国家市场价格策略.pptx

Chapter 7 ;The basis and objectives of international marketing pricing国际市场定价依据和定价目标 International market pricing methods国际市场定价方法 International market pricing strategy国际市场定价策略;The basis of international marketing pricing国际市场定价依据 The objectives of international marketing pricing国际市场定价目标 ;Factors to consider when setting prices ;5;The basis of international marketing pricing国际市场定价依据;The basis of international marketing pricing国际市场定价依据;8;Pure competition market Many buyers and sellers Offer uniform commodity Wheat, copper, financial securities; Neither sellers nor buyers would charge the price; New sellers can easily enter the market; Marketing research, product development, pricing, advertising, and sales promotion play little role. Monopolistic competition market Many buyers and sellers set a range of prices Offers differentiated for different customer segments, freely branding, advertising, and personal selling used. Oligopolistic competition market A few sellers; steel, aluminum Difficult for new sellers to enter;;Survival Current profit maximization market share maximization product quality optimization;Cost-oriented pricing Demand-oriented pricing Competition-oriented pricing;Cost-plus pricing P=C/(1-R) Ｐ＝Ｃ（１＋Ｒ） Marginal cost pricing Target profit analysis/Break-even analysis;Cost-Based Pricing(成本导向定价) ;;Perceived-value pricing Backwards pricing;认知价值定价法;零售（可销、反向）价格定价法;Going-rate pricing Sealed-bid pricing;随行就市定价法 又称“流行价格定价法”，指在竞争比较激烈的行业或部门中，某企业根据市场竞争格局，跟随行业或部门中主要竞争者的价格，或各企业的平均价格，或市场上一般采用的价格，来确定 自己产品价格. 这种定价方法应用相当普遍 . ;密封投标定价法;New product pricing strategy Psychological pricing strategy Discrimination pricing Discount pricing Product combination pricing International transfer pricing;Skim pricing Penetration pricing Neutral pricing;这个新产品订高价会有什么结果呢？;取脂定价： “撇脂定价”，是指企业以高价将新产品投入市场，尽快收回成本，然后再逐渐降低价格的策略。这种先高后低的定价策略，就像从鲜奶中撇去奶酪一样，从厚到薄，从精华到一般. 适用：化妆品、流行的服装鞋帽、特殊品及高档品。 ;“撇脂”定价优缺点分析;这个新产品订低价会有什么结果呢？;渗透定价策略： 是指企业将其新