国际营销018.pptVIP

I n t e r n a t i o n a l M a r k e t i n g What Should You Learn? Components of pricing as competitive tools in international marketing The pricing pitfalls directly related to international marketing How to control pricing in parallel imports or gray markets Price escalation and how to minimize its effect Countertrading and its place in international marketing practices The mechanics of price quotations Global Perspective –the Price War Setting the right price for a product or service Key to success or failure An offering’s price Must reflect the quality and value the consumer perceives in the product Globalization of world markets Intensifies competition among multinational and home-based companies The marketing manager’s responsibility To set and control the actual price of goods in different markets in which different sets of variables are to be found Pricing PolicyPricing Objectives Pricing as an active instrument of accomplishing marketing objectives The company uses price to achieve a specific objective Pricing as a static element in a business decision Exports only excess inventory Places a low priority on foreign business Views its export sales as passive contributions to sales volume Pricing PolicyParallel Imports Parallel imports Develop when importers buy products from distributors in one country and sell them in another to distributors who are not part of the manufacturer’s regular distribution system Occur whenever price differences are greater than cost of transportation between two markets Major problem for pharmaceutical companies Exclusive distribution How Gray-Market Goods End Up in U.S. Stores Exhibit 18.1 Approaches to International Pricing Company policy relates to net price received Control over end prices Control over net prices Cost and market considerations Employ pricing as part of strategic mix Market-oriented pricing factors Full-Cost Versus Variable-Cost Pricing Variable-cost pricing Firm is concerned only with the mar