Chapter 18 Pricing for International Markets

I.Price Escalation - firms must often adjust their prices upwards in international markets. Reasons: Costs related to transportation, insurance, tariffs, taxes, storage, documentation, packing and middleman margins. A. Ways to Reduce Price Escalation 1)Marketing action 2)Government action

Sample Causes and Effects of Price Escalation Manufacturing net$ 5.00$ 5.00$ 5.00$ 5.00 Transport, c.i.f.n.a Tariff (20 percent c.i.f. value)n.a Importer paysn.a.n.a Importer margin when1.83 sold to wholesaler+0.73 * (25 percent) on costn.a.n.a Wholesaler pays landed cost * Wholesaler margin (33 1 / 3 percent on cost) =4.28 Retailer pays * Retail margin (50 percent on cost) =8.50 Retail price ForeignForeignForeign Example 1:Example 2:Example 3: Assuming theImporter andSame as 2 but same channels withsame marginswith 10 percent Domestic wholesaler import-and channelscumulative Example ing directlyturnover tax Notes:a.All figures in U.S. dollars; c.i.f = cost, insurance, and freight; n.a. = not applicable. b.The exhibit assumes that all domestic transportation costs are absorbed by the middleman. c.Transportation, tariffs, and middleman margins vary from country to country, but for purposes of comparison, only a few of the possible variations are shown. * Turnover Tax

Price Escalation The Lower Prices are at Home Aspirin$ 0.99$ 1.23$ 7.08$ 6.53$ 1.78 Cup of coffee Movie Compact disk Levi 501 jeans Ray-Ban sunglasses Sony Walkman Nike Air Jordans Gucci men's loafers Nikon camera , New YorkLondonParisTokyoMexico City SOURCE: "Tourists and Bargains Galore," Fortune, June 13, 1994, p. 12.

Pricing for International Markets II.Pricing and the Product Life Cycle 1)Skimming 2)Penetration 3)Market pricing III. Export Pricing Strategy 1)Standard worldwide prices 2)Dual pricing 3)Market differentiated pricing

Pricing for International Markets IV. Counter-trade : A Sale that encompasses more than an exchange of goods and services for money. A)Reasons for counter-trade B)Difficulties C)Trends D)Reasons for growth

Pricing for International Markets V.Terms of Payment 1) Cash in advance 2) Open accounts 3) Letters of credit 4) Consignment VI. Leasing

Leasing in International Markets Leasing opens the door to a large segment of nominally financed foreign firms that can be sold on a lease option but might be unable to buy for cash. Leasing can ease the problems of selling new, experimental equipment, since less risk is involved for users. Leasing helps guarantee better maintenance and service on overseas equipment. Equipment leased and in use helps to sell other companies in that country. Lease revenue tends to be more stable over a period of time than direct sales would be.

Pricing for International Markets VII.Dumping : Selling goods overseas at a price lower than in the exporter’s home country or below cost. A)Predatory vs. unintentional dumping B)Anti-dumping duties C)Countervailing duties

Pricing for International Markets VIII.Gray Marketing - occurs when products are diverted from authorized channels in international markets and are sold at a lower price than is authorized by the manufacturer. IX.Reasons for Increase in Gray Markets 1)More global products 2)Fluctuating exchange rates 3)Pricing policies 4)Excess supply 5)“Free rider” opportunities

Pricing for International Markets X.Dealing with Gray Markets 1)Legal action 2)Adapt products to local markets 3)Change pricing policies