国际市场营销教程8.ppt

Pricing strategy forms another cornerstone of a global marketing program–it represents one of the most critical and complex issues in global marketing (due to economic, financial, and mathematical implications) Price is the only marketing mix element that generates revenues. All other elements entail costs Need to devote special care in pricing products as a manager’s fiduciary responsibility is to market products at a profit and increase shareholder wealth A company’s global pricing policy may make or break its overseas expansion efforts (due to foreign exchange complications) Firms also face significant challenges in coordinating (standardizing or adapting) their pricing strategies across various countries they operate in This chapter reviews the plethora of international pricing strategy issues 7.1 国际市场中的价格决定因素 What decide the price in international market？ In general, price decisions are viewed in two ways: Pricing as an active instrument of accomplishing marketing objectives, or Pricing as a static element in a business decision Wal-Mart : Always low price  Feb 21st, 2008 From The Economist print edition The secret of Wal-Marts meteoric rise over the past five decades has been its obsession with low prices. Wal-Marts prospects do indeed reflect those of the economy at large—but not in the way you might expect. With America tipping towards recession, Wal-Mart is doing much better than in the past couple of years when the economy was booming. Sales increased by 8.3% compared with the same period last year, to a record $106.3 billion. Mr Scott concluded that in a volatile economy Wal-Mart was “well positioned to succeed”. The economic downturn is another boost for the recovery of the Bentonville behemoth, as cost-conscious consumers defect (or return) to the cheapest of the big retailers. In tune with the times, the firm with always low prices changed its slogan las