国际市场营销整理中英文.docx

Ch10 Pricing Decisions Objectives: Environmental influences on pricing decisions 在定价决策环境对人的影响 Global pricing objectives and strategies 全球定价目标和策略 Gray market （美）灰市；半合法市场 Dumping n. 倾销；倾泻 Transfer pricing 转让定价；调拨定价 Global pricing policy 全球定价政策 ? 10.1 Pricing Decisions ?基本价格参数 1、Product cost 产品成本 2、Competitive prices 便宜的价格 3、Optimum price 最优价格 Environmental influences on pricing decisions 在定价决策环境对人的影响 ?Currency fluctuations 汇率波动 ?Exchange rate clauses 汇率条款 Pricing in an inflationary environment在一个通货膨胀定价环境 ? ?Government controls and subsidies 政府管制和补贴 ?Competitive behavior 竞争行为 ?Price and quality relationships 价格和质量的关系 10.2 Global pricing objectives and strategies全球定价目标和策略 ?Market skimming 市场撇脂 ?Penetration pricing 渗透定价 ?Market holding 市场持有 Cost-plus pricing成本加利润计价法；成本加成定价法 Using sourcing as a strategic pricing tool使用采购作为一个具有战略性的定价工具 10.3 Gray market goods ?Gray market goods are trademarked product that are exported from one country to another, where they are sold by unauthorized persons or organizations.(灰色市场的货物是那些有商标的产品从一个国家出口到另一个国家，但是在那里是由没有被授权的个人或组织来销售的) 10.4 Dumping Dumping is an important global pricing strategy issue.GATT’s 1979 Antidumping Code defined duping as the sale of an imported product at a price lower than that normally charged in a domestic market or country of origin.(进口品的销售价低于国内或来源国市场的正常售价) ? 10.5 Transfer pricing Transfer pricing refers to the pricing of goods and services bought and sold by operating units or divisions of a single company. 转让定价是指商品和服务的价格买进、卖出操作单位或部门一个单一的公司。 Transfer pricing ?转移定价的目的：1、减少税务 2、攫取利润 3、规避风险 4、对付价格控制 5、提高竞争力 6、减轻配额限制的影响 Transfer pricing转让定价；调拨定价 There are three major alternative approaches to transfer pricing: 主要有三方面的替代方法:转让定价 ? 1.Cost-based transfer price. 2.Market-based transfer 3.Negotiated transfer price 10.6 Global pricing policy  Cost-based 转让价格 Market-based转让 谈判转让价格 ?Extension/Ethnocentric ? ? Discussion questions: What are the three basic factors affecting price in any market? 哪三个基本因素影响价格在任何市场? Identify some of