Pricing Strategy
A practical course for marketing, product, sales and commercial managers, analysts and business owners who set or control prices in consumer and business-to-business markets. Learn to price from cost, value and competition, use price elasticity and break-even volume, design pricing metrics, tiers, bundles and discounts, find the money lost between list and pocket price, and govern pricing within competition and consumer law.
- Modules
- 7
- Max students
- 20
- Language
- EN
What it usually covers
- 1
Orientation: Pricing as a Strategic Decision
- Price as the Strongest Profit Lever
- Cost, Customers and Competitors: The Limits on Any Price
- Value, Price and Willingness to Pay
- The Pricing Process from Strategy to Execution
- Pricing Mindsets and Common Pricing Mistakes
- 2
Cost-Based Pricing Done Properly
- The Cost Figures a Price Decision Needs
- Cost-Plus Pricing: Markup and Margin
- How Much Volume a Price Change Needs
- Where Cost-Plus Works and Where It Fails
- Price Floors and Special-Order Pricing
- 3
Value-Based Pricing
- Economic Value to the Customer
- Quantifying Value in Business-to-Business Markets
- Measuring Willingness to Pay
- How Customers Perceive Prices
- Communicating Value So the Price Is Accepted
- 4
Competition and Demand
- Competitor-Based Pricing and Price Positioning
- Price Elasticity of Demand
- Using Elasticity in Pricing Decisions
- Responding to Competitor Price Moves
- Pricing New Products: Skimming and Penetration
- 5
Price Structure, Segmentation and Discounts
- Price Segmentation and Price Fences
- Pricing Metrics and Pricing Models
- Bundling, Versioning and Good-Better-Best
- Discounts and Promotions
- The Price Waterfall and Pocket Price
- 6
Business-to-Business Pricing and Price Governance
- Price Lists and Contract Pricing in Business Markets
- Deal Pricing and Discount Authority
- Managing Price Increases
- Pricing Governance: Policy, Roles and Process
- Pricing, Competition Law and Ethics
- 7
Application: Pricing Decisions in Practice
- Case: Pricing a New Service on Value
- Case: Responding to a Competitor's Price Cut
- Case: Finding and Fixing Price Leakage
- Measuring Pricing Performance
- Building a Pricing Improvement Plan
This page describes what the training usually covers. Each training provider may change the content, the length and the order to suit the group. Confirm the final content with the training provider before you book.
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Pricing Strategy
7 h 21 min
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