadebasedonthepurposeofpurchasing.Thatistosay,thepricecanbealittlehigherorlowerthantheinternationalmarket.进出口商品在国际市场价格水平的基础上，可根据购销意图来确定，即可略高于或略低于国际市场价格。,4.PricingMethods定价方法Ininternationalsalesofgoods,thefollowingmethodsofpricingcanbeused:在国际货物买卖中，可采取下列几种作价办法：（1）Fixedpricing固定价格Thesellerdeliversandthebuyeracceptsthecommodityatafixedpriceagreedbybothparties,neitherpartyshallhavetherighttochangetheagreedprice.买卖双方按约定价格交接货物和收付货款，任何一方无权要求对约定价格进行变更。,（2）Flexiblepricing暂不固定价格Thepricingtimeandthepricingmethodarespecifiedinthepriceterms,forinstance:“thepricewillbenegotiatedanddecidedbybothparties60daysbeforetheshipmentaccordingtotheinternationalpricelevel”.0ronlythepricingtimeisfixed,e.g.“tobepricedonJuly15,2010bybothparties”.在价格条款中明确规定定价的时间和方法，如“在装船前60天，参照国际市场价格水平，协商议定正式价格”。或只规定作价时间，如“由双方在2010年7月15日商定价格”。,（3）Partialfixedpriceandpartialunfixedprice部分固定，部分不固定价格Thepartiesconcernedonlyfixthepriceforthecommoditiestobedeliveredrecently,andleavethepriceofthecommoditiestobedeliveredinthelongtermopen.交易双方只约定近期交货部分的价格，远期交货部分的价格，则待以后商定。,（4）Floatingprice滑动价格Atthetimeofpricing,thepriceadjustmentisalsostipulated,e.g.“iftheconcludedpriceforotherbuyersis5%higherorlowerthanthecontractprice,bothpartieswillnegotiatetoadjustthecontractpriceforthequantityofthecontract”.在规定价格的同时，还规定价格调整条款。如“如果卖方对其他客户的成交价格高于或低于合同价5%，对本合同的数量，双方协商调整价格”。,Inordertomasterthepricingwell,therearethreetechniquesofpricingexportproducts,whichcanbeindicatedasfollows.为了把握好商品的定价，给出口商品定价有三种基本方式：Cost-pluspricingapproach成本加成法Itisoneinwhichtheexportercalculateshiscostsandaddsthedesiredmark-uptocoverunassignedcostseitherintotalorperunit.Thechiefmeritofthisapproachisitssimplicity.就是出口商计算出成本，再加上预期的加成，以弥补总产或单产中的未分摊的成本。这种方法的主要优点是简单方便。,Break-evenpricingapproach收支平衡法Itisamethodinusebyanumberoffirmswhichextendsthecostapproachsomewhatalongwiththeroadtoconsideringthemarket,andalsothemethodofdeterminingthequantityofsalesatwhichthefirmsrevenueswillequalitscostidentifyingabreak-evenpointatthespecificprice.Thus,thereisadifferentbreak-evenpointfordifferentsellingprice.Salesofquantitiesabovethebreak-evenpointoutputresultinaprofitoneachunit.Thefurtherthesalesareabovethebreak-evenpoint,thehigherthetotalandunitprofits.Salesbelowthebreak-evenpointresultinalosstotheseller.,它是许多公司采用的方法。它在一定意义上是公司将成本加成法延伸，并考虑市场的一种方法，并且是决定公司的收入等于支出时的销售量确定在某一特定价格时的损益平衡点的方法。因此，每一不同的售价都有其不同的损益平衡点。超过该点销售量的每个单位产品都产生利润。销售量超过损益平衡点越多，总产和单产带来的利润就越高。低于该点的销售量，会使卖方产生亏损。,Marginalpricingapproach边际成本法Sometimestheexportpricesetismuchlowerthanthedomesticpricebecauseofthecomplexitiesofthemarketanddifferentpolicy-makingconsiderations.Inmanycases,thecompanyhasmoreproductioncapacitythanthehomemarketcanabsorb.Businessmenarenaturallyreluctanttoreducetheirprices.Butthekeytomarginalpricingistoviewhomesalesandexportsalesasseparatecompartmentandtoconsideryourexportsalesasextrasales.Ifyouarerecoveringyourfixedcostwithyourhomesales,youcanconsidertheextracostoftheadditionalproductsmadeforexporttobeonlythevariablecostsinvolved.Marginalcostpricingisag