国际市场定价策略课件(PPT 59页)

第六章 国际市场定价策略
休布雷公司的妙招
第一节  国际市场产品定价的影响因素
企业的定价目标：
1.以维持企业生存为目标
2.以获取当前理想的利润为目标
3.以保持和提高市场占有率为目标
4.产品质量最优化目标
三、市场需求
需求的价格弹性
举例分析
五、政府对价格的调控政策
第二节国际市场的定价方法
一、成本导向定价法
(三)目标利润定价法
（四）边际贡献定价法
二、需求导向定价法
（一）反向定价法                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               
（二）认知价值定价法
（三）差别定价
差别定价的适用条件
三、竞争导向定价
第三节  国际市场产品定价策略
(二)渗透定价策略
二、心理定价策略
三、折扣与折让定价策略
四、地理定价策略
第四节  国际市场产品调价策略
第五节  跨国公司的定价策略
第五节  国际营销价格发展趋势
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