III.ExportPrice讲解.pptVIP

SEIB OF GDUFS Chapter Three Export Price 3.1 Expression of export price Four components in a standard format of a price: A code of currency: USD, CAD,CNY, EUR, GBP A number indicating the price unit A unit for measuring quantity: kg, gr, m/t, yd, set A certain trade term: FOB, CFR, CIF Examples: USD225.30/piece CIF New York FOB Guangzhou EUR12.80/set 3.2 Pricing considerations Cost Cost of production Direct cost: material costs, labour costs, allocation of fixed costs, packing costs, etc. Administrative costs: overhead Cost of sales Marketing costs: advertising, sales trip expenses, commissions intermediary services Cost of delivery Warehousing and transporting charge, insurance premium, taxes and tariffs, customs duties 3.2 Pricing considerations Anticipated profit margin in an absolute number in a percentage → profit margin Capability of target market Referring to the consumption power, income level, supply and demand relationship The higher the capital income of the target market, the higher the price Payment terms The lower the financing charges, the higher the risk of payment Other factors to be considered foreign exchange rates international market price for similar products policies and regulations in a particular market area 3.3 Calculation of price 3.3 Calculation of price Marginal Cost Pricing 边际成本定价 边际成本定价（Marginal cost pricing）边际成本定价是指这样一种定价规则，厂商或国有企业使得价格等于边际成本。边际成本定价法也叫边际贡献定价法，该方法以变动成本作为定价基础，只要定价高于变动成本，企业就可以获得边际收益（边际贡献），用以抵补固定成本，剩余即为盈利。其计算公式为： P = (CV + M) / Q P为单位产品价格；CV为总的变动成本；Q为预计销售量；M为边际贡献，M = S — CV；S为预计销售收入。如果边际贡献等于或超过固定成本，企业就可以保本或盈利。这种方法适用于产品供过于求、卖方竞争激烈的情况。在这种情况下，与其维持高价，导致产品滞销积压，丧失市场，不如以低价保持市场，不计固定成本，尽量维持生产。 在对财富的占有过程中，边际收益的减少，边际成本就会增加。为了增加收入，牺牲家庭，牺牲婚姻，在某一点上说，追求财富就会变成了“划不来”的行为。比如好的婚姻，其幸福感的价值相当于10万美金。如果上船工作收入不足此数，牺牲了婚姻，那此行为就是不划算的。 3.3.1 FOB Price FOB in freight currency FOB in freight currency = (Total Cost + Profit)/Exchange Rate 3.3.2 CFR Price If FOB price is available CFR = FOB + Ocean Freight Ocean freight Provided by shipping lin