第八章国际市场定价策略.ppt

1、第八章 国际市场定价策略Chapter Eight Pricing Strategy价格是营销组合中唯一产生收益的要素，其他都是成本。因此，在制定营销决策时，定价应该作为一种积极的手段而被采用。Michael Czinkota&Ilkka Ronkainen,International Marketing,6th Ed.,Thomson Learning,20012Chapter Eight Pricing Strategy内容提要n定价目标n定价方法n定价策略n出口产品定价n倾销与反倾销3Chapter Eight Pricing StrategyLearning Objective 定价目

2、标定价目标List and explain a variety of pricing objectives14Chapter Eight Pricing Strategy定价目标 Pricing ObjectivesProfit-Oriented Pricing ObjectivesProfit-Oriented Pricing ObjectivesSales-Oriented Pricing ObjectivesSales-Oriented Pricing ObjectivesStatus Quo Pricing ObjectivesStatus Quo Pricing Objectives

3、Prestige Pricing ObjectivesPrestige Pricing Objectives15Chapter Eight Pricing Strategy利润导向定价目标Profit-Oriented Pricing ObjectivesProfit-Oriented Pricing ObjectivesProfit-Oriented Pricing Objectives利润最大化利润最大化ProfitMaximization满意利润满意利润SatisfactoryProfits目标投资收益目标投资收益Target Returnon Investment16Chapter E

4、ight Pricing Strategy利润最大化 Profit Maximization制定价格使得总收入尽可能多的超过相应的总成本Setting prices so that total revenue is as large as possible relative to total costs.1古典经济理论-边际分析-实现困难7Chapter Eight Pricing Strategy满意利润与目标投资收益Satisfactory Profits&Target Return on Investment 制定价格使得短期或长期的目标利润达到销售额或投资额的某一百分比(通常为公认的“

5、fair”profits)1方便管理层、股东、公众等进行公司业绩评价8Chapter Eight Pricing Strategy投资收益率Return on Investment,ROI税后净利润除以总资产Net profit after taxes divided by total assetsTotal assetsROI=Net Profit after taxes19Chapter Eight Pricing Strategy销售导向定价目标Sales-Oriented Pricing Objectives市场份额市场份额MarketShare销售额最大化销售额最大化SalesMax

6、imizationSales-Oriented Pricing ObjectivesSales-Oriented Pricing Objectives110Chapter Eight Pricing Strategy市场份额 Market Share公司产品销售额(量)占全行业总销售额(量)的百分比A companys product sales as a percentage of total sales for that industry市场份额与ROI通常表现出较强的正相关关系111Chapter Eight Pricing Strategy销售额最大化Sales Maximizatio

7、nn利用价-量关系达到短期收入(现金流)最大化 Short-term objective to maximize salesn忽略利润、竞争和I营销环境 Ignores profits,competition,and the marketing environmentn可用以处理过剩存货May be used to sell off excess inventory如换季产品112Chapter Eight Pricing Strategy现状定价目标Status Quo Pricing Objectives维持既定价格维持既定价格Maintainexisting prices应对竞争价格应对

8、竞争价格MeetcompetitorspricesStatus Quo Pricing ObjectivesStatus Quo Pricing Objectives113Chapter Eight Pricing Strategy现状定价目标Status Quo Pricing Objectivesn也叫“Market pricing，市场（竞争）定价”，在所有定价目标中看似最为被动无须计划，随行就市，避免价格战，但又直面价格战，可能发生在完全竞争市场：都是价格接受者垄断竞争市场：价格战两败俱伤，竞争在价格之外寡头垄断市场：存在价格领袖(price leader)1Value Pricing

9、同价异质14Chapter Eight Pricing Strategy声望定价目标Prestige Pricing Objective高价以帮助建立产品的优质形象Charging a high price to help promote a high-quality image.1只买贵的，不选对的？15Chapter Eight Pricing Strategy质量指示器 Indicators of QualityBrand NameBrand NamePricePriceAppearanceAppearanceRetailer Retailer ReputationReputation1

10、零售商信誉外观价格品牌16Chapter Eight Pricing StrategyLearning Objective 定价方法定价方法Explained How PricesAre Determined217Chapter Eight Pricing Strategy定价方法 Pricing MethodsPricing MethodsPricing MethodsCustomary PricingSupply&DemandCost-Plus PricingBreak-Even Analysis218Chapter Eight Pricing Strategy惯例定价Customary

11、Pricing按照传统、或根据顾客预期，随行就市定价2不以价格为主要营销手段，而是依靠非价格竞争适于现状、声望定价目标19Chapter Eight Pricing Strategy惯例定价Customary Pricingn适用于现状定价目标、声望定价目标n不以价格为主要营销手段，而是依靠非价格竞争n完全竞争市场、垄断竞争市场、寡头垄断市场中的企业采用220Chapter Eight Pricing Strategy供求分析定价 Demand and Supply需求需求DemandThe quantity of a product that will be sold in the mark

12、et at various prices for a specified period.供给供给SupplyThe quantity of a productthat will be offered to the marketby a supplier at various prices for a specific period.221Chapter Eight Pricing Strategy需求曲线 The Demand Curve价格价格 PriceDD.501.001.502.002.50020406080100120需求量需求量 Quantity demanded222Chapte

13、r Eight Pricing Strategy供给曲线 The Supply Curve供给量供给量 Quantity suppliedSS价格价格 Price.501.001.502.002.50020406080100120223Chapter Eight Pricing Strategy价格均衡 Price Equilibrium供求均等时的价格The price at which demand and supply are equal.224Chapter Eight Pricing Strategy均衡价格 Equilibrium Price需求量需求量 Quantity dema

14、ndedSS价格价格 Price.501.001.502.002.50020406080100120DD过剩过剩过剩过剩SurplusSurplus短缺短缺短缺短缺ShortageShortage价格均衡价格均衡价格均衡价格均衡PricePriceEquilibriumEquilibrium225Chapter Eight Pricing Strategy需求弹性 Elasticity of Demand消费者(购买量)对价格变动的反应或敏感性Consumers responsiveness or sensitivity to changesin price2需求变动的百分比除以价格变动的百分

15、比26Chapter Eight Pricing Strategy需求弹性 Elasticity of Demand富有弹性富有弹性富有弹性富有弹性Elastic Elastic DemandDemanduConsumers buy more or lessof a product when the price changes缺乏弹性缺乏弹性缺乏弹性缺乏弹性InelasticInelasticDemandDemanduAn increase or decrease in price will not significantly affect demand单位弹性单位弹性单位弹性单位弹性Unit

16、aryUnitaryElasticityElasticityuAn increase in sales exactly offsets a decrease in prices,and revenue is unchanged227Chapter Eight Pricing Strategy需求弹性 Elasticity of Demand价格价格价格价格 Price Goes.Price Goes.收入收入收入收入 Revenue Goes.Revenue Goes.需求需求需求需求 Demand is.Demand is.下降下降Down上升上升Up富有弹性富有弹性Elastic下降下降Down下降下降Down缺乏弹性缺乏弹性Inelastic上升上升Up上升上升Up缺乏弹性缺乏弹性Inelastic上升上升Up下降下降Down富有弹性富有弹性Elastic升或降升或降Up or Down不变不变Stays the Same单位弹性单位弹性 Unitary Elasticity228Chapter Eight Pricing Strategy需求弹性 Elasticity of D