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| Preface | |
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| Strategic Pricing | |
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| Coordinating the Drivers of Profitability | |
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| Cost-Plus Pricing | |
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| Customer-Driven Pricing | |
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| Share-Driven Pricing | |
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| What Is Strategic Pricing? | |
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| Value Creation | |
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| Price Structure | |
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| Price and Value Communication | |
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| Pricing Policy | |
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| Price Level | |
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| Implementing the Pricing Strategy | |
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| Summary | |
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| Notes | |
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| Value Creation | |
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| The Source of Pricing Advantage | |
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| The Role of Value in Pricing | |
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| How to Estimate Economic Value | |
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| Competitive Reference Prices | |
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| Estimating Monetary Value | |
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| Monetary Value Estimation: An Illustration | |
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| Estimating Psychological Value | |
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| Psychological Value Estimation: An Illustration | |
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| The High Cost of Shortcuts | |
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| Value-Based Market Segmentation | |
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| Determine Basic Segmentation Criteria | |
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| Identify Discriminating Value Drivers | |
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| Determine Your Operational Constraints and Advantages | |
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| Create Primary and Secondary Segments | |
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| Create Detailed Segment Descriptions | |
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| Develop Segment Metrics and Fences | |
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| Summary | |
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| Notes | |
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| Price Structure | |
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| Tactics for Pricing Differently Across Segments | |
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| Price-Offer Configuration | |
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| Optimizing an Offer Bundle | |
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| Designing Segment Specific Bundles | |
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| Unbundling Strategically | |
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| Price Metrics | |
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| Creating Good Price Metrics | |
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| Performance-Based Metrics | |
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| Tie-Ins as Metrics | |
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| Price Fences | |
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| Buyer Identification Fences | |
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| Purchase Location Fences | |
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| Time of Purchase Fences | |
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| Purchase Quantity Fences | |
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| Summary | |
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| Notes | |
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| Price and Value Communication | |
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| Strategies to Influence Willingness-to-Pay | |
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| Value Communication | |
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| Adapting the Message for Product Characteristics | |
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| Adapting the Message to Purchase Context | |
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| The Buying Process | |
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| Multiple Participants in the Buying Process | |
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| Price Communication | |
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| Proportional Price Evaluations | |
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| Reference Prices | |
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| Perceived Fairness | |
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| Gain-Loss Framing | |
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| Summary | |
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| Notes | |
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| Pricing Policy | |
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| Managing Expectations to Improve Price Realization | |
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| Policy Development | |
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| Policies for Responding to Price Objections | |
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| The Problem with Ad Hoc Negotiation | |
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| The Benefits of Policies for Price Negotiation | |
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| Policies for Different Buyer Types | |
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| Policies for Dealing with Power Buyers | |
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| Policies for Managing Price Increases | |
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| Policies for Leading an Industry-Wide Increase | |
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| Policies for Transitioning from Low One-Off Pricing | |
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| Policies for Dealing with an Economic Downturn | |
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| Policies for Promotional Pricing | |
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| Summary | |
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| Notes | |
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| Price Level | |
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| Setting the Right Price for Sustainable Profit | |
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| The Price-Setting Process | |
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| Defining the Price Window | |
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| Establishing an Initial Price Point | |
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| Pricing Objectives | |
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| Defining the Price-Volume Trade-off | |
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| Estimating Consumer Response | |
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| Communicate New Prices to the Market | |
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| Summary | |
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| Notes | |
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| Pricing Over the Product Life Cycle | |
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| Adapting Strategy in an Evolving Market | |
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| New Products and the Product Life Cycle | |
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| Pricing the Innovation for Market Introduction | |
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| Communicating Value with Trial Promotions | |
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| Communicating Value with Direct Sales | |
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| Marketing Innovations Through Distribution Channels | |
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| Pricing New Products for Growth | |
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| Pricing within a Differentiated Product Strategy | |
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| Pricing within a Cost Leadership Strategy | |
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| Price Reductions in Growth | |
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| Pricing the Established Product in Maturity | |
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| Pricing a Product in Market Decline | |
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| Alternative Strategies in Decline | |
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| Summary | |
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| Notes | |
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| Pricing Strategy Implementation | |
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| Embedding Strategic Pricing in the Organization | |
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| Organization | |
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| Resale Price-Fixing or Encouragement | |
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| Vertical Price-Fixing | |
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| Direct Dealing Programs | |
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| Resale Price Encouragement | |
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| Price and Promotional Discrimination | |
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| Price Discrimination | |
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| Defenses to Price Discrimination | |
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| Promotional Discrimination | |
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| Competitive Injury, Defenses, and Indirect Purchasers | |
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| Using Nonprice Variables to Support Pricing Goals | |
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| Vertical Nonprice Restrictions | |
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| Nonprice Incentives | |
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| Other Pricing Issues | |
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| Predatory Pricing | |
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| Price Signaling | |
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| Summary | |
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| Notes | |
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| Index | |