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Bi 6
Th.S inh Tin Minh Trng HKT TPHCM Khoa Thng Mi Du Lch Marketing
Mc tiu chng 6 Gip sinh vin nhn thc c tm quan trng ca vic nh gi trong chin lc Marketing quc t v nhng yu t c bn nh hng n qu trnh nh gi quc t. Bit cch p dng cc chin lc nh gi v chin lc gi quc t trong nhng trng hp c th. Hiu cch thc ra quyt nh v gi xut khu trong quan h vi gi ni a ca doanh nghip.
Mc lc
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4 5 Khi nim v gi v cc vn cn quan tm Cc nhn t nh hng n vic nh gi S leo thang ca gi nh gi trong mi trng lm pht Cc chin lc nh gi quc t Chuyn gi (Transfer price) Countertrade Mi quan h gia gi XK v gi ni a
Th.S inh Tin Minh
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Khi nim:
V c bn, l thuyt v thc tin ca vic nh gi quc t khng khc vi vic nh gi cho th trng ni a. Cn lm cho khch hng cm thy rng h nhn c ton b gi tr tng xng vi s tin m h b ra. ng thi nh Marketing quc t phi tm kim li nhun hoc trc mt hoc lu di ty theo nhng mc tiu chung v nhng quyt nh hin thi ca mnh.
Khi nim:
Gi l s lng n v tin t cn thit c c mt loi hng ho hay mt dch v no vi mt cht lng nht nh, vo mt thi im nht nh v mt ni nht nh.
Cc vn quan tm:
Quyt nh v gi cho sn phm c sn xut ton b hay mt phn mt nc v c tiu th mt nc khc (xut khu). nh hng ca nhng quyt nh v gi ti mt th trng ti nhng hot ng ca cng ty cc th trng khc.
Cc vn quan tm (tt):
Gi c p dng cho ai: Ngi tiu dng hay ngi s dng trong ngnh cng nghip. Nhng nh bn bun hay nhng i l nhp khu khc. Nhng cng ty con hoc lin doanh c s hu mt phn, cho d nh hay ln, hay s hu ton b. Nhng i tc trong cc lin minh chin lc.
Cc vn quan tm (tt):
Mt s sai lm khi xy dng chin lc nh gi: Vic nh gi hon ton da vo chi ph. Gi c khng c xt li thng xuyn thch ng vi nhng thay i trn th trng. Gi c c nh mt cch c lp vi nhng thnh phn ca Marketing-mix. Gi c khng thay i i vi nhng sn phm khc nhau v nhng khu vc th trng khc nhau.
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Product costs
Price ceiling
No demand above this price
Price floor
No profits below this price
Source: Philip KOTLER, Gary AMSTRONG (2008), Principle of Marketing, 12th edition, Pearson Education International, Prentice Hall, p.267
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T gi hi oi T l lm pht
Chi ph vn ti
Chi ph knh Thu quan
Mc thu nhp
Kim sot gi c Cc lut l
Thu khc
Chin lc nh gi quc t
nh gi thng nht
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Chapter 12
iu g khin gi c ca mt
sn phm leo thang gia cc quc gia khc nhau?
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5.3. S leo thang ca gi (tt) Lm cch no h thp nh hng ca vic leo thang ca gi?
1. Gim gi thnh sn phm thng qua:
SX cc quc gia c nhn cng lao ng thp.
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Vi phng n i ph vi lm pht:
1. Thay i thnh phn sn phm hoc bao b ng gi sn phm. 2. Tm kim ngun NVL gi r. 3. Rt ngn nh mc v hn mc tn dng. 4. nh gi bng ngoi t n nh. 5. Thuyt phc d tr hng tn kho.
Chapter 12
5.5. Cc chin lc nh gi quc t Cc nhn t ch yu nh chi ph, nhu cu th trng, mc cnh tranh v s kim sot v lut php s l ngun tham kho thit lp mt mc gi bn cho sn phm ca cng ty. Mt khc phi xt thm n mc tiu ca cng ty ti mi th trng nc ngoi v n s quyt nh mc tiu nh gi.
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nh gi trn c s chi ph
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5.5. Cc chin lc nh gi quc t (tt) Bi tp 1: Tnh gi th trng cho sn phm nhp khu:
FOB = 100 USD VN CHUYN + BO HIM = 3% (FOB) TY GIA = 21.000/ USD THU NK = 30%
VAT = 10%
VN CHUYN TRONG NC = 2%
5.5. Cc chin lc nh gi quc t (tt) Bi tp 2: Gi ti u thng qua vic p dng cc mc chit khu* khc nhau (Discount/ Allowance/ Rebate):
1/Khch hng tiu dng cui cng c hng mt gi nh nhau. 2/Nh phn phi bn nhiu th c chit khu cao v ngc li. 3/Cng ty t c li nhun trn gi phn phi.
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5.5. Cc chin lc nh gi quc t (tt) Cng ty A chuyn kinh doanh thp l m. Bn vi gi 14 triu ng / 1 tn sn phm. Gi vn 12 triu ng / 1 tn sn phm. Yu cu cng ty khng c li nhun t hn 750 ngn ng/ 1 tn sn phm. Cu hi: Trnh by tng xy dng h thng chit khu cho i l.
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nh gi ht vn v nh gi thm nhp*
nh gi ht vn v nh gi thm nhp
Bt u Li th ca gi Ginh c th phn v doanh s
Gim chi ph n v
Ngun: Gerald Albaum, Jesper Strandskov, Edwin Duerr (2002), International Marketing and Export Management, Prentice Hall, p450.
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Bn gi thp c phi l bn ph gi hay khng? Trong iu kin no doanh nghip xut khu b kin l bn ph gi?
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5.7. Countertrade
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Cc li ch khc m h c hng.
Tng sn lng bn ra thu hi vn nhanh. Sn phm xut khu t ni ting th trng nc
ngoi so vi th trng ni a.
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thuc.
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Gi khc bit:
V th trng v cc iu kin cnh tranh v cc yu t mi trng khc thay i t th trng nc ngoi ny n th trng nc ngoi khc, do c nhng kh nng phi nh gi xut khu ring cho
mi th trng.
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