The strategy and tactics of pricing: a guide to profitable decision making
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Englewood Cliffs, NJ
Prentice-Hall
1995
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 409 S. graph. Darst. |
| ISBN: | 0136690602 |
Internformat
MARC
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| 245 | 1 | 0 | |a The strategy and tactics of pricing |b a guide to profitable decision making |c Thomas T. Nagle ; Reed K. Holden |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Englewood Cliffs, NJ |b Prentice-Hall |c 1995 | |
| 300 | |a XIV, 409 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Marketing - Prise de décision | |
| 650 | 7 | |a Marketing - Prise de décision |2 ram | |
| 650 | 7 | |a Prijsbeleid |2 gtt | |
| 650 | 4 | |a Prix - Fixation | |
| 650 | 7 | |a Prix - Fixation |2 ram | |
| 650 | 4 | |a Marketing |x Decision making | |
| 650 | 4 | |a Pricing | |
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Datensatz im Suchindex
| _version_ | 1804124561017405440 |
|---|---|
| adam_text | CONTENTS
PREFACE xi
ACKNOWLEDGMENTS xiii
Chapter 1
STRATEGIC PRICING
The harvest of your profit potential 1
Why Pricing is Often Ineffective 1
The cost plus delusion 3 Customer driven pricing 7
Competition driven pricing 8
Planning for Effective Pricing 9
Learning effective pricing: the plan of this book 12
Summary 14
Notes 15
Chapter 2
COSTS
How should they affect pricing decisions? 17
Determining Relevant Costs 18
Why incremental costs? 19 Why avoidable costs? 23
Estimating Relevant Costs 28
Percent Contribution Margin and Pricing
Strategy 31
Summary 33
Notes 34
5;
Chapter 3
FINANCIAL ANALYSIS i
Market based pricing for profit 36
Breakeven Sales Analysis: The Basic Case 38 i
Breakeven Sales Incorporating a Change in Variable :
Cost 41
Breakeven Sales with Incremental Fixed Costs 43 j
Breakeven Sales Analysis for Reactive Pricing 46 1
Calculating Potential Financial Implications 48 !
Breakeven Sales Curves 50
Watching your baseline 54
Covering nonincremental fixed and sunk costs 55
Summary 57
Notes 57
Appendix 3A Derivation of the breakeven formula 58
Appendix 3B Breakeven analysis of price changes 61
Developing a Breakeven Chart 61
Breakeven Analysis with More Than One Incremental
Fixed Cost 63
Breakeven Graphs 66
Summary 71
Chapter 4
CUSTOMERS
Understanding and influencing the purchase decision 72
Role of Value in Pricing 73
Factors Affecting Price Sensitivity 77
Perceived substitutes effect 78 Unique value effect 79
Switching cost effect 80 Difficult comparison effect 81
Price quality effect 83 Expenditure effect 86
End benefit effect 87 Shared cost effect 89
Fairness effect 91 Inventory effect 93
Managerial Analysis of Price Sensitivity 94 i
Preparing a Managerial Analysis 95
Economics of Price Sensitivity 100 j
Generalizations About Price Elasticities 101
Summary 103
Notes 104
Appendix 4A Economic value analysis: an illustration 107
Economic Value Analysis 107
Interpreting Economic Value 110
Economic Value Profile 111
Notes 114
Chapter 5
COMPETITION
Managing your market proactively 115
1 Understanding the Pricing Game 117
Plan for Profitable Pricing 118
Anticipate and manage competition 119
; Establish pricing policies consistent with the plans 121
i Managing Competitive Information 123
Collect and evaluate information 124
| Selectively communicate information 126
Allocating Competitive Resources 129
Seek competitive advantage, not market share 130
Select your confrontations 132
Summary 136
Notes 137
Appendix 5A Market share myth 139
Notes 140
j
Chapter 6
STRATEGY
, Integrating the elements of profitable pricing 141
I A Framework for Pricing 141
Data collection 142 Strategic analyses 143
An illustration 145
I Generic Pricing Strategies 152
Skim pricing 154 Penetration pricing 158
Neutral pricing 160
Strategic Price Segmentation 161
Summary 166
Notes 166
Chapter 7
LIFE CYCLE PRICING
Adapting strategy in a changing environment 167
Pricing the Innovation for Market
Development 168
Marketing innovations through price induced sampling 170
Marketing innovations through direct sales 171
Marketing innovations through distribution channels 172
Pricing the New Product for Growth 172
Pricing the differentiated product 173
Pricing the low cost product 174
Choosing a growth strategy 175
Price reductions in growth 178
Pricing the Established Product in Maturity 178
Pricing a Product in Market Decline 182
Alternative strategies in decline 182
Summary 185
Notes 186
Chapter 8
CUSTOMER NEGOTIATION
Pricing in the trenches 189
Negotiated Versus Fixed Price Policies 189
Reasons for negotiating price 190
Undoing the damage 191
Understanding the buying center 192
Negotiation Strategies 193
Negotiating with price buyers 193
Negotiating with loyal buyers 195
Negotiating with value buyers 196
Avoiding the price trap 198
I
I Preparing Competitive Bids 199
Quantitative analysis 199 Probability of success 201
The winner s curse 205
Summary 206
Notes 206
Appendix 8A Incentives for selling value, not volume 208
Note 209
Chapter 9
SEGMENTED PRICING
Tactics for separating markets 210
Segmenting by Buyer Identification 211
Obtaining information 212
Segmenting by salespeople 212
Segmenting by Purchase Location 213
Segmenting by Time of Purchase 215
Peak load pricing 215 Yield management 217
Segmenting by Purchase Quantity 218
Volume discounts 219 Order discounts 220
