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1、單擊此處編輯母版標(biāo)題樣式,單擊此處編輯母版文本樣式,第二級,第三級,第四級,第五級,*,Unit 3 On Price,Unit 3 On Price,1,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.,眾所周知，價格是國際商務(wù)活動中應(yīng)當(dāng)認(rèn)真考慮的重要因素。,Price is the money or other considerations
2、 exchanged for ownership or use of a product or service.,The products,price includes fixed cost,variable cost and expected profit.,價格就是為獲得或者使用某種商品或服務(wù)而支付的貨幣貨其他報酬。,商品價格包括固定成本，可變成本和預(yù)期收益。,實用外貿(mào)英語課件,2,The,fixed cost,and,variable cost,of export products mean the total figure of production cost,selling cost
3、,delivering cost,taxes and tariffs and some other unknown costs.,出口商品的,固定成本,和,可變成本,是指生產(chǎn)成本，銷售成本，交貨成本，一般稅和關(guān)稅以及其他不可預(yù)料的成本所構(gòu)成的總成本。,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 strateg
4、ies,and other factors which can influence the price.,在任何交易中，買方希望買最低價，賣方希望賣高價。為了達(dá)到各自的目的，買賣雙方都應(yīng)當(dāng)了解,定價策略,和其他影響價格變動的因素。,The fixed cost and variable,3,1.Pricing Strategy,定價策略,Pricing strategy is part of the process of developing an overall marketing strategy.According to objections of a company,the prici
5、ng strategy may be,demand-oriented,or,competition-oriented,.,定價策略是制定整個營銷策略過程的一部分。根據(jù)公司的目標(biāo)，定價策略可以分為,需求型,和,競爭型兩種,。,1.Pricing Strategy 定價策略,4,Demand-oriented,pricing examines the,intensity of demand,as expressed by consumers.Price varies with the intensity of demand for a product,with a high price charg
6、ed where there is a high degree of interest in the product and a low price when demand is weak.,需求型,定價策略考慮的是消費者表現(xiàn)出對商品的,強(qiáng)烈需求愿望,。由于消費者對商品需求愿望的不同，價格也隨之不同，如果對某種商品的需求特別強(qiáng)烈，其價格也會高很多，如需求量小，該商品的價格會很低。,Demand-oriented pricing exa,5,Competition-oriented,pricing examines the pricing behavior of competitors.Firm
7、s 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.,競爭型,價格策略考慮的是競爭對手的問題。如果公司完全依靠競爭來決定價格的話，該價格會高于或低于市場的預(yù)期。,Competition-oriented pricin,6,Besides what have been mentioned above,the internal and ext
8、ernal factors which can affect pricing should be noted.,除此之外，還應(yīng)考慮到影響定價內(nèi)部和外部因素。,Internal factors,:,（,1,）,marketing objectives,營銷目的,（,2,）,marketing mix strategies,營銷組合策略,（,3,）,costs,成本,External factors,:,（,1,）,the market and demand,市場與需求,（,2,）,competitors,price and offers,競爭對手價格和條件,Besides what have b
9、een ment,7,In practical business negotiations,because bagging is a common occurrence,the buyer or the seller should not ignore the following items,which can also affect pricing.,在實際商業(yè)談判中，由于討價還價是常有的事，所以，不管是買方還是賣方都不可忽略以下因素，因為它們也對定價產(chǎn)生影響。,fluctuation of the currency used in the transaction,交易中所使用貨幣的波動性,
10、terms of payment,支付條款,date of delivery,交貨日期,packing,包裝,In practical business negot,8,Everyone knows that negotiating price is a skill needing,nerves of still,.Once given the factors affecting prices,the buyer or the seller is now ready to select a,workable price,.In any case,the price will have to b
11、e somewhere between one that is too low to produce a profit and one that is too high to result in any demand.,大家知道，議價是一種技術(shù)，需要,沉著和膽略,。在了解到影響到價格的因素后，買方或者賣方就應(yīng)選擇,可行性價格,。無論在任何情況下，價格既不能太低，也不能太高，應(yīng)在兩者之間。價格太低，無利潤可言；價格太高，無需求可言。,Everyone knows that negotiatin,9,In business negotiations,even when the buyer has
12、an advantage than the seller,because of,overproduction,and is accordingly able to,dictate terms,such as lowering the price,quickening delivery date and so on,he should consider everything on the seller attitude and give the,reasonable price,.Of course,when the seller has an advantage over the buyer,
13、the same attitude should be adopted.,在商業(yè)洽談中，由于,生產(chǎn)過剩,等原因，即使買方比賣方具 有一定優(yōu)勢，并能,提出種種條件,，比如降低價格，縮短交貨期等等，他也應(yīng)該從賣方的態(tài)度來考慮問題，并給予,合理的價格,。當(dāng)然，當(dāng)賣方比買方具有一定優(yōu)勢時，也應(yīng)采取同樣態(tài)度。,The most important factor for the buyer to bear in mind is that,the price it accepts in a contract ought to be competitive in home market,.,對買方來說，最重要
14、的是牢記,在合同中接受的價格應(yīng)在國內(nèi)市場具有競爭力。,In business negotiations,10,2.Pricing Object,定價目標(biāo),Every market task,including pricing especially,must be directed toward the achievement of a goal,in other words,management should decide on its pricing objectives before determining the price itself.The objectives can be di
15、vided into two kinds:,long-term objectives,and,short-term objectives,.,市場上每一項工作，尤其包括定價，必定是為了達(dá)到某種目的。換而言之，經(jīng)營者在決定價格本身之前，必須首先明確定價目標(biāo)。定價目標(biāo)可分為兩類：,長期目標(biāo),和,短期目標(biāo),。,2.Pricing Object 定價目標(biāo),11,Long-term objectives,are usually concerned with,profitability,and,market share,.Firms which consider price as a strategic
16、marketing weapon will devote more attention to long-term price objectives than those which view price as a,tactical instrument,to gain short-term advantage in the market.,長期目標(biāo),通常是關(guān)于,盈利情況,和,市場份額,。有些公司把價格作為一種,戰(zhàn)術(shù)手段,以求在市場上取得短期優(yōu)勢。與此相比，那些將價格作為戰(zhàn)略性的營銷武器的公司，則更重視定價的遠(yuǎn)期目標(biāo)。,Long-term objectives are us,12,Short-term objectives,are usually specified in,annual budgets,developed by the firm for a number of items including,profits,sales volume and market share.,短期目標(biāo),一般體現(xiàn)在公司的,年度預(yù)算,中，包括,利潤，銷售額和市場份額,等幾方面。,The main o
實用外貿(mào)英語課件
