unitTermsofPrice

1、Chapter 9 Terms of PriceRong Peijue What is Price?vPrice is the amount of money that is needed to acquire some combination of a product and its accompanying services. vPrice is also a critical ingredient in consumer evaluation of the product.vPrice is simply an offer or an experiment to test the pul

2、se of the market.vPricing means a series of techniques relating to a single product or a group of productsPrice ElementsvCost structureCost of productionSelling and delivery costsCustoms dutiesvFactor considerations in PricingSelling and Delivery CostsvFixed costs(固定成本): salesmens salaries etc.vVari

3、able costs (變動成本):packaging, transport, commissions, advertising and sales trip expenses, insurance premium etc.Customs and DutiesvCustoms duties are taxed imposed by a government on the import or export of products or services.vThey should be taken into account when the price is set.Factor Consider

4、ations in PricingvI Principles for setting the pricev1. The price is on the bases of the price in the international market.v2.Prices vary with regions and countries according our foreign policiesv3.The price should be set according to the marketing purposes.v4.Watch the change of supply and demand r

5、elationship and the trend of rising or falling of the market pricesvII Consideration of factors affecting the pricesvAdequate profit marginvQualities of the goodsvQuantities of the goodsvDistance of transportationv Place and terms of deliveryvChanges of demand according to the seasonsvTerms of payme

6、nt and fluctuations of the exchange ratesCost-based Pricing 成本定價法vProduction costs + some margin of profit = a selling price vthe easiest way of export pricing Case Study 1v某電視機廠生產(chǎn)2 000臺彩色電視機，總固定成本600萬元，每臺彩電的變動成本為1000元，確定目標利潤率為25%。v銷售價格應(yīng)為多少？v單位產(chǎn)品固定成本6,000,000=2,0003,000元v單位產(chǎn)品變動成本1000元 v單位產(chǎn)品總成本4000元

7、v單位產(chǎn)品價格4 000(1+25%)=5 000元 Target Costing 目標成本定價法vTarget costing is designing a product so that it satisfies customers and meets the profit margins desired by the firm. vTarget costing makes cost an input to the product development process, not an outcome of it. v目標成本法使成本成為產(chǎn)品研發(fā)過程中的先期因素，而非最終結(jié)果。vYou e

8、stimate the selling price people would be willing to pay for a product and subtract the desired profit margin (預(yù)期利潤率). The result is the target cost of production. v某電視機廠年生產(chǎn)2 000臺彩色電視機，總固定成本600萬元，每臺彩電的變動成本為1000元，建設(shè)電視機廠的總投資額為800萬元，投資回收期為5年 ，v銷售價格應(yīng)為多少？（采用目標成本定價法） v(1)確定目標收益率 v目標收益率=1/投資回收期100%=1/5100%

9、=20% v(2)確定單位產(chǎn)品目標利潤額 v單位產(chǎn)品目標利潤額=總投資額目標收益率預(yù)期銷量 8,000,00020%2,000=800元 v(3)計算單位產(chǎn)品價格 單位產(chǎn)品價格=企業(yè)固定成本預(yù)期銷量+單位變動成本+單位產(chǎn)品目標利潤額v=6,000,0002,000+1,000+800=4,800元 Break-even Pricing 盈虧平衡定價法保本定價法，收支平衡定價法vthe break-even point (in terms of Unit Sales (X) vwhere:vTFC is Total Fixed Costs, vP is Unit Sale Price,vV is

10、 Unit Variable Cost. Total Fixed Costvare the costs that do not change in relationship to how many products are made or sold. v總固定成本是那種不隨著有多少商品制造和賣出而改變的成本。vE.g. The amount vPaid to own or rent a factory or warehouse vPaid for business insurancevSalaries for workers and salesmen Variable Cost vchange

11、 according to the level of production. v變動成本是隨著產(chǎn)品生產(chǎn)程度變化而變化。vE.g. vExpenses for the materials vDirect costs of labor Languages vIf the exporter maintains the same price, and produces more than the break-even quantity of products, he can increase his profit as the total fixed cost is spread over more

12、products, thus reducing the total unit costs of the product. v如果出口商保持價格不變，生產(chǎn)比盈虧臨界數(shù)更多的商品，他就能增加他的盈利，因為總固定成本在更多商品上體現(xiàn)出來，從而降低了商品的總單位成本。Case Study 3v某企業(yè)年固定成本為100,000元，單位產(chǎn)品變動成本為30元/件，年產(chǎn)量為2,000件， v則該企業(yè)盈虧平衡點價格?v盈虧平衡點價格=100,0002,000+30=80元。 Marginal Cost Pricing 邊際成本定價法vis the variable costs per unit of produ

13、ction. v每一單位產(chǎn)出分擔的變動成本。（平均變動成本）v邊際成本定價法當廠商從其商品的銷售中已收回固定成本或為了減少成本損失，以單位變動成本為可接受價格最低經(jīng)濟界限的一種定價方法，又稱“變動成果定價法”。v其適用情況有如下幾種：v1.企業(yè)主要商品已分攤企業(yè)固定成本后的新增商品定價；v2.企業(yè)達到保本點后的商品定價；v3.企業(yè)開拓新地區(qū)市場的商品定價，即在現(xiàn)有市場的銷售收入已能保本并有盈利的情況下，為拓展市場，可對新客戶或新設(shè)網(wǎng)點的商品按變動成本定價；v4.企業(yè)經(jīng)營淡季時的定價。Dumping 傾銷vis the practice of selling products in foreig

