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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(jí),第三級(jí),第四級(jí),第五級(jí),*,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(jià)格是國(guó)際商務(wù)活動(dòng)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(jià)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(bào)酬。,商品價(jià)格包括固定成本，可變成本和預(yù)期收益。,實(shí)用外貿(mào)英語(yǔ)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(jià)，賣方希望賣高價(jià)。為了達(dá)到各自的目的，買賣雙方都應(yīng)當(dāng)了解,定價(jià)策略,和其他影響價(jià)格變動(dòng)的因素。,The fixed cost and variable,3,1.Pricing Strategy,定價(jià)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(jià)策略是制定整個(gè)營(yíng)銷策略過(guò)程的一部分。根據(jù)公司的目標(biāo)，定價(jià)策略可以分為,需求型,和,競(jìng)爭(zhēng)型兩種,。,1.Pricing Strategy 定價(jià)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(jià)策略考慮的是消費(fèi)者表現(xiàn)出對(duì)商品的,強(qiáng)烈需求愿望,。由于消費(fèi)者對(duì)商品需求愿望的不同，價(jià)格也隨之不同，如果對(duì)某種商品的需求特別強(qiáng)烈，其價(jià)格也會(huì)高很多，如需求量小，該商品的價(jià)格會(huì)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(jìng)爭(zhēng)型,價(jià)格策略考慮的是競(jìng)爭(zhēng)對(duì)手的問(wèn)題。如果公司完全依靠競(jìng)爭(zhēng)來(lái)決定價(jià)格的話，該價(jià)格會(huì)高于或低于市場(chǎng)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(jià)內(nèi)部和外部因素。,Internal factors,:,（,1,）,marketing objectives,營(yíng)銷目的,（,2,）,marketing mix strategies,營(yíng)銷組合策略,（,3,）,costs,成本,External factors,:,（,1,）,the market and demand,市場(chǎng)與需求,（,2,）,competitors,price and offers,競(jìng)爭(zhēng)對(duì)手價(jià)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(shí)際商業(yè)談判中，由于討價(jià)還價(jià)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?yàn)樗鼈円矊?duì)定價(jià)產(chǎn)生影響。,fluctuation of the currency used in the transaction,交易中所使用貨幣的波動(dòng)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(jià)是一種技術(shù)，需要,沉著和膽略,。在了解到影響到價(jià)格的因素后，買方或者賣方就應(yīng)選擇,可行性價(jià)格,。無(wú)論在任何情況下，價(jià)格既不能太低，也不能太高，應(yīng)在兩者之間。價(jià)格太低，無(wú)利潤(rùn)可言；價(jià)格太高，無(wú)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(guò)剩,等原因，即使買方比賣方具 有一定優(yōu)勢(shì)，并能,提出種種條件,，比如降低價(jià)格，縮短交貨期等等，他也應(yīng)該從賣方的態(tài)度來(lái)考慮問(wèn)題，并給予,合理的價(jià)格,。當(dāng)然，當(dāng)賣方比買方具有一定優(yōu)勢(shì)時(shí)，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(duì)買方來(lái)說(shuō)，最重要
14、的是牢記,在合同中接受的價(jià)格應(yīng)在國(guó)內(nèi)市場(chǎng)具有競(jìng)爭(zhēng)力。,In business negotiations,10,2.Pricing Object,定價(jià)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(chǎng)上每一項(xiàng)工作，尤其包括定價(jià)，必定是為了達(dá)到某種目的。換而言之，經(jīng)營(yíng)者在決定價(jià)格本身之前，必須首先明確定價(jià)目標(biāo)。定價(jià)目標(biāo)可分為兩類：,長(zhǎng)期目標(biāo),和,短期目標(biāo),。,2.Pricing Object 定價(jià)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(zhǎng)期目標(biāo),通常是關(guān)于,盈利情況,和,市場(chǎng)份額,。有些公司把價(jià)格作為一種,戰(zhàn)術(shù)手段,以求在市場(chǎng)上取得短期優(yōu)勢(shì)。與此相比，那些將價(jià)格作為戰(zhàn)略性的營(yíng)銷武器的公司，則更重視定價(jià)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(rùn)，銷售額和市場(chǎng)份額,等幾方面。,The main o
實(shí)用外貿(mào)英語(yǔ)課件
