国际贸易实务双语教程(第三版)unit 08
合集下载
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
1、Definition Commission Discount Broker Importer
Cost Factors
Section One Contents of Price Term （价格的构成）
Ups and Downs 价 格 动 态 Pricing Principles 定 价 原 则 Pricing Objectives Pricing Strategy
成 本 用 因 素成 本 费
Three commonly used pricing strategies P152
early cash recover pricing
渗 透 定 价 法
撇 取 定 价 法
Baidu Nhomakorabea
资 金 速 期 回 收 定 价 法
penetration pricing
skimming pricing
Cost Factors
Section One Contents of Price Term （价格的构成）
Ups and Downs 价 格 动 态 Pricing Principles 定 价 原 则 Pricing Objectives Pricing Strategy
定 价 策 略
定 价 目 标
定 价 策 略
定 价 目 标
成 本 用 因 素成 本 费
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.
Price is the amount of money (plus possible some goods) that is needed to acquire some combination of a product and its accompanying services. Practice indicates that price is simply an offer or an experiment to test the pulse of the market. If they reject it, the price usually will be changed quickly, or the product may even be withdrawn from the market. In managing the price portion of a firm’s marketing mix, the exporter must, first of all, decide on its pricing objectives or targets, and then set the base price for a product or service.
Introduction
In international trade practice the terms of price is one of the most important terms of a contract. So the price of goods is certainly among the chief terms. Pricing is a complex and generally unscientific activity in most firms discussed in business negotiations. Actual practice is much more difficult than following the theories and simple suggestions of the economists. So pricing become trial and error and hard calculations in decision making.
Three commonly used pricing strategies P152
early cash recover pricing
渗 透 定 价 法
撇 取 定 价 法
资 金 速 期 回 收 定 价 法
penetration pricing
skimming pricing
(1) Penetration pricing（渗透定价法）
• Typically a price skimming strategy works well where there are significant entry barriers such as patents, high development costs, raw material advantages sometimes accrue to the firm setting a high initial price; this strategy leaves room for a price reduction if a miscalculation has been made; it is always easier to reduce price than to raise it once a product has been established on the market.
国际贸易实务双语教程 （第三版）
(INTERNATIONAL Business Practice)
清华大学出版社
Main Points in Unit 8
Section One Contents of Price Term （价格的构成）
Section Two Pricing Methods（定价 方法）
(10) Terminal cost（终点费用）
(11) Cost of documents（单证费用）
(12) Other charges（其他费用） (13) Ocean freight（海上运输费用） (14) Freight forward’s fee（发运代理费） (15) Export credit insurance（出口信贷保险） (16) Marine insurance（海运保险） (17) Financial charges（财务费用）
(2) Skimming pricing（撇取定价法）
• This strategy is designed to gain a premium from those buyers who want to take advantage of the readiness of a market. After a time, when the premium segment is saturated, the firm gradually reduces prices to draw in the more price sensitive segments of the market. • A high price may also create an impression of a superior product in the minds of consumers.
FOB New York trade terms
For example
• HKD 30 per carton FOB Dalian net. (net price,净价) • USD 500 per M/T CIFC5 Boston. (price with commission,含佣价)
Total Amount
4 Consider the place and terms of delivery 5 Consider the seasonal demand 6 Consider the fluctuation of foreign exchange
The followings are the detailed illustration of the costing sheet: P155
The following factors that should be considered when pricing:
1 Consider the quality of the goods
2 Consider the quantity of the goods
3 Consider the distance of the transportation
(1) Unit cost of product（产品的单位成本）
(2) Profit（利润） (3) Agent’s commission abroad（国外代理人的佣金）
(4) Packing cost（包装费）
(5) Labeling cost（标签费用）
(6) Marking cost（刷唛费用） (7) Strapping cost（加固费用） (8) Cost of taking goods to the seaport（将货物运到港口的费用） (9) Unloading cost（卸货费）
Section Two Pricing Methods （定价方法）
Pricing（定价）
Selection of Money of Account （计价货币的选择）
Construction of the Price of a Contract （合同中的价格组成）
Commission & Discount
A very important way to achieve a large share of the market for a new product is to set a relatively low price initially to stimulate demand and attract more buyers. If the market appears to be highly price sensitive, setting a low price will bring additional buyers into the market. It is helpful to unlock markets that may not have even been anticipated.
Chapter 8 Pricing
Price Term in Contract
In contract: unit price, total amount Unit Price
USD type of currency
100 price per unit
per dozen measurement unit
Pricing in international trade marketing becomes even more problematic because complexities of domestic pricing are added the idiosyncrasies of individual foreign markets with their own competitive, legal and buyer behavior environments. So setting the price level is not just a question of determining the lowest possible price at which will achieve the optimum balance between the performance desired by customers and the costs incurred by the exporter. Pricing means a serious of techniques relating to a single product or a group of products.
• Total price is the total amount of a deal.
• e.g.: Total Amount: USD5000
• e.g.: Total Amount: USD5000 FOB Liverpool Both commission and discount are general practices often employed in foreign trade to promote exporting and win keen trade competitions.
