国际市场定价策略(PPT49页) .pptxVIP

第七章 国际市场定价策略;价格是营销组合中唯一产生收益的要素，其他都是成本。因此，在制定营销决策时，定价应该作为一种积极的手段而被采用。;内容提要;Learning Objective ;定价目标 Pricing Objectives;利润导向定价目标Profit-Oriented Pricing Objectives;利润最大化 Profit Maximization;满意利润与目标投资收益Satisfactory Profits Target Return on Investment ;投资收益率Return on Investment, ROI;销售导向定价目标Sales-Oriented Pricing Objectives;市场份额 Market Share;销售额最大化Sales Maximization;现状定价目标Status Quo Pricing Objectives;现状定价目标Status Quo Pricing Objectives;声望定价目标Prestige Pricing Objective;质量指示器 Indicators of Quality;Learning Objective ;定价方法 Pricing Methods;惯例定价Customary Pricing;惯例定价Customary Pricing;供求分析定价 Demand and Supply;价格均衡 Price Equilibrium;均衡价格 Equilibrium Price;需求弹性 Elasticity of Demand;需求弹性 Elasticity of Demand;影响弹性的因素Factors that Affect Elasticity;供求分析定价法评价;成本加价 The Cost-Plus Pricing;成本加价法评价;盈亏平衡分析Break-Even Pricing;盈亏平衡分析Break-Even Pricing;相对利润目标;Learning Objective ;定价策略 ;仿制的新产品定价策略;专利革新产品的定价策略;产品组合定价策略;价格调整策略;Learning Objective ;出口价格的制定 ;世界范围内的标准定价Standard worldwide price;双重定价 Dual pricing;市场差别定价Market-differentiated pricing;克服出口增价;货币汇率变动与出口策略;Learning Objective ;倾销 Dumping;反倾销的动因与防范;本章小结;1、Genius only means hard-working all ones life. (Mendeleyer, Russian Chemist)? 天才只意味着终身不懈的努力。20.8.58.5.202011:0311:03:10Aug-2011:03 2、Our destiny offers not only the cup of despair, but the chalice of opportunity. (Richard Nixon, American President )命运给予我们的不是失望之酒，而是机会之杯。二〇二〇年八月五日2020年8月5日星期三 3、Patience is bitter, but its fruit is sweet. (Jean Jacques Rousseau , French thinker)忍耐是痛苦的，但它的果实是甜蜜的。11:038.5.202011:038.5.202011:0311:03:108.5.202011:038.5.2020 4、All that you do, do with your might; things done by halves are never done right. ----R.H. Stoddard, American poet做一切事都应尽力而为，半途而废永远不行8.5.20208.5.202011:0311:0311:03:1011:03:10 5、You have to believe in yourself. Thats the secret of success. ----Charles Chaplin人必须相信自己，这是成功的秘诀。-Wednesday, August 5, 2020August 20Wednesday, August 5, 20208/5/2020 6、Almost any situation---good or bad---is affected by the attitude we bring to. ----L