實用外貿(mào)英語ppt課件

1、Unit 3 On Price 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. 眾所周知，價錢是國際商務(wù)活動中該當(dāng)仔細思索的重要要素。 Price is the money or other considerations exchanged for ownership or use of a product or service. The

2、 products price includes fixed cost, variable cost and expected profit. 價錢就是為獲得或者運用某種商品或效力而支付的貨幣貨其他報酬。商品價錢包括固定本錢，可變本錢和預(yù)期收益。 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

3、品的固定本錢和可變本錢是指消費本錢，銷售本錢，交貨本錢，普通稅和關(guān)稅以及其他不可預(yù)料的本錢所構(gòu)成的總本錢。 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. 在任何買賣中，買方希望買最低價，

4、賣方希望賣高價。為了到達各自的目的，買賣雙方都該當(dāng)了解定價戰(zhàn)略和其他影響價錢變動的要素。 1. Pricing Strategy 定價戰(zhàn)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. 定價戰(zhàn)略是制定整個營銷戰(zhàn)略過程的一部分。根據(jù)公司的目的，定價戰(zhàn)略可以分為需求

5、型和競爭型兩種。 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. 需求型定價戰(zhàn)略思索的是消費者表現(xiàn)出對商品的劇烈需求愿望。由于消

6、費者對商品需求愿望的不同，價錢也隨之不同，假設(shè)對某種商品的需求特別劇烈，其價錢也會高很多，如需求量小，該商品的價錢會很低。 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. 競爭

7、型價錢戰(zhàn)略思索的是競爭對手的問題。假設(shè)公司完全依托競爭來決議價錢的話，該價錢會高于或低于市場的預(yù)期。 Besides what have been mentioned above, the internal and external factors which can affect pricing should be noted. 除此之外，還應(yīng)思索到影響定價內(nèi)部和外部要素。 Internal factors: 1marketing objectives 營銷目的 2marketing mix strategies 營銷組合戰(zhàn)略 3costs 本錢 External factors: 1the

8、 market and demand 市場與需求 2competitors price and offers 競爭對手價錢和條件 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. 在實踐商業(yè)談判中，由于討價討價是常有的事，所以，不論是買方還是賣方都不可忽略以下要素，由于它們也對定價產(chǎn)生影響。fluctuati

9、on of the currency used in the transaction 買賣中所運用貨幣的動搖性terms of payment 支付條款date of delivery 交貨日期packing 包裝 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,

10、 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，議價是一種技術(shù)，需求冷靜和膽略。在了解到影響到價錢的要素后，買方或者賣方就應(yīng)選擇可行性價錢。無論在任何情況下，價錢既不能太低，也不能太高，應(yīng)在兩者之間。價錢太低，無利潤可言；價錢太高，無需求可言。 In business negotiations, even when the buyer has an advantag

11、e 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

12、same attitude should be adopted. 在商業(yè)洽談中，由于消費過剩等緣由，即使買方比賣方具 有一定優(yōu)勢，并能提出種種條件，比如降低價錢，縮短交貨期等等，他也應(yīng)該從賣方的態(tài)度來思索問題，并給予合理的價錢。當(dāng)然，當(dāng)賣方比買方具有一定優(yōu)勢時，也應(yīng)采取同樣態(tài)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. 對買方來說，最重要的是牢記在合同中接受的

13、價錢應(yīng)在國內(nèi)市場具有競爭力。2. Pricing Object 定價目的定價目的 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

14、 objectives and short-term objectives. 市場上每一項任務(wù)，尤其包括定價，必定是為了市場上每一項任務(wù)，尤其包括定價，必定是為了到達某種目的。換而言之，運營者在決議價錢本到達某種目的。換而言之，運營者在決議價錢本身之前，必需首先明確定價目的。定價目的可分身之前，必需首先明確定價目的。定價目的可分為兩類：長期目的和短期目的。為兩類：長期目的和短期目的。 Long-term objectives are usually concerned with profitability and market share. Firms which consider price

15、 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. 長期目的通常是關(guān)于盈利情況和市場份額。有些公司把價錢作為一種戰(zhàn)術(shù)手段以求在市場上獲得短期優(yōu)勢。與此相比，那些將價錢作為戰(zhàn)略性的營銷武器的公司，那么更注重定價的遠期目的。 Short-term objectives are us

16、ually specified in annual budgets developed by the firm for a number of items including profits, sales volume and market share. 短期目的普通表達在公司的年度預(yù)算中，包括利潤，銷售額和市場份額等幾方面。 The main objectives whether long-term or shot-term, established by the company are oriented either toward profits, toward sales, or tow

17、ard maintaining the status quo. 公司所確定的主要目的，無論長期的還是短期的，都是為了獲得利潤，擴展銷量或維持現(xiàn)狀。 3. Pricing Principles 定價原那么定價原那么 It is very complicated to make a good price for a product in the import and export business. In order to do it well, we should carry out correctly our pricing principles and be sure to master t

18、he changing trend of the international market. We must taken into account all the factors that may influence pricing and reinforce the calculation of cost, profit and loss. 在進出口業(yè)務(wù)中，確定一個合理的價錢是一項非在進出口業(yè)務(wù)中，確定一個合理的價錢是一項非常復(fù)雜的任務(wù)。為了做好這項任務(wù)，必需正確貫常復(fù)雜的任務(wù)。為了做好這項任務(wù)，必需正確貫徹我國進出口商品的作價原那么，真實掌握國際徹我國進出口商品的作價原那么，真實掌握國際市

