6
5. Strategies Overcoming the Price Escalation
(1) Reorganize the channel of distribution;
(2) Adapt the product; (3) Use new or more economical tariff or tax classifications; (4) Assemble or produce overseas
边际成本 2.00 0.00 0.10 0.00 2.10 0.00 0.00 1.00 1.25 4.35 1.09 5.44
5
4. Export-Related Costs
(1) The cost of modifying the product for foreign markets; (2)Operational costs of the export operation: personnel, market research, additional shipping and insurance costs, communications costs with foreign customers, and overseas promotional costs; (3) Costs incurred in entering the foreign markets; tariffs and taxes; risks associated with a buyer in a different market; and risks from dealing in other than the exporter’s domestic currency, i.e., foreign exchange risk.
7
6. Terms of Sale
Incoterms are the internationally accepted standard definitions
3
3. Export Pricing Strategy
(1) The standard worldwide price. It may be the same price regardless of the buyer or may be based on average unit costs of fixed, variable, and export-related costs. Uniform pricing is advisable when customers worldwide are aware of the prices charged, and when there is little chance of differentiating the product or the service to warrant price differences. (2)Dual pricing. Domestic and export prices are differentiated, and two approaches to pricing products for export are available: cost-driven and market-driven methods.
2
2. The Setting of Export Prices
The process to set the export price (1) Assessment of pricing environments: external as market-related factors and industry-related factors; internal as marketing mix, company characteristics and management attitudes. (2) Pricing policy selection: objectives, competitive posture, decision control and flexibility. (3) Pricing strategy determination: standard worldwide price, differentiation. (4) Setting of specific price
4
出口定价对比
生产成本 原材料
固定成本 额外国外成本
生产杂费 总生产成本 国内营销成本
管理成本 国外营销成本 其他国外成本
小计 边际利润（25%）
销售价格
标准定价 2.00 1.00 0.00 0.50 3.50 1.50 0.75 0.00 0.00 5.75 1.44 7.19
成本加成 2.00 1.00 0.10 0.50 3.60 0.00 0.75 1.00 1.25 6.60 1.65 8.25
Business Institute, Jiang Han University
Internatห้องสมุดไป่ตู้onal Marketing Lecture 10
Instructor Li Zhihong Sept.2009
1
Chapter 10 Export Pricing
1. Teaching and learning Targets. After studying this chapter, you should be able to: (1) Propose scenarios in which export prices are higher/lower than domestic prices. (2) Discuss the use of the currency of quotation as a competitive tool. (3) Suggest different importer reactions to a price offer and how you, as an exporter, could respond to them.