30国际营销 英文版 课件 (18)
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18-7
Parallel Importation or Gray Markets
▪ The possibility of a parallel market occurs whenever price differences are greater than the cost of transportation between two markets
LO1 Components of pricing as competitive tools in international marketing
LO2 How to control pricing in parallel import or gray markets
LO3 Price escalation and how to minimize its effect LO4 Countertrading and its place in international
▪ Active marketing in several countries compounds the variables relating to price policy
▪ An explicitly thought out, defined pricing policy helps avoid setting a price in haste
▪ It is not always possible to control end prices ▪ Broader product lines and the larger the number of
countries involved, the more complex the process of controlling prices charged to the end user
▪ Prices both set values and communicate in international markets
▪ An offering’s price must reflect the quality and value the consumer perceives in the product
18-3
Pricing Policy
▪ The country in which business is being conducted, the type of product, variations in competitive conditions, and other strategic factors affect pricing activity
• Pricing as a static element in a business decision
18-5
Pricing 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
marketing practices LO5 The mechanics of price quotations LO6 The mechanics of getting paid
18-2
International Pricing
▪ Setting and changing prices are key strategic marketing decisions
▪ On account of competition, firms may have to charge different prices from country to country
▪ 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
18-4
Pricing Objectives
▪ In general, price decisions are viewed in two ways:
• Pricing as an active instrument of accomplishing marketing objectives, or
18-6
Parallel Importation or Gray Markets
▪ The possibility of a parallel market occurs whenever price differences are greater than the cost of transportation between two markets
▪ In setting a price in international markets, different tariffs, costs, attitudes, competition, currency fluctuations, and methods of price quotation need to be taken into account.
▪ 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
Pricing for International Markets
Chapter 18
McGraw-Hill/Irwin
Copyright © 2013 by The McGraw-Hill Companies,wk.baidu.comInc. All rights reserved.
Learning Objectives
Parallel Importation or Gray Markets
▪ The possibility of a parallel market occurs whenever price differences are greater than the cost of transportation between two markets
LO1 Components of pricing as competitive tools in international marketing
LO2 How to control pricing in parallel import or gray markets
LO3 Price escalation and how to minimize its effect LO4 Countertrading and its place in international
▪ Active marketing in several countries compounds the variables relating to price policy
▪ An explicitly thought out, defined pricing policy helps avoid setting a price in haste
▪ It is not always possible to control end prices ▪ Broader product lines and the larger the number of
countries involved, the more complex the process of controlling prices charged to the end user
▪ Prices both set values and communicate in international markets
▪ An offering’s price must reflect the quality and value the consumer perceives in the product
18-3
Pricing Policy
▪ The country in which business is being conducted, the type of product, variations in competitive conditions, and other strategic factors affect pricing activity
• Pricing as a static element in a business decision
18-5
Pricing 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
marketing practices LO5 The mechanics of price quotations LO6 The mechanics of getting paid
18-2
International Pricing
▪ Setting and changing prices are key strategic marketing decisions
▪ On account of competition, firms may have to charge different prices from country to country
▪ 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
18-4
Pricing Objectives
▪ In general, price decisions are viewed in two ways:
• Pricing as an active instrument of accomplishing marketing objectives, or
18-6
Parallel Importation or Gray Markets
▪ The possibility of a parallel market occurs whenever price differences are greater than the cost of transportation between two markets
▪ In setting a price in international markets, different tariffs, costs, attitudes, competition, currency fluctuations, and methods of price quotation need to be taken into account.
▪ 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
Pricing for International Markets
Chapter 18
McGraw-Hill/Irwin
Copyright © 2013 by The McGraw-Hill Companies,wk.baidu.comInc. All rights reserved.
Learning Objectives