Pricing Strategies 2nd Edition - Harvesting Product Value

PrefaceAbout the AuthorAcknowledgementsOnline resourcesIntroduction1 Pricing as an Element of the Marketing MixWhat is a price?Pricing as a marketing activityManagerial decisions in the pricing activityManaging pricing in an organizationPlan of the bookPart I Setting of Initial Prices2 The Starting Point in Setting an Initial PriceCost-based pricingCompetition-based pricingA better alternative: Customer-based pricingThe potential of customer-based pricing3 Assessing Value to the CustomerA framework for identifying differentiating factorsUnderstanding the individuals involved in the customer’s buying decisionDetermining a differentiating factor’s value by considering monetary consequencesDetermining a differentiating factor’s value by measuring customer tradeoffsAssembling the value-to-the-customer estimate4 Basic Pricing Strategies and the Use of Breakeven AnalysisConsidering costs in setting initial pricesBounds of the typical priceBasic strategies for setting an initial priceStrategic factors in setting initial pricesEvaluating the initial pricePart II Modification of Existing Prices5 The Generalized Breakeven Formula and Its UseApplying breakeven analysis to the evaluation of existing pricesThe generalized breakeven formulaUse of the generalized breakeven formula when costs do not changeChange-in-profit formulaUsing the generalized breakeven formula when variable costs changeUsing the generalized breakeven formula when fixed costs changeBreakeven analysis in price-modification decisions6 Predicting Price-Change Response: Economic and Competitive FactorsThe price elasticity measureObserved price elasticitiesEconomic factors affecting price-change responseRole of competitors in price-change responseCommunicating competitive informationApplying game theory to predicting competitors’ actionsImportance of competitive factors7 Predicting Price-Change Response: Knowledge-Related FactorsPrice awarenessPrice-level knowledgeManaging price-level knowledgePrice-meaning knowledge8 Predicting Price-Change Response: Feelings-Related FactorsFraming in the perception of pricesThe value of gains and lossesFour possible perceptions of a priceEffects of fairness judgments on the value of a lossFactors that can enhance the value of a gain9 Empirical Measurement of Price-Change ResponseRegression approachExperimentation approachChoosing a research approach for predicting price-change responsePart III Developing a Price Structure10 Fences for Price SegmentationMarket segments and pricingAccomplishing price segmentationPrice segmentation by customer characteristicsPrice segmentation by purchase quantityPrice segmentation by design of product bundlesPrice segmentation by product featuresChoosing a price-segmentation fence11 Time as a Price-Segmentation FenceTime of product use as a price-segmentation fenceTime of product purchase as a price-segmentation fencePeriodic discountsEarly-purchase discountsLate-purchase discounts12 Place as a Price-Segmentation FencePlace of product use as a price-segmentation fencePlace of product purchase as a price-segmentation fencePricing in international commerceThe geography of cyberspace13 Pricing to the Less-Informed SegmentUsing the customer-identity and purchase-quantity fencesUsing the bundle-design and product-features fencesUsing the time-of-purchase and place-of-purchase fencesDecision-making in promotional pricing14 Pricing of Interrelated ProductsProduct interrelations through image interactionsProduct interrelations through product interactionsQuantifying product interactionsPrice setting in the presence of product interactionsQuantitative consideration of image interactionsPart IV Flexible Pricing15 Auctions and Competitive BiddingPrice setting by auctionPrice setting when buyers hold the auction16 Negotiation and Participatory PricingPrice setting by negotiationManaging price negotiationsParticipatory pricingPricing in nonprofit organizations17 Systematizing Pricing DecisionsAutomated flexible pricingAutomating the generalized breakeven approachPricing automation versus human judgmentConclusions18 Societal Implications of PricingPrice fixingInappropriate price levelsInappropriate price differentialsInadequate price communicationPrimacy of ethics and social responsibilityIndex