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| Preface | |
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| Author Credentials | |
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| If You Can Afford a Pricing Consultant… | |
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| Don't Have the Cash to Invest? | |
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| How Big of a Rush Are You In? | |
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| Chapter Summaries | |
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| Acknowledgments | |
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| How to Set Prices for Maximum Profits | |
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| Why Pricing is the Key to Your Success | |
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| Raise Prices -- or Sell More Products? | |
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| Big-Company Case History | |
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| Tiny-Company Case History | |
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| Why Most Companies Stink at Pricing (and How You Can Do Better!) | |
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| The "Myth" of Creating Demand Curves | |
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| How Your Competitors are Setting Prices | |
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| Cost-Plus Pricing | |
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| Match-Your-Competitors Pricing | |
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| How the Market Will Value Your New Product | |
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| Analyzing Your Competitor's Prices | |
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| You DO SO Have Competitors! | |
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| How to "Pick" Your Competitors | |
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| Direct vs. Indirect Competitors | |
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| How Consumers Evaluate Prices | |
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| How to Get Profitable Ideas from Your Competitors | |
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| Environmental Factors That Can Affect Your Pricing | |
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| Environmental Factors Overview | |
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| The Economy | |
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| Competitors | |
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| Governmental Regulation & Legal | |
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| Social Trends | |
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| Technological Change | |
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| Pick the Positioning of Your New Product | |
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| There Are Only 3 Choices! | |
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| The Psychology of Price Positioning | |
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| Penetration Price Positioning | |
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| Skimming (or Premium) Price Positioning | |
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| Competitive Price Positioning | |
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| Learning More about Competitive Pricing | |
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| Analyzing Your Buyer Benefits/Drawbacks Relative to Your Competitors | |
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| Uncovering What Buyers REALLY Value/Hate about Products in Your Marketplace | |
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| Picking a "Ballpark" for Your Best Price | |
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| You Will Not Be "Stuck" with Your Decision! | |
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| Can't Make a Profit at that Price Range? | |
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| Not Sure About Your Results? | |
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| Learn More on Buyer's Reactions to Price Ranges | |
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| Your Cost Analysis | |
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| Evaluating Your Costs | |
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| The Ideas Behind "Target Costing" and "Target Engineering" | |
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| Types of Costs | |
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| The Hardest Part of Calculating Costs | |
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| Reasons for Launching a Product Which Doesn't Cover Overhead | |
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| Fine-Tuning Your Price | |
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| Is Your Profit Potential Acceptable? | |
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| If You're Happy with Your Potential Profits | |
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| If You're NOT Happy with Your Potential Profits | |
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| Next Step | |
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| Psychological Adjustments to Your Price | |
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| Understanding "Barriers" in Prices | |
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| Staying BELOW Barriers | |
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| Increasing Prices UP TO Barriers | |
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| Numbers Which Say "Discount" to Buyers | |
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| Test Your Knowledge! | |
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| Visually Appealing Prices | |
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| Selling to Businesses | |
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| Learn More about Thresholds | |
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| Learn More about the Effect of Numbers | |
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| Testing Your Prices | |
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| Testing Prices | |
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| The Psychology of YOU - in Setting Prices | |
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| CAN You Test? | |
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| The Difference between "Testing" and "Research" | |
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| Using Google to Test Prices for Free (or Almost Free) | |
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| How to Test - for FREE! | |
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| Using Google Optimizer to Test Multiple Things | |
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| Pricing in Special Situations | |
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| Pricing Services | |
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| Imagine No Chapter 13! | |
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| The Complications of Setting Prices for Services | |
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| The "Myth" of Pricing Based on What You Want to Earn | |
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| Pricing by the Hours versus the Job | |
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| Finding What Service Competitors Charge | |
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| Picking Your Price Positioning | |
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| What Your Price Says about Your Firm | |
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| Pricing New Products/Services, Part 1 When Your Brand is Unknown | |
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| The Problems in Pricing Something New | |
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| Price Equals Quality Buyer Perception | |
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| Does Quality Equal Likelihood-to-Buy? | |
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| Understanding "Bargain-Hunters" | |
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| Price Preferences by Product Type | |
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| Detailed Research on Buyer Price Position Preferences | |
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| Additional Research on Preferred Prices | |
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| Pricing New Products/Services, Part 2 Competing with Established Brands | |
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| When Your Competitors are Established Brands | |
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| Risk Avoidance | |
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| Price Premiums for Known Brands | |
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| Discounting Differences | |
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| What Causes Customers to Switch to a New Brand? | |
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| What Happens AFTER Buyers Switch? | |
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| Shocking Findings on Brand Names | |
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| So What Does it all Mean for Pricing a New Product/Service? | |
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| Pricing with Discounts | |
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| Discounts: A Double-Edged Sword | |
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| When Discounts Worry Consumers | |
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| Determining Best Discount Levels | |
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| Discounts Effect on Quality Ratings & Purchase | |
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| Concluding Thoughts on Testing Prices | |
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| Appendix of Worksheets | |
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| About the Author | |
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| About the Companion Website | |
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| Bibliography | |