June 2023
Intermediate to advanced
340 pages
9h 54m
English
Content preview from Digital Pricing Strategy
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Chapter 11 Price Sensitivity Meter and Conjoint Analysis as Tools for Setting Your Industrial Subscription Pricing
Maciej Wilczyn´ski and Matt Johnston
Part 1: How to run a price sensitivity meter exercise
Maciej Wilczyński
Choosing the right pricing strategy
One of the key questions asked during product development efforts is how should we price it? The easiest is to apply a cost-based approach and add a healthy markup to the product and distribution costs—it’s enough to pay the bills, but we’re below the bottom line if the cost structure shifts.
Another idea is to see what the competition is doing within the pricing space. With that, it’s easy to position your product as more expensive or as cheaper, depending ...
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