Some pricing situations are unique enough that they introduce different problems and opportunities.
Chapter 13 looks more specifically at pricing service businesses.
Chapters 14 and 15 look at pricing new-to-the-market products/services. New products face more challenges—mostly due to established competitors.
Chapter 16 looks at working with discounts.
This Part is different. My goal in this book is to provide you with both the knowledge you need to set prices profitably and to provide quick help for those with little time.
The chapters in this section are like an extended “Learn More” section that you’ve seen in other chapters.
You don’t need these chapters to set profitable prices!
However, if you can spare the time, these chapters can give you additional ideas for your specific situation. Ideas you can test to develop even more profitable prices.
In these chapters, you’ll get a lot of research on prices and how consumers view them and respond to them. Doing research on pricing is one of my favorite activities. It’s great to come up with questions—and then be able to go find answers.
Yes, the writing in these four chapters is much more dense. It’s for those looking to advance from the ability to set more profitable pricing than most, to setting the most profitable prices possible.
I find insights on pricing and consumer behavior fascinating. I hope you will too.
Or . . . you can skip this section and consider your pricing “done”!