Pricing Strategy

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1. 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. 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. 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. 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. 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. 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. 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