第18章国际定价.ppt

* The battle between Procter Gamble and Kimberly-Clark is bringing Pampers and Huggies, respectively, to places they have never been, forcing down diaper prices worldwide, and expanding the global market for disposable diapers. A battle in Brazil between the two giants gives an interesting glimpse of the global markets of tomorrow. The real war started when lower prices became so attractive that consumers, who otherwise could not afford diapers, came into the market. As prices continued to drop, the market grew; that attracted more producers, which were mostly small, local Brazilian companies that offered even lower-priced competitive diapers. “Price cutting is like violence: No one wins,” says Proctor and Gamble’s head of Brazilian operations in response to the price war with Kimberly Clark in the disposable diaper marker. This chapter focuses on the basic pricing policy questions that arise from the special cost, market, and competitive factors found in foreign markets. A discussion of price escalation and its control and factors associated with price setting and leasing is followed by a discussion of the use of countertrade as a pricing tool and a review of the mechanics of international price quotation. Follow along with the slides (or open book) as we cover Chapter 18. * What you should learn from Chapter 18? ?Components of pricing as competitive tools in international marketing; ?The pricing pitfalls directly related to international marketing; ?How to control pricing in parallel imports or gray markets; ?Price escalation and how to minimize its effect; ?Countertrading and its place in international marketing practices; and ?The mechanics of price quotations. * Setting the right price for a product or service can be the key to success or failure. Even when the international marketer produces the right product, promotes it correctly, and initiates the proper channel of distribution, the effort fails if the product is not properly priced. An offerin