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.
- Module
- 7
- Max. Teilnehmende
- 20
- Sprache
- EN
Was sie üblicherweise umfasst
- 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
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Pricing Strategy
7 Std. 21 Min.
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