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1 слайд
lnternational Marketing
Chapter 9
Global Price Decision
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Global pricing
Global pricing strategies
Global pricing decisions
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A. Global Pricing
What is price?
The amount of money charged for a product or service,or the sum of the values that consumers exchange for the benefits of having or using the product or service.
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Global pricing is one of the most critical and
complex issues that a global firms face.
Price is the only marketing mix instrument that creates revenues. All other elements entail costs.A company’s global pricing policy may make or break its overseas expansion efforts.
Multinationals also face the challenge of how to coordinate their pricing policy across different countries.
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CASE
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Factors affecting global price
B
E
C
D
A
Pricing
objectives
Cost
Demand
Environ-ment
Competi-tors
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1.Pricing objectives
Pricing objectives give direction to the whole pricing process. Determining what your objectives are is the first step in pricing.
When deciding on pricing objectives you must consider: the overall financial, marketing, and strategic objectives of the company; the objectives of your product or brand; consumer price elasticity and price points; and the resources you have available.
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enhance the image of the firm, brand, or product
maximize short-run profit
increase sales volume (quantity)
increase market share
company growth
maintain price leadership
desensitize customers to price
discourage new entrants into the industry
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2. Cost
Include fix and viriable costs associated with the product.
Exporting involves more steps and substantially higher risks than domestic marketing. To cover the incremental costs (shipping, insurance, labor,promotion etc), the final foreign retailprice will often be much higher than the domestic retail price.
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3.Demand
Demand is a important element of global pricing
If demand of the host country is strong. The price of product might be higher in that country.
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CASE
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4. Competitors
Pricing decisions are also bounded by competitive action. If competitors are manufacturing or sourcing in a lower costs country, it may be necessary to cut prices to stay competitive.
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5. Environment
Currency fluctuations (exchange rate)
Inflation
Government policy (tariff )
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When currency fluctuation occurs, there are two options for pricing: one is to fix the price of products in country target market. In this case, any appreciation or depreciation of the value of the currency in the country of production will lead to gain or losses for the seller.
The other option is to fix the price of products in home country currency. If it is done, any appreciation or depreciation of the home country currency will result in price increases or decreases for customers and no immediate consequences for the seller.
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Inflation is a worldwide phenomenon. Inflation requires periodic adjustments. These adjustments are caused by rising costs that must be covered by increased selling prices.
An essential requirement when pricing in an inflationary environment is the maintenance of operating profit margins.
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Tariff
A tariff is a tax placed on imported goods. Each country has separate tariff regulations. WHY?
Tariff increases government funds. For example, countries that do not grow bananas may create a tariff on importing bananas. The government would then make money from businesses that import bananas.
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It is also used to raise the price of imported goods .
A higher tariff allows a local company to compete with foreign competition.
When no tariff or other restrictions are placed on imported goods, it is called free trade.
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CASE
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CASE 1
175+ 10% tariff+ 30%Consumption tax tax+ others=275
275+ 5%Operation tax+17%Value added tax+others=540
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CASE 2
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B. Global pricing strategies
Cost -Based Pricing
Demand-Based Pricing
Competition-Based Pricing
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1. Cost -Based Pricing
Cost – plus pricing
First calculates the cost of the product, then includes an
additional amount to represent profit.
(average variable cost + allocation of
fixed costs)*(1+ markup%).
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If a business sells a microwave that has a variable cost of $15.00, a fixed cost allocation of $5, and a desired markup of 30%
The price of the microwave using this method would be ($15 + $5)*(1+0.30), or $26.
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Dumping
Dumping is the act of charging a lower price for a good in a foreign market than one charges for the same good in a domestic market. This is often referred to as selling at less than "fair value".
Anti dumping is a measure to rectify the situation arising out of the dumping of goods and its trade distortive effect. Thus, the purpose of anti dumping duty is to rectify the trade distortive effect of dumping and re-establish fair trade.
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Think about…
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B. Demand based pricing
1．Value- Based Pricing
It sets selling prices on the perceived value to the customer, rather than on the actual cost of the product, the market price, competitors prices, or the historical price.
2．discriminating pricing
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Value- Based Pricing
Cost based pricing
Value-based pricing
Product
Cost
Price
value
Customer
Value
Price
Cost
Customer
Product
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CASE
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Discriminating pricing
Time
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Place
Super
market
Restaurant
PUB,KTV
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C. Competition -Based Pricing
Going-rate
pricing
Sealed-bid
pricing
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C. Global pricing decisions
Portfolio Pricing
Promotional Pricing
Psychological Pricing
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1.Portfolio Pricing
The term portfolio refers to any collection of financial assets. It is a generally accepted principle that a portfolio is designed according to the investor's risk tolerance, time frame and investment objectives.
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CASE 1
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CASE 2
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CASE 3
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CASE 4
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2. Promotional Pricing
Buy one , Get one free
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SPRING SALE
SUMMER SALE
AUTUMN SALE
YEAR END SALE
CHRISTMAS SALE
EASTER SALE
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3. Psychological Pricing
4.99 VS 5
2400 VS 2399.95
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Transfer pricing
Transfer pricing refers to the prices paid for goods, services and financing among related entities .
These could be payments among divisions within a company, or payments between a company and a subsidiary or joint-venture partner. Such transactions often occur across international boundaries
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Multinational enterprises are growing in number
and complexity and are increasingly integrating
their operations globally.
It may operate in countries with different tax rates, import duties, etc Transfer price will affect the profit of the divisions involved. It should be set to minimize profits in high-tax countries and maximize them in low-tax countries
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Summary
Global pricing
Global pricing strategies
Global pricing decisions
Transfer pricing
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Reference
http://www.fao.org/docrep/w5973e/w5973e0d.htm
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