Practical English in Foreign Trade实用外贸英语.ppt

从这三种价格术语的解释可以看到，这三种常用的价格术语都是装运港交货，买卖双方的风险划分都是以货物装上船为界限，但主要区别是买卖双方办理的手续和支付的费用不同。其主要异同点如下： 价格术语 风险 手续 费用 承担装船后风险 租船订舱 办理保险 支付目的港运费 支付保险费 FOB 买方 买方 买方 买方 买方 CFR 买方 卖方 买方 卖方 买方 CIF 买方 卖方 卖方 卖方 卖方 Unit 3 On Price It is known to all of us that price, which should be carefully considered, is one of the most important factors in the international business activities. 众所周知，价格是国际商务活动中应当认真考虑的重要因素。 Price is the money or other considerations exchanged for ownership or use of a product or service. The products’ price includes fixed cost, variable cost and expected profit. 价格就是为获得或者使用某种商品或服务而支付的货币货其他报酬。商品价格包括固定成本，可变成本和预期收益。 The fixed cost and variable cost of export products mean the total figure of production cost, selling cost, delivering cost, taxes and tariffs and some other unknown costs. 出口商品的固定成本和可变成本是指生产成本，销售成本，交货成本，一般税和关税以及其他不可预料的成本所构成的总成本。 In any transactions, the buyer wants to buy cheap and the seller wants to sell dear. In order to get the expected target, the buyer or the seller should know the pricing strategies and other factors which can influence the price. 在任何交易中，买方希望买最低价，卖方希望卖高价。为了达到各自的目的，买卖双方都应当了解定价策略和其他影响价格变动的因素。 1. Pricing Strategy 定价策略 Pricing strategy is part of the process of developing an overall marketing strategy. According to objections of a company, the pricing strategy may be demand-oriented or competition-oriented. 定价策略是制定整个营销策略过程的一部分。根据公司的目标，定价策略可以分为需求型和竞争型两种。 Demand-oriented pricing examines the intensity of demand as expressed by consumers. Price varies with the intensity of demand for a product, with a high price charged where there is a high degree of interest in the product and a low price when demand is weak. 需求型定价策略考虑的是消费者表现出对商品的强烈需求愿望。由于消费者对商品需求愿望的不同，价格也随之不同，如果对某种商品的需求特别强烈，其价格也会高很多，如需求量小，该商品的价格会很低。 Competition-oriented pricing examines the pricing behavior of competitors. Firms which rely entirely on the competitive element to determine a price w