国际市场营销课件（英文） chapter14.pptVIP

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 In general, price decisions are viewed in two ways: Pricing as an active instrument of accomplishing marketing objectives, or Pricing as a static element in a business decision On account of competition, firms may have to charge different prices from country to country In international marketing, this causes a vexing problem: Parallel Importation or Gray Markets 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 The possibility of a parallel market occurs whenever price differences are greater than the cost of transportation between two markets For example, the ulcer drug Losec sells for only $18 in Spain but goes for $39 in Germany; and the heart drug Plavix costs $55 in France and sells for $79 in London Thus, it is possible for an intermediary to buy products in countries where it is less expensive and divert it to countries where the price is higher and make a profit Exclusive distribution, a practice often used by companies to maintain high retail -margins encourage retailers to stock large assortments, or to maintain