سؤال قراءة ستيب محلول — فهم التفاصيل (تدريب 5396)

(التسعير العالمي) (1) Companies that market their products internationally must decide what prices to charge in the different countries in which they operate. In some cases, a company can set a uniform worldwide price. For example, Boeing sells its jetliners at about the same price everywhere, whether in the United States, Europe or a third – world country. However, most counties adjust their prices to reflect local market conditions and cost considerations. (2) The price that a company should charge in a specific country depends on many factors, including economic conditions, competitive situations, laws and regulations, and development of the wholesaling and retailing system. Consumer perception and preferences also may vary from country to country, calling for different prices. Or the company may have different marketing objectives in various world markets, which require changes in pricing strategy. For example, Samsung might introduce a new product into mature markets in highly developed countries with the goal of quickly gaining a large share of the market – this would call for a penetration – pricing strategy where the product is offered at a very low price. In contrast, it might enter a less –developed market by using market – skimming pricing where the price is set very high initially. (3) Costs play an important role in setting international prices. Travelers abroad are often surprised to find that goods that are relatively inexpensive at home may carry outrageously higher price tags in other countries. A pair of Levi’s selling for $30 in the United States might go for $63 in Tokyo or $88 in Paris. A McDonald’s Big Mac selling for a modest $3.50 here in Saudi Arabia might cost $7.50 in Berlin, Germany. Conversely, a Gucci handbag going for only $140 in Milan, Italy. might fetch $240 in the United States. In some cases, such price escalations may result from different selling strategies or market conditions. In some instances, however, it is simply the result of the higher cost of selling in another country – the additional cost of product modifications, shipping and insurance, import taxes. exchange-rate fluctuations, and physical distribution. What word other than «inexpensive» the writer uses to talk about prices at home?