O'Reilly logo

Marketing Metrics: 50+ Metrics Every Executive Should Master by David J. Reibstein, Phillip E. Pfeifer, Neil T. Bendle, Paul W. Farris

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 7. Pricing Strategy

Introduction

Metrics covered in this chapter:

Price Premium

Reservation Price

Percent Good Value

Price Elasticity of Demand

Optimal Prices, Linear and Constant Demand

“Own,” “Cross,” and “Residual” Price Elasticity

“The cost of . . . lack of sophistication in pricing is growing day by day. Customers and Competitors operating globally in a generally more complex marketing environment are making mundane thinking about pricing a serious threat to the firm’s financial well being.”1

A full-fledged evaluation of pricing strategies and tactics is well beyond the scope of this book. However, there are certain key metrics and concepts that are fundamental to the analysis of pricing alternatives, and this chapter addresses ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required