j Step discounts 221 Two part pricing 222
j Segmenting by Product Design 223
i Segmenting by Product Bundling 225
| Optional bundling 226 Value added bundling 227
Segmenting by Tie ins and Metering 228
Tie in sales 228 Metering 229
1 Importance of Segmented Pricing 230
Summary 231
Notes 232
Chapter 10
PRICING IN THE MARKETING MIX
: Developing an integrated strategy 235
I Pricing and the Product Line 235
l
Pricing substitute products 237
Pricing complementary products 238
Selecting loss leaders 240
Pricing and Promotion 241
Pricing and advertising 242
Pricing and personal selling 246
Setting the promotional budget 248
Price as a Promotional Tool 249
Pricing tactics to induce trial 250 Defensive dealing 253
Trade dealing 255
Pricing and Distribution 257
Selecting an appropriate channel 257
Maintaining minimum resale prices 259
Limiting maximum resale prices 260
Summary 264
Notes 265
Chapter 11
COMPETITIVE ADVANTAGES
Establishing foundations for more profitable pricing 269
Competitive Cost Advantages 270
Internal cost efficiencies 270
External cost efficiencies 281
Temporary cost advantages 289
Competitive Product Advantages 289
Product superiority 290 Product augmentation 291
Sustaining product advantages 292
Summary 294
Notes 295
Chapter 12
PRICING PSYCHOLOGY
Models of purchase behavior 298
Perception of Price Differences 299
Perception of percentage differences 299
Perception of odd endings 300
Formulation of Reference Prices 302
Current price influences 302 Past price influences 307
Purchase context influences 309
Influence of Framing on Price Perception 310
Framing buyers reference points: the endowment effect 312
i
I Framing gains and losses 314
Framing multiple gains or losses 314
Pricing Probabilistic Goods 316
. Summary 318
Notes 319
i Chapter 13
1 MEASURING PRICE SENSITIVITY
Research techniques to supplement judgment 323
Types of Measurement Procedures 324
Uncontrolled studies of actual purchases 325
Experimentally controlled studies of actual purchases 331
Uncontrolled studies of preferences and intentions 337
] Experimentally controlled studies of preferences and intentions 342
! Using Measurement Techniques Appropriately 349
* Using judgment for better measurement 350
Selecting the appropriate measurement technique 353
Summary 355
Notes 356
Chapter 14
THE LAW AND ETHICS
Determining the constraints on pricing 360
The Legal Sanctions 361
Pricing and the Law: A Brief History 363
The Case Law 366
Explicit agreements 366 Nonexplicit agreements 371
Price discrimination 374
Tie in sales and requirement contracts 379
Predation 381
Ethical Constraints on Pricing 383
Summary 386
¦ Notes 388
INDEXES 399
1 Subject Index 399
I Author Index 406
|
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| discipline | Wirtschaftswissenschaften |
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| illustrated | Illustrated |
| indexdate | 2024-07-09T17:47:37Z |
| institution | BVB |
| isbn | 0136690602 |
| language | English |
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| spelling | Nagle, Thomas T. 1951- Verfasser (DE-588)118121588 aut The strategy and tactics of pricing a guide to profitable decision making Thomas T. Nagle ; Reed K. Holden 2. ed. Englewood Cliffs, NJ Prentice-Hall 1995 XIV, 409 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing - Prise de décision Marketing - Prise de décision ram Prijsbeleid gtt Prix - Fixation Prix - Fixation ram Marketing Decision making Pricing Management (DE-588)4037278-9 gnd rswk-swf Preispolitik (DE-588)4047118-4 gnd rswk-swf Management (DE-588)4037278-9 s Preispolitik (DE-588)4047118-4 s DE-604 Holden, Reed K. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006751108&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Nagle, Thomas T. 1951- Holden, Reed K. The strategy and tactics of pricing a guide to profitable decision making Marketing - Prise de décision Marketing - Prise de décision ram Prijsbeleid gtt Prix - Fixation Prix - Fixation ram Marketing Decision making Pricing Management (DE-588)4037278-9 gnd Preispolitik (DE-588)4047118-4 gnd |
| subject_GND | (DE-588)4037278-9 (DE-588)4047118-4 |
| title | The strategy and tactics of pricing a guide to profitable decision making |
| title_auth | The strategy and tactics of pricing a guide to profitable decision making |
| title_exact_search | The strategy and tactics of pricing a guide to profitable decision making |
| title_full | The strategy and tactics of pricing a guide to profitable decision making Thomas T. Nagle ; Reed K. Holden |
| title_fullStr | The strategy and tactics of pricing a guide to profitable decision making Thomas T. Nagle ; Reed K. Holden |
| title_full_unstemmed | The strategy and tactics of pricing a guide to profitable decision making Thomas T. Nagle ; Reed K. Holden |
| title_short | The strategy and tactics of pricing |
| title_sort | the strategy and tactics of pricing a guide to profitable decision making |
| title_sub | a guide to profitable decision making |
| topic | Marketing - Prise de décision Marketing - Prise de décision ram Prijsbeleid gtt Prix - Fixation Prix - Fixation ram Marketing Decision making Pricing Management (DE-588)4037278-9 gnd Preispolitik (DE-588)4047118-4 gnd |
| topic_facet | Marketing - Prise de décision Prijsbeleid Prix - Fixation Marketing Decision making Pricing Management Preispolitik |
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