实用外贸英语课件

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Unit 3 On Price,Unit 3 On Price,1,It is known to all of us that price,which should be carefully considered,is one of the most important factors in the international business activities.,众所周知，价格是国际商务活动中应当认真考虑的重要因素。,Price is the money or other considerations exchanged for ownership or use of a product or service.,The products,price includes fixed cost,variable cost and expected profit.,价格就是为获得或者使用某种商品或服务而支付的货币货其他报酬。,商品价格包括固定成本，可变成本和预期收益。,实用外贸英语课件,2,The,fixed cost,and,variable cost,of export products mean the total figure of production cost,selling cost,delivering cost,taxes and tariffs and some other unknown costs.,出口商品的,固定成本,和,可变成本,是指生产成本，销售成本，交货成本，一般税和关税以及其他不可预料的成本所构成的总成本。,In any transactions,the buyer wants to buy cheap and the seller wants to sell dear.In order to get the expected target,the buyer or the seller should know the,pricing strategies,and other factors which can influence the price.,在任何交易中，买方希望买最低价，卖方希望卖高价。为了达到各自的目的，买卖双方都应当了解,定价策略,和其他影响价格变动的因素。,The fixed cost and variable,3,1.Pricing Strategy,定价策略,Pricing strategy is part of the process of developing an overall marketing strategy.According to objections of a company,the pricing strategy may be,demand-oriented,or,competition-oriented,.,定价策略是制定整个营销策略过程的一部分。根据公司的目标，定价策略可以分为,需求型,和,竞争型两种,。,1.Pricing Strategy 定价策略,4,Demand-oriented,pricing examines the,intensity of demand,as expressed by consumers.Price varies with the intensity of demand for a product,with a high price charged where there is a high degree of interest in the product and a low price when demand is weak.,需求型,定价策略考虑的是消费者表现出对商品的,强烈需求愿望,。由于消费者对商品需求愿望的不同，价格也随之不同，如果对某种商品的需求特别强烈，其价格也会高很多，如需求量小，该商品的价格会很低。,Demand-oriented pricing exa,5,Competition-oriented,pricing examines the pricing behavior of competitors.Firms which rely entirely on the competitive element to determine a price will set it at a level which is just above or below the prices obtained in the market.,竞争型,价格策略考虑的是竞争对手的问题。如果公司完全依靠竞争来决定价格的话，该价格会高于或低于市场的预期。,Competition-oriented pricin,6,Besides what have been mentioned above,the internal and external factors which can affect pricing should be noted.,除此之外，还应考虑到影响定价内部和外部因素。,Internal factors,:,（,1,）,marketing objectives,营销目的,（,2,）,marketing mix strategies,营销组合策略,（,3,）,costs,成本,External factors,:,（,1,）,the market and demand,市场与需求,（,2,）,competitors,price and offers,竞争对手价格和条件,Besides what have been ment,7,In practical business negotiations,because bagging is a common occurrence,the buyer or the seller should not ignore the following items,which can also affect pricing.,在实际商业谈判中，由于讨价还价是常有的事，所以，不管是买方还是卖方都不可忽略以下因素，因为它们也对定价产生影响。,fluctuation of the currency used in the transaction,交易中所使用货币的波动性,terms of payment,支付条款,date of delivery,交货日期,packing,包装,In practical business negot,8,Everyone knows that negotiating price is a skill needing,nerves of still,.Once given the factors affecting prices,the buyer or the seller is now ready to select a,workable price,.In any case,the price will have to be somewhere between one that is too low to produce a profit and one that is too high to result in any demand.,大家知道，议价是一种技术，需要,沉着和胆略,。在了解到影响到价格的因素后，买方或者卖方就应选择,可行性价格,。无论在任何情况下，价格既不能太低，也不能太高，应在两者之间。价格太低，无利润可言；价格太高，无需求可言。,Everyone knows that negotiatin,9,In business negotiations,even when the buyer has an advantage than the seller,because of,overproduction,and is accordingly able to,dictate terms,such as lowering the price,quickening delivery date and so on,he should consider everything on the seller attitude and give the,reasonable price,.Of course,when the seller has an advantage over the buyer,the same attitude should be adopted.,在商业洽谈中，由于,生产过剩,等原因，即使买方比卖方具 有一定优势，并能,提出种种条件,，比如降低价格，缩短交货期等等，他也应该从卖方的态度来考虑问题，并给予,合理的价格,。当然，当卖方比买方具有一定优势时，也应采取同样态度。,The most important factor for the buyer to bear in mind is that,the price it accepts in a contract ought to be competitive in home market,.,对买方来说，最重要的是牢记,在合同中接受的价格应在国内市场具有竞争力。,In business negotiations,10,2.Pricing Object,定价目标,Every market task,including pricing especially,must be directed toward the achievement of a goal,in other words,management should decide on its pricing objectives before determining the price itself.The objectives can be divided into two kinds:,long-term objectives,and,short-term objectives,.,市场上每一项工作，尤其包括定价，必定是为了达到某种目的。换而言之，经营者在决定价格本身之前，必须首先明确定价目标。定价目标可分为两类：,长期目标,和,短期目标,。,2.Pricing Object 定价目标,11,Long-term objectives,are usually concerned with,profitability,and,market share,.Firms which consider price as a strategic marketing weapon will devote more attention to long-term price objectives than those which view price as a,tactical instrument,to gain short-term advantage in the market.,长期目标,通常是关于,盈利情况,和,市场份额,。有些公司把价格作为一种,战术手段,以求在市场上取得短期优势。与此相比，那些将价格作为战略性的营销武器的公司，则更重视定价的远期目标。,Long-term objectives are us,12,Short-term objectives,are usually specified in,annual budgets,developed by the firm for a number of items including,profits,sales volume and market share.,短期目标,一般体现在公司的,年度预算,中，包括,利润，销售额和市场份额,等几方面。,The main o