14、n country at a lower prices than those charged in the producing country. vOffer products for lower prices than domestic competitors do Case Study 4v某制鞋廠在一定時期內(nèi)發(fā)生固定成本90,000元，單位變動成本0.7元，預(yù)計銷量為100,000雙。在當時市場條件下，同類產(chǎn)品的價格為1元/雙。v那么企業(yè)是否應(yīng)該繼續(xù)生產(chǎn)呢? v企業(yè)的盈虧平衡數(shù)是多少？Answers v固定成本=90,000元 v變動成本=0.7100,000= 70,000元 v銷售收

15、入=1100,000=100,000元 v企業(yè)盈虧=100,000-70,000-90,000=-60,000元 v按照變動成本訂價，企業(yè)出現(xiàn)了60,000元的虧損 v但是作為已經(jīng)發(fā)生的固定成本，在不生產(chǎn)的情況下，已支出了90,000元，這說明按變動成本訂價時可減少30,000元固定成本的損失， 并補償了全部變動成本70,000元。若低于變動成本訂價，如市場價格降為0.7元/雙以下， 則企業(yè)應(yīng)該停產(chǎn) ，因為此時的銷售收入不僅不能補償固定成本，連變動成本也不能補償，生產(chǎn)得越多，虧損便越多，企業(yè)的生產(chǎn)活動便變得毫無意義v90,000+0.7X=1XvX=300,000Conversion of M

16、ajor Trade Termsv已知已知FOB價價 求求 v（1） CFR價價=FOB價價+國外運費國外運費v v FOB價價+國外運費國外運費v（2） CIF價價=-v 1 - 保險加成保險加成 X保險費率保險費率v已知已知CIF價價 求求v（1） FOB價價= CIF價價 X （1 - 保險加成保險加成 X保保險費率）險費率）- 國外運費國外運費v（2） CFR價價= CIF價價 X （1 保險加成保險加成 X保險費率）保險費率）v v已知已知CFR價價 求求 v（1） FOB=CFR國外費用國外費用v v CFR價價v（2） CIF價價= -v 1 - 保險加成保險加成 X保險費率保險

17、費率Calculations 1v我方出口兒童運動衫500打FOB上海，運動衫采購價為每打700元，國內(nèi)運費為1000元，商檢報關(guān)費為400元，港口裝船費為600元，交際及其他費用900元，包裝每箱50打，包裝費每箱100元。利潤率為10，匯率為美元等于元人民幣，請報v(1).FOB上海價；v(2).CFR價（體積為60cm60cm50cm，運費為每立方米125美金）；v(3).CIF價（保險費率為，投保加成為110）v國內(nèi)總成本進貨成本國內(nèi)費用v 700500100040060090010100v 353900元v 單價353900500888.475美金打v FOB價88.47588.47

18、51097.3225美金v CFR價FOB價國外運費v 97.3212550打v 97.32250.45v 97.7725美金打v CIF價CFR價（保險加成保險費率）v 97.7725（110）v 98.86美金打Exchange Cost 換匯成本vRegulation on Foreign Exchange Administration 外匯管理條例vThe State Administration of Foreign Exchange (SAFE) 國家外匯管理局vExchange Cost is the cost in terms of local curre

19、ncy for earning each unit of foreign currency. v換匯成本就是賺的每一單位外匯所耗費的本國貨幣的成本Exchange Cost Formula 出口商品總成本（人民幣）出口商品總成本（人民幣）v出口商品換匯成本出口商品換匯成本 = = FOB出口銷售外匯凈收入（美元）出口銷售外匯凈收入（美元） vThe less amount, the greater the economic benefit. vExchange rate is greater than the bank quoted rate, the export is defective.

20、vExchange rate is less than the bank quoted rate, then, the export is profitable.Product Life Cycle 產(chǎn)品生命周期Pricing Strategy vSkimming price strategy 撇脂定價策略v- a new product, priced high, make optimum profit, little competition vPenetration price strategy 滲透定價策略v- a new product, priced low, attract cus

21、tomers, discourage competitors vEveryday Low Pricing (EDLP) 每日低價v- used by retailers or agents as Wal-Mart Money of AccountvMoney of account (計價貨幣計價貨幣) is the currency used for price calculation.vMoney of payment (支付貨幣支付貨幣) is the currency for settlement.vBoth can be the same currency if no otherwis

22、e stipulated. vBoth can be the exporters currency, the importers currency, or a third countrys currency.vHard Currency 硬通貨 （硬貨幣）v-reliable and stable and more in demand vSoft Currency 軟通貨（軟貨幣）v- not reliable, unstable and less in demand vFloating Exchange Rate 浮動匯率 vFixed Exchange Rate 固定匯率vHedge 對沖

23、/套期保值vCover 平倉，補進vForward market 期貨市場，遠期市場vSpot market 現(xiàn)貨市場，即期市場vForward contract 期貨合同，遠期合同vBrokerage houses 經(jīng)紀行Use of Commission and Discount傭金和折扣vCommission: the money received by an agent for his intermediary services.vCommission may be expressed as: 每公噸335美元CIF倫敦包括2%傭金 US$335 per metric ton CIFC2% London US$335 per metric ton CIF London including your commission 2% Commission Formula v傭金=含傭價（發(fā)票金額）傭金率v凈價= 含傭價（發(fā)票金額）- 傭金 v 凈價v 含傭價 = -v 1 傭金率Calculations 2vThe sellers offer is “USD$1000 per M/T CIF C3%, NY”. vHow much is the commission ?