Cost Factors
Section One Contents of Price Term （价格的构成）
Ups and Downs 价 格 动 态 Pricing Principles 定 价 原 则 Pricing Objectives Pricing Strategy
成 本 用 因 素成 本 费
Three commonly used pricing strategies P152
early cash recover pricing
渗 透 定 价 法
撇 取 定 价 法
Baidu Nhomakorabea
资 金 速 期 回 收 定 价 法
penetration pricing
skimming pricing
Cost Factors
Section One Contents of Price Term （价格的构成）
Ups and Downs 价 格 动 态 Pricing Principles 定 价 原 则 Pricing Objectives Pricing Strategy
定 价 策 略
定 价 目 标
定 价 策 略
定 价 目 标
成 本 用 因 素成 本 费
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.
Price is the amount of money (plus possible some goods) that is needed to acquire some combination of a product and its accompanying services. Practice indicates that price is simply an offer or an experiment to test the pulse of the market. If they reject it, the price usually will be changed quickly, or the product may even be withdrawn from the market. In managing the price portion of a firm’s marketing mix, the exporter must, first of all, decide on its pricing objectives or targets, and then set the base price for a product or service.
Introduction
In international trade practice the terms of price is one of the most important terms of a contract. So the price of goods is certainly among the chief terms. Pricing is a complex and generally unscientific activity in most firms discussed in business negotiations. Actual practice is much more difficult than following the theories and simple suggestions of the economists. So pricing become trial and error and hard calculations in decision making.
Three commonly used pricing strategies P152
early cash recover pricing
渗 透 定 价 法
撇 取 定 价 法
资 金 速 期 回 收 定 价 法
penetration pricing
skimming pricing
(1) Penetration pricing（渗透定价法）
• Typically a price skimming strategy works well where there are significant entry barriers such as patents, high development costs, raw material advantages sometimes accrue to the firm setting a high initial price; this strategy leaves room for a price reduction if a miscalculation has been made; it is always easier to reduce price than to raise it once a product has been established on the market.
国际贸易实务双语教程 （第三版）
(INTERNATIONAL Business Practice)
清华大学出版社
Main Points in Unit 8
Section One Contents of Price Term （价格的构成）
Section Two Pricing Methods（定价 方法）
(10) Terminal cost（终点费用）
(11) Cost of documents（单证费用）
(12) Other charges（其他费用） (13) Ocean freight（海上运输费用） (14) Freight forward’s fee（发运代理费） (15) Export credit insurance（出口信贷保险） (16) Marine insurance（海运保险） (17) Financial charges（财务费用）
(2) Skimming pricing（撇取定价法）
• This strategy is designed to gain a premium from those buyers who want to take advantage of the readiness of a market. After a time, when the premium segment is saturated, the firm gradually reduces prices to draw in the more price sensitive segments of the market. • A high price may also create an impression of a superior product in the minds of consumers.
FOB New York trade terms
For example
• HKD 30 per carton FOB Dalian net. (net price,净价) • USD 500 per M/T CIFC5 Boston. (price with commission,含佣价)
Total Amount
4 Consider the place and terms of delivery 5 Consider the seasonal demand 6 Consider the fluctuation of foreign exchange
The followings are the detailed illustration of the costing sheet: P155
The following factors that should be considered when pricing:
1 Consider the quality of the goods
2 Consider the quantity of the goods
3 Consider the distance of the transportation
(1) Unit cost of product（产品的单位成本）
(2) Profit（利润） (3) Agent’s commission abroad（国外代理人的佣金）
(4) Packing cost（包装费）
(5) Labeling cost（标签费用）
(6) Marking cost（刷唛费用） (7) Strapping cost（加固费用） (8) Cost of taking goods to the seaport（将货物运到港口的费用） (9) Unloading cost（卸货费）
Section Two Pricing Methods （定价方法）
Pricing（定价）
Selection of Money of Account （计价货币的选择）
Construction of the Price of a Contract （合同中的价格组成）
Commission & Discount
A very important way to achieve a large share of the market for a new product is to set a relatively low price initially to stimulate demand and attract more buyers. If the market appears to be highly price sensitive, setting a low price will bring additional buyers into the market. It is helpful to unlock markets that may not have even been anticipated.
Chapter 8 Pricing
Price Term in Contract
In contract: unit price, total amount Unit Price
USD type of currency
100 price per unit
per dozen measurement unit
Pricing in international trade marketing becomes even more problematic because complexities of domestic pricing are added the idiosyncrasies of individual foreign markets with their own competitive, legal and buyer behavior environments. So setting the price level is not just a question of determining the lowest possible price at which will achieve the optimum balance between the performance desired by customers and the costs incurred by the exporter. Pricing means a serious of techniques relating to a single product or a group of products.
• Total price is the total amount of a deal.
• e.g.: Total Amount: USD5000
• e.g.: Total Amount: USD5000 FOB Liverpool Both commission and discount are general practices often employed in foreign trade to promote exporting and win keen trade competitions.