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Setting Profitable Prices: A Step-by-Step Guide to Pricing Strategy--Without Hiring a Consultant, + Website by Marlene Jensen

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Contents

Preface

Acknowledgments

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

Cost-Plus Pricing

Match-Your-Competitors Pricing

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

The Economy

Competitors

Government Regulation and Legal

Social Trends

Technological Change

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 ...

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