January 2005
Intermediate to advanced
232 pages
5h 35m
English
Content preview from Smarter Pricing: How to capture more value in your market
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Smarter pricing
There is a better way.
Smarter pricing begins with the customer and the potential customer (see Figure 1.2). Who are they? What do they need? What gives them value? What can they afford? How much are they willing to pay? How price sensitive are they? How could you influence this? Does price sensitivity vary between customer groups? What is the optimum combination of price and volume? How can you shape demand and customer behaviour?
Figure 1.2. Smarter pricing
Smarter pricing takes into account competitors and alternative ways customers could spend their money. What do you stand for relative to competitors? How are you differentiated? ...
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