The Pricing Compass : Finding the Solution to Your Pricing Puzzle

• Autore: Yang Jan Y
• Pubblicazione: Cham : , : Springer, , 2024; ©2024
• Edizione: 1st ed.
• Descrizione fisica: 1 online resource (153 pages)
• Nota di contenuto: Intro -- Preface -- Contents -- List of Figures -- List of Tables -- Contents -- 1: Pricing Is Not What You Think -- 1.1 Pricing Is Not Just About the Price -- 1.2 Strategic or Tactical -- 1.3 A Pragmatic Check on Pricing Maturity -- 1.4 Summary -- 2: There Is a Solution to Every Pricing Puzzle -- 2.1 When and Why Pricing Fails -- 2.1.1 Ignorance -- 2.1.2 Arrogance -- 2.1.3 Imprudence -- 2.1.4 Indecisiveness -- 2.2 What Does Good Pricing Look Like -- 2.3 What You Can Expect from the Next Chapters -- 2.4 Summary -- 3: Let Us Get Started -- 3.1 Define the Starting Point (Loop) -- 3.2 Discover Your Unique Selling Point (USP) -- 3.3 Reveal Willingness to Pay (WTP) -- 3.3.1 The Pricing Sandbox -- 3.3.2 van Westendorp -- 3.3.3 Gabor Granger -- 3.3.4 Conjoint Analysis -- 3.3.5 Price Experiment -- 3.3.6 Connecting the Dots -- 3.4 Price It!: The Moment of Truth (MoT) -- 3.5 Summary -- 4: Keep the Ball Rolling -- 4.1 Understand Your Customers -- 4.2 Expand, Differentiate and Price Smartly -- 4.3 Build Fences Early on -- 4.3.1 The Good -- 4.3.2 The Bad -- 4.3.3 The Ugly -- 4.3.4 The Unsaid -- 4.4 Meet Price Elasticity -- 4.4.1 The Concept -- 4.4.2 The Relevance -- 4.4.3 The Limitation -- 4.4.4 The Application -- 4.5 Summary -- 5: Maneuver Shades of Pricing -- 5.1 How to Navigate Complexity -- 5.1.1 ABCD Analysis -- 5.1.2 Systematic Product Categorization -- 5.2 How to Improve Promotions -- 5.2.1 Who Is Eligible for Promotions -- 5.2.2 What Products Are Suitable for Promotions -- 5.2.3 How to Design Effective Promotions -- 5.3 How to Manage Distribution -- 5.3.1 Is Distribution Outdated? -- 5.3.2 Managing Distribution from a Pricing Perspective -- 5.3.3 The GBB Pricing Model -- 5.3.4 Price Model Transition -- 5.3.5 Discounts or Rebates -- 5.4 How to Increase Prices. ; 5.4.1 Rob's Price Increase Campaign: A Fictitious Case -- 5.4.2 A Recapitulation -- 5.4.3 The Sequel -- 5.4.4 Last Remarks on Price Increase -- 5.5 Stay Away from a Price War! -- 5.5.1 Nobody Wins in the End -- 5.5.2 Rethink Price War -- 5.6 Dynamic Pricing -- 5.7 Monetize the Predictable -- 5.7.1 Behavioral Pricing vs. Value Pricing -- 5.7.2 Four Behavioral Pricing Tricks -- 5.8 Summary -- 6: Embark on the Pricing Journey -- 6.1 Set Sail -- 6.2 Navigate Rough Waters -- 6.3 Sail to New Shores -- 6.4 Per Astra Ad Astra -- 6.5 Summary -- References -- Index.
• Titolo autorizzato: The Pricing Compass
• ISBN: 9783031520600
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910841853503321
• Lo trovi qui: Univ. Federico II
• Serie: Business Guides on the Go Series