- Cover
- Half Title
- Title
- Copyright
- Brief Contents
- Contents
- Preface
- Chapter 1 Strategic Pricing Coordinating the Drivers of Profitability
- Chapter 2 Value Creation The Source of Pricing Advantage
- The Source of Pricing Advantage
- The Role of Value in Pricing
- How to Estimate Economic Value
- Competitive Reference Prices
- Estimating Monetary Value
- Monetary Value Estimation: An Illustration
- Estimating Psychological Value
- Psychological Value Estimation: An Illustration
- The High Cost of Shortcuts
- Value-Based Market Segmentation
- Step 1: Determine Basic Segmentation Criteria
- Step 2: Identify Discriminating Value Drivers
- Step 3: Determine Your Operational Constraints and Advantages
- Step 4: Create Primary and Secondary Segments
- Step 5: Create Detailed Segment Descriptions
- Step 6: Develop Segment Metrics and Fences
- Summary
- Notes
- Chapter 3 Price Structure Tactics for Pricing Differently Across Segments
- Tactics for Pricing Differently Across Segments
- Price-Offer Configuration
- Optimizing an Offer Bundle
- Designing Segment Specific Bundles
- Unbundling Strategically
- Price Metrics
- Creating Good Price Metrics
- Performance-Based Metrics
- Tie-Ins as Metrics
- Price Fences
- Buyer Identification Fences
- Purchase Location Fences
- Time of Purchase Fences
- Purchase Quantity Fences
- Summary
- Notes
- Chapter 4 Price and Value Communication Strategies to Influence Willingness-to-Pay
- Strategies to Influence Willingness-to-Pay
- Value Communication
- Adapting the Message for Product Characteristics
- Adapting the Message to Purchase Context
- The Buying Process
- Multiple Participants in the Buying Process
- Price Communication
- Proportional Price Evaluations
- Reference Prices
- Perceived Fairness
- Gain-Loss Framing
- Summary
- Notes
- Chapter 5 Pricing Policy Managing Expectations to Improve Price Realization
- Managing Expectations to Improve Price Realization
- Policy Development
- Policies for Responding to Price Objections
- The Problem with Ad Hoc Negotiation
- The Benefits of Policies for Price Negotiation
- Policies for Different Buyer Types
- Policies for Dealing with Power Buyers
- Policies for Managing Price Increases
- Policies for Leading an Industry-Wide Increase
- Policies for Transitioning from Low One-Off Pricing
- Policies for Dealing with an Economic Downturn
- Policies for Promotional Pricing
- Summary
- Notes
- Chapter 6 Price Level Setting the Right Price for Sustainable Profit
- Chapter 7 Pricing Over the Product Life Cycle Adapting Strategy in an Evolving Market
- Adapting Strategy in an Evolving Market
- New Products and the Product Life Cycle
- Pricing the Innovation for Market Introduction
- Communicating Value with Trial Promotions
- Communicating Value with Direct Sales
- Marketing Innovations Through Distribution Channels
- Pricing New Products for Growth
- Pricing within a Differentiated Product Strategy
- Pricing within a Cost Leadership Strategy
- Price Reductions in Growth
- Pricing the Established Product in Maturity
- Pricing a Product in Market Decline
- Alternative Strategies in Decline
- Summary
- Notes
- Chapter 8 Pricing Strategy Implementation Embedding Strategic Pricing in the Organization
- Embedding Strategic Pricing in the Organization
- Organization
- Organizational Structure
- Decision Rights
- Pricing Processes
- Motivation
- Customer Analytics
- Process Management Analytics
- Performance Measures and Incentives
- Managing the Change Process
- Senior Management Leadership
- Demonstration Projects
- Summary
- Notes
- Chapter 9 Costs How Should They Affect Pricing Decisions?
- How Should They Affect Pricing Decisions?
- The Role of Costs in Pricing
- Determining Relevant Costs
- Why Incremental Costs?
- Why Avoidable Costs?
- Avoiding Misleading Accounting
- Estimating Relevant Costs
- Activity-Based Costing
- Percent Contribution Margin and Pricing Strategy
- Managing Costs in Transfer Pricing
- Summary
- Notes
- Chapter 10 Financial Analysis Pricing for Profit
- Pricing for Profit
- Break-even Sales Analysis: The Basic Case
- Break-even Sales Incorporating a Change in Variable Costs
- Break-even Sales with Incremental Fixed Costs
- Break-even Sales Analysis for Reactive Pricing
- Calculating Potential Financial Implications
- Break-even Sales Curves
- Watching Your Baseline
- Covering Nonincremental Fixed and Sunk Costs
- Summary
- Notes
- Appendix 10A
- Derivation of the Break-even Formula
- Appendix 10B
- Break-even Analysis of Price Changes
- Chapter 11 Competition Managing Conflict Thoughtfully
- Managing Conflict Thoughtfully
- Understanding the Pricing Game
- Competitive Advantage: The Only Sustainable Source of Profitability
- Reacting to Competition: Think Before You Act
- How Should You React?
- Managing Competitive Information
- Collect and Evaluate Information
- Selectively Communicate Information
- When Should You Compete on Price?
- Summary
- Notes
- Chapter 12 Measurement of Price Sensitivity Research Techniques to Supplement Judgment
- Research Techniques to Supplement Judgment
- Types of Measurement Procedures
- Uncontrolled Studies of Actual Purchases
- Experimentally Controlled Studies of Actual Purchases
- Uncontrolled Studies of Preferences and Intentions
- Experimentally Controlled Studies of Preferences and Intentions
- Using Measurement Techniques Appropriately
- Using Judgment for Better Measurement
- Using Internet-Based Techniques
- Outside Sources of Data
- Selecting the Appropriate Measurement Technique
- Summary
- Notes
- Chapter 13 Ethics and the Law Understanding the Constraints on Pricing
- Understanding the Constraints on Pricing
- Ethical Constraints on Pricing
- The Legal Framework for Pricing
- The Effect of Sarbanes-Oxley on Pricing Practices
- Price-Fixing or Price Encouragement
- Horizontal Price-Fixing
- Resale Price-Fixing or Encouragement
- Vertical Price-Fixing
- Direct Dealing Programs
- Resale Price Encouragement
- Price and Promotional Discrimination
- Price Discrimination
- Defenses to Price Discrimination
- Promotional Discrimination
- Competitive Injury, Defenses, and Indirect Purchasers
- Using Nonprice Variables to Support Pricing Goals
- Vertical Nonprice Restrictions
- Nonprice Incentives
- Other Pricing Issues
- Predatory Pricing
- Price Signaling
- Summary
- Notes
- Index
The Strategy and Tactics of Pricing
A Guide to Growing More Profitably
Thomas T. Nagle
Monitor Group
John E. Hogan
Monitor Group
Joseph Zale
Monitor Group
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