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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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