第十四章：国际市场定价

Chapter
14
Pricing for International Markets
第十四章：国际营销定价
Today’s Agenda
● Basic Pricing Concepts ● Pricing Objectives ● Pricing Strategies ● Environmental Factors ● Summary
Background
● Pricing strategy is one of the most critical and complex issues in global marketing. Must consider multiple sets of:
Pricing Objectives
Market Conditions
When used?
- When a similar product exists in a market - May lead to problems if sales volumes do not
reach sufficient levels. - In global context, companies may have no
Low Price
Penetration
Market Skimming
Why used?
- During introductory phase of product life cycle
Skimming
High Price
- To maximize revenue on limited volume & reinforce customer’s perception of high product value
Canadian Approach to Pricing Issues
Market Research
Design Engineering
Manufacturing
Product Characteristics
Supplier Pricing
COST If cost too high, Return to design stage
Penetration
Penetration Pricing
Why used? - Allows to saturate a market before ‘copying’
- Means that the product may be sold at a loss for a certain time to gain market share
Low Price
Penetration
（一）撇脂定价策略
（一）撇脂定价策略
Penetration Pricing
Deliberately offers products at low price to gain market share / achieve penetration in a market
Periodic Cost Reduction
Source: Figure 14-1 adapted from Michel Robert, Strategy Pure and Simple: How Winning CEOs Outthink Their Competition. Copyright 1993 McGraw-Hill, Inc..
Pricing Strategies
What is the difference?
Market Skimming
Market Penetration
Market Pricing
Cost Plus
Pricing Strategies
Market Skimming
Market VS Penetration
Product
VS.
Pricing
Standardization
Product Pricing Adaptation
Why is “price” different that other elements of the marketing mix?
Price is different…
● Price is the only marketing mix element that generates revenues. All other elements entail costs.
Global Pricing Overview
Source: Global Marketing: An Interactive Approach, Gillespie, pg 320
Basic Pricing Considerations
✓ Does it reflect product quality? ✓ Is demand elastic or inelastic? ✓ Is it competitive? ✓ What is pricing objective? ✓ What discount is required? ✓ Should it vary by segment? ✓ Are there issues in the target country?
Skimming
High Price
- Companies new to exporting generally cannot absorb such losses
Low Price
Penetration
（二）渗透定价策略
案例：“价格屠夫” 格兰仕
格兰仕集团拥有全球最大的微波炉生产基地，拥 有1500万台微波炉的年生产能力，占有全球市场近 35%，中国市场70%左右的市场份额，居全球第一。 其无形资产达到101亿元。格兰仕惊人的发展被经济 专家称为“格兰仕现象”、“格兰仕模式”。
Price Objectives
● The more control a company has over the final selling price of a product, the better it is able to achieve its marketing goals.
● However, the broader the product line and the larger the number of countries involved, the more complex the process of controlling prices to the end user.
（二）产品成本
● 产品成本是 定价的低线
（三）市场需求
● 1、需求是定价的高限。 ● 2、需求价格弹性对定价的影响。
需求价格弹性反映需求量对价格的敏 感程度，以需求变动的百分比与价格变动 的百分比之比值来计算，亦即价格变动百 分之一会使需求变动百分之几。
需求价格弹性对定价策略的影响
● 缺乏弹性的商品，
Cost Factors
Competitors
（一）定价目标
● 维持生存 ● 当期利润最大化 ● 市场占有率最大化 ● 产品质量最优化
低价（成本价） 高价 低价 高质高价
（一）定价目标
● 世界最贵的宾馆，阿联酋迪拜的BudAIArab宾 馆，最便宜的房间770欧元一宿，而国王套房则 是7700欧元一宿。
● It is one element that can be changed without have major cost implications...but dangerous.
● Setting the right price can be the key to success or failure…
Japanese Approach to Pricing Issues “Target Costing”
Market Research
Product CharacteristicsTຫໍສະໝຸດ RGET COSTDesign
Engineering
Supplier Pricing
Target costs for each component force Departments and suppliers to struggle And negotiate trade-offs
● Traditionally, the decision of which policy to follow depends on the level of competition, the innovativeness of the product, and market characteristics.
Price Objectives
● Pricing as an active instrument of accomplishing marketing objectives.
● If prices are viewed as an active instrument, the company uses price to achieve a specific objective, whether a targeted return on profit, a targeted market share, or some other specific goal.
广东格兰仕集团的前身是一家生产羽绒制品的 厂家，1993年开始投产微波炉，在短短五年间，成为 中国微波炉行业龙头企业。格兰仕成为微波炉市场 的代名词是缘于它的低价渗透策略。
Market Pricing
A “reactive approach” - price is based on competitive prices.
Market Skimming
Deliberate attempt to reach a segment that is willing to pay a premium price