实用外贸英语5教案资料.pptVIP

Unit 3 On Price; It is known to all of us that price, which should be carefully considered, is one of the most important factors in the international business activities. 众所周知，价格是国际商务活动中应当认真考虑的重要因素。 Price is the money or other considerations exchanged for ownership or use of a product or service. The products’ price includes fixed cost, variable cost and expected profit. 价格就是为获得或者使用某种商品或服务而支付的货币货其他报酬。商品价格包括固定成本，可变成本和预期收益。 ; The fixed cost and variable cost of export products mean the total figure of production cost, selling cost, delivering cost, taxes and tariffs and some other unknown costs. 出口商品的固定成本和可变成本是指生产成本，销售成本，交货成本，一般税和关税以及其他不可预料的成本所构成的总成本。 In any transactions, the buyer wants to buy cheap and the seller wants to sell dear. In order to get the expected target, the buyer or the seller should know the pricing strategies and other factors which can influence the price. 在任何交易中，买方希望买最低价，卖方希望卖高价。为了达到各自的目的，买卖双方都应当了解定价策略和其他影响价格变动的因素。 ; 1. Pricing Strategy 定价策略 Pricing strategy is part of the process of developing an overall marketing strategy. According to objections of a company, the pricing strategy may be demand-oriented or competition-oriented. 定价策略是制定整个营销策略过程的一部分。根据公司的目标，定价策略可以分为需求型和竞争型两种。; Competition-oriented pricing examines the pricing behavior of competitors. Firms which rely entirely on the competitive element to determine a price will set it at a level which is just above or below the prices obtained in the market. 竞争型价格策略考虑的是竞争对手的问题。如果公司完全依靠竞争来决定价格的话，该价格会高于或低于市场的预期。; Besides what have been mentioned above, the internal and external factors which can affect pricing should be noted. 除此之外，还应考虑到影响定价内部和外部因素。 Internal factors: （1）marketing objectives 营销目的 （2）marketing mix strategies 营销组合策略 （3）costs 成本 External factors: （1）the market and demand 市场与需求 （2）competitors’ price and offers 竞争对手价格和条件 ; In practical business negotiations, because bagging is a common occurrence, the buyer or the