第七章国际市场定价策略2价格是营销组合中唯一产生收益的要素，其他都是成本。因此，在制定营销决策时，定价应该作为一种积极的手段而被采用。3内容提要定价目标定价方法定价策略出口产品定价倾销与反倾销4LearningObjective定价目标定价目标ListandexplainavarietyListandexplainavarietyofpricingobjectivesofpricingobjectives115定价目标PricingObjectivesProfit-OrientedPricingObjectivesProfit-OrientedPricingObjectivesProfit-OrientedPricingObjectivesProfit-OrientedPricingObjectivesSales-OrientedPricingObjectivesSales-OrientedPricingObjectivesSales-OrientedPricingObjectivesSales-OrientedPricingObjectivesStatusQuoPricingObjectivesStatusQuoPricingObjectivesStatusQuoPricingObjectivesStatusQuoPricingObjectivesPrestigePricingObjectivesPrestigePricingObjectivesPrestigePricingObjectivesPrestigePricingObjectives116利润导向定价目标Profit-OrientedPricingObjectivesProfit-OrientedPricingObjectivesProfit-OrientedPricingObjectivesProfit-OrientedPricingObjectivesProfit-OrientedPricingObjectives利润最大化ProfitMaximization利润最大化ProfitMaximization满意利润SatisfactoryProfits满意利润SatisfactoryProfits目标投资收益TargetReturnonInvestment目标投资收益TargetReturnonInvestment117利润最大化ProfitMaximization制定价格使得总收入尽可能多的超过相应的总成本Settingpricessothattotalrevenueisaslargeaspossiblerelativetototalcosts.11古典经济理论-边际分析-实现困难古典经济理论-边际分析-实现困难8满意利润与目标投资收益SatisfactoryProfits&TargetReturnonInvestment制定价格使得短期或长期的目标利润达到销售额或投资额的某一百分比(通常为公认的“fair”profits)11方便管理层、股东、公众等进行公司业绩评价方便管理层、股东、公众等进行公司业绩评价9投资收益率ReturnonInvestment,ROI税后净利润除以总资产NetprofitaftertaxesdividedbytotalassetsTotalassetsTotalassetsROI=ROI=NetProfitaftertaxesNetProfitaftertaxes1110销售导向定价目标Sales-OrientedPricingObjectives市场份额MarketShare市场份额MarketShare销售额最大化SalesMaximization销售额最大化SalesMaximizationSales-OrientedPricingObjectivesSales-OrientedPricingObjectivesSales-OrientedPrici...
