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Part 1: How to Set Prices for Maximum Profits
Chapter 1: Why Pricing Is the Key to Your Success
Raise Prices—or Sell More Products?
Big-Company Case History
Tiny-Company Case History
Chapter 2: Why Most Companies Stink at Pricing (and How You Can Do Better!)
The “Myth” of Creating Demand Curves
How Your Competitors Are Setting Prices
Part 2: How The Market Will Value Your New Product
Chapter 3: Analyzing Your Competitors’ Prices
You Do So Have Competitors!
How to “Pick” Your Competitors
Direct vs. Indirect Competitors
How Consumers Evaluate Prices
How to Get Profitable Ideas from Your Competitors
Chapter 4: Environmental Factors That Can Affect Your Pricing
Environmental Factors Overview
Government Regulation and Legal
Chapter 5: Pick the Positioning of Your New Product
There Are Only 3 Choices!
The Psychology of Price Positioning
Penetration Price Positioning
Skimming (or Premium) Price Positioning
Competitive Price Positioning
Learning More about Competitive Pricing
Chapter 6: Analyzing Your Buyer Benefits/Drawbacks Relative to Your Competitors
Uncovering What Buyers Really Value/Hate about Products in Your Marketplace
Learn More about Calculating Buyer Valuation of Different Features
Chapter 7: Picking a “Ballpark” for Your Best Price
You Will Not Be “Stuck” with Your Decision!
Can’t Make a Profit at that Price Range?
Not Sure about Your ...