【文章內(nèi)容簡介】 stablished product can be more profitable and less risky than developing a new one. III. Product Life Cycle ? Introduction ? Growth ? Maturity ? Decline Language Point It is not until the product has been sold at its genuine mercial price to one or two customers and is known to be operating efficiently that the introductory phase is plete . Some phrases: in terms of , at a rapid rate, in customers’ eyes, in large numbers, at a fairly steady level, run into Product Knowledge ? Product differentiation ? Product features and product benefits ? Understanding the customers’ wants and needs ? Product adaptation Language Point ? 1. prise the most important product information to be conveyed in a business talk. ? 2. Almost every one feels the need or want to have friends and business 3. Be adapted to Questions is a product? What is a descriptive name, What is a generic name? What is the difference between product and product line? is product mix? What are included in product mix? What are they measured by? Explain briefly the product mix strategies. is product life cycle? Explain briefly the four stages in the life cycle. is product differentiation? What is product feature? What are the two knives of product features? Give some examples. What is product benefit? Give some examples. 5. Explain the wants of the customers. What is product adaptation? Explain buying motives by examples. Unit 4 Export Pricing(1) ?Useful words and expressions ?General remark ?Pricing objectives ?Cost I. Useful Words Expressions 1. Pricing: different terms for price eg. 1) If the price of your products is reasonable, we shall do business with you. 2) If you can price your products reasonably, we shall do business with you. 3) If you can set a reasonable price, we shall do business with you. (fix/determine a price) 4). If your products are charged reasonably, we shall do business with you. 2. Long term/short term contract/ strategy 3. Mark share 4. Oversea agent sales agent, purchase agent, sole or exclusive agent, mission agent, shipping agent, insurance agent… 5. Profit, profitable, profiteering 6. Pricing objective 7. Fixed cost and variable cost II. General Remark ?Definition of export pricing ?The meaning of a price ?Factors affecting the pricing Language Points 1. … because to the normal plexities of domestic pricing are added the idiosyncrasies of individual foreign markets with their own petitive, legal and buyer behavior environments. 2. So setting the price level is not just a question of determining the lowest possible price at which a product may be offered but of deciding the price at which will achieve the optimum balance between the performance desired by customers and the costs incurred by the exporter III. Pricing Objectives Long term objective and short term objective 1) Definition 2) Feature 3) purpose Profitoriented objective 1) Definition 2) Profit maximization 3) Purpose: ① The salesoriented objective ② The statue quooriented objective Language Points 1. A firm may price its products or services to achieve a certain percentage return on its investment by setting a percentage markup on sales that is large enough to cover anticipated operating costs plus a desired profit. cover:make up for eg. The export price should an amount to cover the cost of this working capital as well as the interest. 2. The pricing goal, in this situation, is to increase sales volume or to maintain or increase the firm’ s market share 3. One factor that makes the objective of market share workable is that a pany can usually determine what share of the market it enjoys because market share is a better pricing goal. 4. Compatible with: be in line with IV. Costs ? Quoted Price ? Setting the Price ? The Costing Sheet 1. Quoting Price ?A plete price term eg1. US $ 100 per ton FOB Shanghai Currency + unit price of the product + unit of the product + terms of delivery + port of shipping or destination eg2. Our price is US $ 98 per kilo CIF Hamburg. eg3. The price is ￡ 70 per set CIFC 2% London. Terms of Delivery ?FOB ： FREE ON BOARD(named port of shipment) 裝運港船上交貨（制定裝運港）是指賣方必須在合同規(guī)定的裝運期內(nèi)在指定裝運港將貨物交至買方制定的船上，并負(fù)擔(dān)貨物越過船舷為止的一切費用和貨物滅失或損壞的風(fēng)險。 ?CIF： COST,INSURANCE AND FREIGHT(named port of destination) 成本加保險、運費（指定目的港）是指賣方必須在合同規(guī)定的裝運期內(nèi)在裝運港將貨物交至運往指定目的港的船上，負(fù)擔(dān)貨物越過船舷為止的一切費用和貨物滅失或損壞的風(fēng)險，并負(fù)責(zé)辦理貨運保險，支付保險費，以及負(fù)責(zé)租船或定艙，支付從裝運港到目的港的運費。 ?CFR/CF: COST AND FREIGHT(named port of destination) 成本加運費（指定目的港）是指賣方必須在合同規(guī)定的裝運期內(nèi)，在裝運港將貨物交至運往目的港的船上，負(fù)擔(dān)貨物越過船舷為止的一切費用和貨物滅失或損壞的風(fēng)險，并負(fù)責(zé)租船或定艙，支付抵達(dá)目的港的正常運費。 ?CFR與 CIF不同之處僅在于： CFR 合同的賣方不負(fù)擔(dān)辦理保險和不支付保險費，不提供保險單據(jù)。有關(guān)海上運輸?shù)呢浳锉ｋU由買方自理。 eg. We offer Article No. 3 at US$100 per dozen CIF Vancouver. The lowest we can do is US$30 per Dozen CIF Rotterdam. the Price ?Price setting relates to product costs, market demand, and petitive prices. ?Fixed cost: ?Variable: Language Points 1. Take into consideration/account: consider 2. Have you taken into account/consideration the size of our order? 2. “ The more… the more … ” The more units that are produced the more these fixed costs can be spread. 3. Arrive at: figure out Costing Sheet ?Unit cost of product ?Profit ?Agent’ s mission abroad The way to express mission: 1. CIFC5% 2. Considering our good relationship and future business, we give you a 3% mission. ?Labeling cost， Mark