November 2011
Intermediate to advanced
256 pages
6h 35m
English
book
Contextual Pricing: The Death of List Price and the New Market Reality
by Robert Docters, Michael Barzelay, John G. Hanson, Cecilia Nguyen
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Chapter 1
Context and the Death of List Price
Without a story, I cannot give you a price.The price of used furniture is a point of view.
—FROM THE PRICE, ARTHUR MILLER, 1968
Who killed list price? One of the prime suspects is called “competition.” Not a lone killer, however; it was a conspiracy. List price died because one price will never fit different customer comparison points, needs, budgets, timing, and applications. This observation builds upon Economics 101: that the value of one commodity at one time and location is not the same as the same commodity in another time and location.1 Managers involved in price must insist that it reflect the major factors shaping and framing customer choice. Those factors are best labeled “context.”
Context ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.