THE STRATEGY AND TACTICS OF PRICING by Zale, Joseph -- Read -- Imperial Library of Trantor

Index

Preface Chapter 1 Strategic Pricing

Coordinating the Drivers of Profitability Cost-Plus Pricing Customer-Driven Pricing Share-Driven Pricing What Is Strategic Pricing? Value Creation Price Structure Price and Value Communication Pricing Policy Price Level Implementing the Pricing Strategy

Summary Notes

Chapter 2 Value Creation

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 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 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 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

Summary Notes

Policies for Dealing with an Economic Downturn Policies for Promotional Pricing

Chapter 6 Price Level

Setting the Right Price for Sustainable Profit The Price-Setting Process

Defining the Price Window Establishing an Initial Price Point Pricing Objectives

Summary Notes

Defining the Price-Volume Trade-off Estimating Consumer Response Communicate New Prices to the Market

Chapter 7 Pricing Over the Product Life Cycle

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 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 Summary Notes Summary Notes

Chapter 9 Costs

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

Chapter 10 Financial Analysis

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 Appendix 10A Derivation of the Break-even Formula Appendix 10B Break-even Analysis of Price Changes

Chapter 11 Competition

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

Summary Notes

When Should You Compete on Price?

Chapter 12 Measurement of Price Sensitivity

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 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

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