Active price management : be a price maker, not a price taker / / Sven Reinecke ; Laura Johanna Noll

• Record Nr.: UNINA9910760291003321
• Autore: Reinecke Sven
• Pubbl/distr/stampa: Cham : , : Springer International Publishing AG, , 2023; ©2023
• ISBN: 3-031-42049-7; 9783031420498
• Edizione: [1st ed.]
• Descrizione fisica: 1 online resource (98 pages)
• Collana: Business guides on the go, , 2731-4766
• Soggetti: Pricing
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Nota di contenuto: Intro -- Preface -- Contents -- 1: Active Price Management: Fundamentals and Challenges -- 1.1 Definition of Price Management -- 1.2 Price Management in the Marketing Mix -- 1.3 Challenges and Tasks of Price Management -- References -- 2: Conditions of Price Management -- 2.1 The Three Cs of Price Management -- 2.1.1 Costs -- 2.1.2 Competition -- 2.1.3 Customer Benefits -- 2.2 Digitalization and Price Management -- References -- 3: Goals of Price Management -- 3.1 Quantitative Price Targets -- 3.2 Qualitative Price Targets -- References -- 4: Price Management Strategies -- 4.1 Pricing Strategies at a Glance -- 4.1.1 Premium Price Strategy (Static) -- 4.1.2 Price-Quantity Strategy (Static) -- 4.1.3 Price Differentiation (Static) -- 4.1.4 Skimming Strategy (Dynamic) -- 4.1.5 Penetration Strategy (Dynamic) -- 4.2 Innovative Pricing Models -- 4.2.1 Decoy Pricing -- 4.2.2 Bundling -- 4.2.3 Freemium -- 4.2.4 Add-on -- 4.2.5 Subscription -- 4.2.6 Pay-per-Use -- 4.2.7 Flat Rate -- 4.2.8 Performance-Based Pricing -- 4.2.9 Success-Based Pricing -- 4.2.10 Pay-What-You-Want -- 4.2.11 Auctioning -- 4.2.12 Switching -- 4.3 Price Differentiation and Variation -- 4.3.1 Comparison of Price Differentiation Strategies -- 4.3.2 Criteria-Based Price Differentiation -- 4.3.3 Self-Selection -- References -- 5: Price Management for Innovations -- 5.1 Use of Available Market Data -- 5.2 Customer Survey -- 5.2.1 Direct Customer Survey -- 5.2.2 Indirect Customer Survey: Conjoint Analysis ; -- 5.3 Price Experiments -- 5.4 Expert Survey/Delphi Method -- References -- 6: Auctions -- 6.1 Significance, Goals, and Fields of Application -- 6.2 Auction Forms -- 6.2.1 One and Two-Sided Auctions -- 6.2.2 Open Auctions -- 6.2.3 Hidden Auctions -- 6.3 Other Design Dimensions -- References.; 7: Price Management for Business-to-Business Services -- 7.1 Industrial Services -- 7.2 Clearing Approaches -- 7.2.1 Selection -- 7.2.2 Optimize -- 7.2.3 Explain -- 7.2.4 Upgrade -- 7.2.5 Separate -- 7.2.6 Let Choose -- 7.2.7 Transform -- References -- 8: Conclusion on Active Price Management -- References -- References.
• Sommario/riassunto: This book demonstrates how to transform pricing, often considered the neglected aspect of marketing, into the most influential marketing tool that positively impacts the company's profits in a sustainable manner. Ultimately, every aspect of marketing is reflected in the price, as it represents the customer's value exchange for the other three value-creating marketing instruments: the product (functional value), communication (emotional value), and distribution (availability). The authors present the essential framework conditions and fundamental principles of active price management. They specifically emphasize those aspects that have proven particularly relevant to business practice through the Executive Education program at the University of St. Gallen (HSG).