第十二章國際市場價格策略

PricingStrategiesforInternationalMarkets正確定價的意義

ImportanceofPricingProperlyIfacompanycannotmakeproperpricesforitsproducts,itwilleitherlosssomeofhisexpectedprofits,orlossthebusinessopportunities.Higherpriceswillbringyougoodprofits,butnothelpfultopromotedeals;lowerpriceswillattractorders,butnotgoodforqualityguaranteeandfinallygetintroubles.編輯ppt第十二章國際市場價格策略

PricingStrategiesforInternationalMarketsAcaseofclosingdownTOYOAirCondition東洋空調編輯ppt編輯pptLocatedinXiaolantownofZhongshan,occupiedapieceoflandin30,000squaremeters,equippedwithadvancedautomaticmachinesandlatesttechnologies,TOYObecameoneofthelargestprivateenterprisesinZhongshanandbiggesttaxpayerinXiaolanin2004.ItwaspraisedasExcellentEnterprisebyGuangdongprovincialgovernment.OnedayinMay2005,whenthedirectorcamebackfromaninternationalexhibitioninIndiahefoundhis編輯pptcompanywaslockedbytheIntermediatePeople’sCourtofFoshan.MyGod！Whathappened?

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PricingStrategiesforInternationalMarkets編輯pptAtbeginningof2004,WalmartpurchasingmanagervisitedTOYO&askedforahugeproductionofonemillionpiecesofwindowtypeairconditioner.AfteralongtermandhardnegotiationTOYOfinallyacceptedthisorderatUSD80bytheendof2004.WiththepriceofUSD80,TOYOwouldlossprofitsby5%,butTOYOcouldreceive11%taxbackfromcentralgovernmentaccordingtotheencouragementpolicytoexport.ThatmeansTOYOfinallywouldMake6%profitsaftergovernmentwouldre-fundit.編輯pptHoweverthepaymenttermstoTOYOisL/C.AfterTOYOreceivedtheL/C,hehadtobuymaterialsandsparepartstoassembletheproductswhichwouldcosthimatleast80millionUSDinordertoshipthegoodspartiallyin8months.SinceitwasahugeorderfromtheworldfamousWalmart,thebanksreleasedloanstoTOYOquickly,andthesuppliersprovidedmaterialsandpartstoTOYOwith3to4monthscredits.ThenthewholeTOYOemployeesworkeddayandnightwithout編輯pptSundayandallTOYOfactorieswerefullofmaterialsandpartsandfinishedproducts,evenintheofficesandtoilets.Theloanswerenotenoughandworkerscouldnotreceivesalariestimelysothatsomeofthemquittedjobsanddisclosedtherealsituation.WithsuchalowestpriceofUSD80,TOYOstartedtotransfertheproblemtothesuppliersbydeductingamountsofpaymentsorforcingsupplierstodecreaseprices.FinallyonesupplierinFoshanlostpatience編輯pptandstoppedsupplyingmaterialstoTOYOandaskedTOYOtopaybackfullamountofmoneyeveryday.Later,another6suppliersfollowedhimandsitteddowninTOYOeverydayforpayments.Withoutsufficientlaborsandmaterials,TOYO’sproductionpausedandtheshipmentdelayedagain.WalmartpurchasingmanagerwasdisappointedandangrysothatheaskedTOYOtocompensatefordelayedshipment,andsaidthatTOYOwouldn’thaveabilitytocontinueproduction.編輯pptAboveinformationwerefoundbyBankofChinainFoshanwhoreleased5millionUSDloanstoTOYO,thisbankwasworryingaboutitsloanbackandcouldnotwaitbutbroughthiscourttoTOYOtolockitspropertiesinJulyof2005.Immediately,otherbanksandsuppliersinvitedtheircourtstocometoTOYOandlockedallthefactories.Abrightbusinessstarwasfallingdown……Aboveresultisalessontolowpricingstrategy!Whathaveyoulearntfromthiscase?編輯ppt第十二章國際市場價格策略

PricingStrategiesforInternationalMarkets二.影響定價的因素factorsthatinfectspricing1.企業利潤目標profittargets2.成本（原材料、制造、營銷）costsincludingmaterials,manufacturesandmarketing3.市場需求狀況marketdemands4.競爭對手的價格competitor’sprices5.政府干預governmentcontrol編輯ppt第十二章國際市場價格策略

PricingStrategiesforInternationalMarkets三.常用的定價方法及程序P240UsualMethodsandProceduresofpricing1.成本導向定價法pricingbasedoncost

產品價格=成本X（1+預期利潤率）2.競爭導向定價法pricingbasedoncompetition

參考競爭對手的價格作出自己的定價編輯ppt第十二章國際市場價格策略

PricingStrategiesforInternationalMarkets三.常用的定價方法及程序P240UsualMethodsandProceduresofpricing3.差別定價法segmentedpricing

在不同的時間或不同的市場對同一產品作出不不同的定價。Pricingdifferentlyforsameproductsindifferentperiodsormarkets.4.折扣定價法discountpricing編輯ppt

課后興趣作業5+2PreferenceExercisesafterClass1.Whatkindofpricingstrategiesareyou