国际市场营销课件第八章 国际市场价格策略PPT课件.ppt

3.Uniform delivered pricing Most firm use a compromise approach--- Uniform delivered pricing(无论地点远近统一的交货价格) . It includes a standard charge --- equal to the average freight cost across all customers--- is assessed every customer, regardless the location. The advantage and disadvantage: to lower the overall cost to distant customers and it is easy to administrator, but raises costs for customers near. * 4. Zone pricing Zone pricing (分区定价法) is a compromise approach between FOB and uniform delivered pricing. The company divides the market into two or more pricing zones and then charges all customers within the same zone the same delivered price. Certainly, a higher price is set for distant zones than for those closer. * Ⅱ. Global adjustments Geographic adjustments become more complicated when the geographic areas involve different countries. What should the international price reflect? The price should reflect transportation costs, different exchange rates, variations in competition, market demand, strategic objective (volume versus profit generation) and different governmental tax policies or legal regulations. * 1. FOB To minimize such adjustment by adopting a highly standardized global pricing policy similar to an FOB origin policy in the domestic market. To charge the same price around the world and require each customer to absorb all freight and import duties(进口税). This approach is simple but it fails to respond to variations in local demand or competitive conditions. * 2. Transfer price (内部调拨价格 ) The firm charge a transfer price to their various national branches or subsidiaries, then give local managers in each country wide latitude to charge their customers whatever price they think most appropriate. The merit: Sensitive to variations in local conditions The disadvantages: to lead to arbitrage involving the transshipment of goods across countries when price difference(差价) exceed the freight-and-duty costs separating the markets; the difficulties on control; w