19、場價錢的變動趨勢，充分思索影響價錢的各種市場價錢的變動趨勢，充分思索影響價錢的各種要素，加強本錢和盈虧的核算。要素，加強本錢和盈虧的核算。 In order to pricing properly, the following three principles should be adhered to: 在確定進出口商品價錢時，必需遵照以下三項原那么：To price according to the international market. 按照國際市場價錢程度定價 The international market price is made on the basis of interna

20、tional merits and formed in the policies of different market competition, which can be accepted both by the buyer and seller. 國際市場價錢是以商品的國際價值為根底并在國際市場競爭中構(gòu)成的，它是買賣雙方都能接受的價錢。2. To price based on the situations of different policies of various countries and regions. 結(jié)合國別，地域政策定價 In order to let foreign t

21、rade work in with the diplomatic policies, we should consider the policies of different countries and regions in the reference with the international market. 為了使外貿(mào)配合外交，在參照國際市場價錢程度的同時，也可適當(dāng)思索國別，地域政策。3. To price based on the purpose of purchasing 根據(jù)購銷意圖定價 The price of goods to be imported and exported

22、can be made according to the international market, and be made based on the purpose of purchasing. That is to say, the price can be a little higher or lower than the international market. 進出口商品在國際市場價錢程度的根底上，可根據(jù)購銷意圖來確定，即可略高于或略低于國際市場價錢。4. Pricing Methods 定價方法定價方法 In international sales of goods, the f

23、ollowing methods of pricing can be used: 在國際貨物買賣中，可采取以下幾種作價方法：在國際貨物買賣中，可采取以下幾種作價方法：1Fixed pricing 固定價錢固定價錢 The seller delivers and the buyer accepts the commodity at a fixed price agreed by both parties, neither party shall have the right to change the agreed price. 買賣雙方按商定價錢交接貨物和收付貨款，任何一買賣雙方按商定價錢交接

24、貨物和收付貨款，任何一方無權(quán)要求對商定價錢進展變卦。方無權(quán)要求對商定價錢進展變卦。2Flexible pricing 暫不固定價錢 The pricing time and the pricing method are specified in the price terms, for instance: “the price will be negotiated and decided by both parties 60 days before the shipment according to the international price level. 0r only the pric

25、ing time is fixed, e.g. “to be priced on July 15, 2019 by both parties. 在價錢條款中明確規(guī)定定價的時間和方法，如“在裝船前60天，參照國際市場價錢程度，協(xié)商議定正式價錢?；蛑灰?guī)定作價時間，如“由雙方在2019年7月15日商定價錢。3Partial fixed price and partial unfixed price 部分固定，部分不固定價錢 The parties concerned only fix the price for the commodities to be delivered recently, an

26、d leave the price of the commodities to be delivered in the long term open. 買賣雙方只商定近期交貨部分的價錢，遠期交貨部分的價錢，那么待以后商定。4Floating price 滑動價錢 At the time of pricing, the price adjustment is also stipulated, e.g. “if the concluded price for other buyers is 5% higher or lower than the contract price, both parti

27、es will negotiate to adjust the contract price for the quantity of the contract. 在規(guī)定價錢的同時，還規(guī)定價風(fēng)格整條款。如“假設(shè)賣方對其他客戶的成交價錢高于或低于合同價5%，對本合同的數(shù)量，雙方協(xié)商調(diào)整價錢。 In order to master the pricing well, there are three techniques of pricing export products, which can be indicated as follows. 為了把握好商品的定價，給出口商品定價有三種根本方式：Co

28、st-plus pricing approach 本錢加成法 It is one in which the exporter calculates his costs and adds the desired mark-up to cover unassigned costs either in total or per unit. The chief merit of this approach is its simplicity. 就是出口商計算出本錢，再加上預(yù)期的加成，以彌補總產(chǎn)或單產(chǎn)中的未分攤的本錢。這種方法的主要優(yōu)點是簡一方便。 Break-even pricing approach

29、 收支平衡法 It is a method in use by a number of firms which extends the cost approach somewhat along with the road to considering the market, and also the method of determining the quantity of sales at which the firms revenues will equal its cost identifying a break-even point at the specific price. Thu

30、s, there is a different break-even point for different selling price. Sales of quantities above the break-even point output result in a profit on each unit. The further the sales are above the break-even point, the higher the total and unit profits. Sales below the break-even point result in a loss

31、to the seller. 它是許多公司采用的方法。它在一定意義上是公司將本錢加成法延伸，并思索市場的一種方法，并且是決議公司的收入等于支出時的銷售量確定在某一特定價錢時的損益平衡點的方法。因此，每一不同的售價都有其不同的損益平衡點。超越該點銷售量的每個單位產(chǎn)品都產(chǎn)生利潤。銷售量超越損益平衡點越多，總產(chǎn)和單產(chǎn)帶來的利潤就越高。低于該點的銷售量，會使賣方產(chǎn)生虧損。 Marginal pricing approach 邊沿本錢法 Sometimes the export price set is much lower than the domestic price because of the

32、complexities of the market and different policy-making considerations. In many cases, the company has more production capacity than the home market can absorb. Businessmen are naturally reluctant to reduce their prices. But the key to marginal pricing is to view home sales and export sales as separa

33、te compartment and to consider your export sales as extra sales. If you are recovering your fixed cost with your home sales, you can consider the extra cost of the additional products made for export to be only the variable costs involved. Marginal cost pricing is a generally used method to price an e