采购与供应链管理课件07价格

Part1:IntroductionandstrategyWhatispurchasingStrategicpurchasingOrganizationandstructureofsupplyPurchasingproceduresPart2:Strategy,tacticsandoperations（1）：purchasingfactorsStandardandmanagementofqualityrelationshipBuyingattherightpriceSupplyorganizationandsuppliermanagement,supplierrelationships(2)Part3:Strategy,tacticsandoperations（2）：ContrastingapproachestopurchasingContrastingapproachestosupply（2）BuyingfromoverseasPart4:Strategy,tacticsandoperations（3）：logisticsStoringofsupplygoods,materialstransportationPart5:Strategy,tacticsandoperations（4）：supplytools,supplierrelationshipsandperformancenegotiationSupplytoolsPurchasingresearch,performanceandethicsChapter7BuyingattherightpricePriceisdefinedasthevalueofacommodity/servicemeasuredintermsofthestandardmonetaryunit(货币单位).Inturn,pricecouldinfluencethesupplyanddemand;Demandandsupplycaninfluencetheprice.Therelationshipbetweenpriceanddemand:theriseorfallofpriceinfluencesthedemand.1)Ifaslightchangeinthepricecouldcauseadramaticchangeindemand,thedemandisaelasticdemand.2)Ifadramaticchangeinthepricecouldcauseaslightchangeindemand,thedemandisinelastic.1Therearefewornosubstitutesorcompetitors.2Thereisa‘buyerinertia’—thatis,buyersareslowtochangetheirbuyinghabitsandsearchforalternativesourceoflowerprices.3Buyerdonotorfailtochallengethehigherprice.Ifdemandiselastic,whensuppliersreducestheirpieceasalowerprice,theirrevenuewillincreaseordecrease?1.Give3examplesofhouseholdcommoditiesforwhichdemandiselasticand3ofthoseforwhichdemandisinelastic.2.Give3examplesofcommoditiesformanufacturingwhichdemandiselasticand3ofthoseforwhichdemandisinelastic.Ifdemandiselastic,supplierswillconsiderreducingtheirpieceasalowerpricewillresultinenhancedrevenue:DiscussionquestionsWhichofthefollowingstatementsaretrue?a.communicateinformationb.determinesupplyc.measurescarcityd.provideincentives1.Theitemdealtinmustbehomogeneous(同质的)sothatbuyersareindifferentregardingsellersfromwhomtheymaketheirpurchases—thereisanabsenceoftradeorproprietaryname,forexample.2.Theitemmustbeeasilytransportable.3.Theremustbemanybuyersandsellerssothattheformercannotartificiallyrestrictdemandorthelattersupply.4.Thereshouldbeanabsenceofreferentialtreatment(优惠政策)ofordiscrimination（歧视性待遇）againstanybuyersandsellers.5.Easycommunicationmustexistbetweenbuyersandsellers.Monopoly（垄断）：NoentryOligopoly（多寡头垄断）：LimitedentryMonopolisticcompetition(垄断下的竞争)：competitionbetweensuppliers.Suppliercannotcontrolpriceandquantitysimultaneously.Intensecompetitionbetweensuppliers.DiscussionquestionsPage456,12.5(Privatization,民营化，私营化）1979,MargaretThatcherAnimportantaspectofpurchasingisthenegotiationofthepricetobepaidtothesupplier.Suppliersconditionsinpricingagreements.2pricingmodels.4.1Suppliersconsiderationsinpricingagreements:1.Generalcondition：Theirpositioninthemarket,monopoly?Long-termvalueofthepurchaser,promptnessofpaymentandsoonDemandiselastic(wheretherearesubstitutes)orinelastic(wheredemandisnotaffectedbytheprice?).2pricingmodels(twocategories)1）cost-basedmodels：costmark-up(cost-plus)pricingmodel；marginalpricingmodel;rateofreturnpricingmodel.P439定价模式：成本加价模式；利润空间定价模式；收益率定价2）Market-drivenmodels：Pricevolumemodel(breakevenanalysis)，Marketsharemodel，(profitabilitydependsonpenetrationarrivedbythesupplier)Marketskimming，Currentrevenuepricingmodel(coveroperatingcostratherthanachieveprofits)2）Market-drivenmodels：Promotionalmodel(shorttermdiscounts)Marketsegmentpricingmodel（homeandabroad，age-stagemilkpowder）Competitionpricingmodel（dynamicpricing,section6.9,reverseauctionprocess）Anassumptionisthatthemarketispriceinelasticandwillbeattractedtotheuniquecharacteristicsoftheinnovation.Becauseofthehighpriceemployed,theproducttypicallyispositionedtoinnovatorsandearlyadopters.Skimmingisaparticularlyattractivestrategywhenmarketersfacehighinvestmentsinresearchanddevelopment,orproductionandothermarketingrelatedstart-upcostsarehigh.Settingahighpricefortheproducthelpsrecoverthesecostsquickly.ArecentexampleofmarketskimmingisprovidedbySony’sDigitalMavicaCamera(Exhibit3).Introducedin1997.Thecamerawaspricedhigh,ataroundeighthundreddollarsperunit.Thiscameraistargetedtoinnovatorsandearlyadoptersofphotographicandcomputerequipment.Itwasdistributedincamera,computer,andelectronicsspecialtystores.Thecamerawaspromotedheavilyinprintandelectronicmediatargetedspecificallytoinitialadopters.Littletelevisionandradioadvertisingwasemployed.Similarly,littleuseofsalespromotions,suchascouponsandrebateswereusedtosupporttheinitiallaunch.4.2Purchaserconsiderationsinpricingagreements:Purchaserwillconsider:Theriskattachedtothepurchaseandthemethodofpricing.Page441,Figure12.3.Thepurchaser’sposition.Whetherthepurchaseisleverage,strategic,non-criticalorbottleneckproductAnyotherfactors?4.2Purchaserconsiderationsinpricingagreements:Purchaserwillconsider:Whetherthepurchaseisarebuy,modifiedrebuyornewbuyitem.Thenumberofsuppliersinthemarket.Pricespaidbythecompetitors.Whatmaybeconsideredafairprice?5.PriceagreementsFirmpriceagreements:contractsthatarenegotiatedw