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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Pricing objectives
Before you can set prices, it is necessary to determine your pricing objectives.
How do you wish to place or position the company relative to competitors in the eyes of your customers – luxury leader or cheap and cheerful, exclusive or everyday brand?
Is your objective to grow market share rapidly, or to maximize the value available from existing customers?
What is your vision for your product, its positioning and pricing over the life-cycle?
The pricing objectives will lead to your plans for pricing over the life-cycle.
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