Export Pricing
Pricing for export is different than domestic pricing. Additional consideration needs to be given to the cost of modifying product or support materials for the foreign market, the logistics of getting the product to the foreign market, insuring the product, financing costs, transportation and other costs unique to exports such as long-distance communication costs and exchange rates. As pricing strategy is a key component of an export-marketing plan, the pricing structure has to be an integral part of the marketing objectives. These will vary depending on the target overseas markets. For example, a firm might regard the foreign market as a secondary market and consequently have lower expectations regarding market share and sales volume. Pricing decisions are naturally affected by such views. An exporter must thoroughly evaluate all the variables that have a bearing on the price for the product/service may not sell. On the other hand, too low a Continue reading