国际市场营销(双语教学) 第八部分 国际市场价格策略(山西财经大学国际贸易学院).pdf

国际市场营销(双语教学) 第八部分 国际市场价格策略(山西财经大学国际贸易学院).pdf

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1 第八部分 国际市场价格策略 Pricing for International Markets the most uncontrollable element of the international marketing mix 国际市场营销组合中最敏感由最难以控制的因素 2 Introduction  Pricing strategy forms another cornerstone of a global marketing program–it represents one of the most critical and complex issues in global marketing (due to economic, financial, and mathematical implications)  Price is the only marketing mix element that generates revenues. All other elements entail costs  Need to devote special care in pricing products as a manager’s fiduciary responsibility is to market products at a profit and increase shareholder wealth  A company’s global pricing policy may make or break its overseas expansion efforts (due to foreign exchange complications)  Firms also face significant challenges in coordinating (standardizing or adapting) their pricing strategies across various countries they operate in  This chapter reviews the plethora of international pricing strategy issues 3 Learning Objectives 1. Components of pricing as competitive tools 1. Components of pricing as competitive tools in international marketing in international marketing 2. The pricing pitfalls directly related to 2. The pricing pitfalls directly related to international marketing international marketing 3. How to control pricing in parallel imports or 3. How to control pricing in parallel imports or gray markets gray markets 4 Learning Objectives 4. Price escalation and how to minimize its 4. Price escalation and how to minimize its effect

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