The strategy and tactics of pricing: a guide to profitable decision making
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Upper Saddle River, NJ
Prentice Hall
2002
|
| Ausgabe: | 3. ed. |
| Schriftenreihe: | Prentice Hall marketing series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and indexes |
| Beschreibung: | XXI, 398 S. graph. Darst. : 24 cm |
| ISBN: | 013026248X |
Internformat
MARC
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| 100 | 1 | |a Nagle, Thomas T. |d 1951- |e Verfasser |0 (DE-588)118121588 |4 aut | |
| 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 3. ed. | ||
| 264 | 1 | |a Upper Saddle River, NJ |b Prentice Hall |c 2002 | |
| 300 | |a XXI, 398 S. |b graph. Darst. : 24 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a Prentice Hall marketing series | |
| 500 | |a Includes bibliographical references and indexes | ||
| 650 | 4 | |a Marketing - Prise de décision | |
| 650 | 7 | |a Prijsbeleid |2 gtt | |
| 650 | 4 | |a Prix - Fixation | |
| 650 | 4 | |a Marketing |x Decision making | |
| 650 | 4 | |a Pricing | |
| 650 | 0 | 7 | |a Preispolitik |0 (DE-588)4047118-4 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Management |0 (DE-588)4037278-9 |2 gnd |9 rswk-swf |
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| 689 | 0 | 1 | |a Preispolitik |0 (DE-588)4047118-4 |D s |
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| 700 | 1 | |a Holden, Reed K. |e Sonstige |4 oth | |
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Datensatz im Suchindex
| _version_ | 1804129249955676160 |
|---|---|
| adam_text | Brief Content**
CHAPTER 1 Strategic Planning: The Harvest of Your
Potential 1
CHAPTER 2 Costs: How Should They Affect Pricing
Decisions? 15
CHAPTER 3 Financial Analysis: Pricing for Profit 35
CHAPTER 4 Customers: Understanding and Influencing the
Purchase Decision 73
CHAPTER 5 Competition: Managing Conflict Thoughtfully 119
CHAPTER 6 Pricing Strategy: Managing Your Market
Proactively 147
CHAPTER 7 • Life Cycle Pricing: Adapting Strategy in a Changing
Environment 177
CHAPTER 8 . Value Based Sales and Negotiation: Influencing
Customer Behavior 200
CHAPTER 9 Segmented Pricing: Tactics for Separating
Markets 227
CHAPTER 10 Pricing in the Marketing Mix: Developing an
Integrated Strategy 253
CHAPTER 11 Channel Strategy: Price Management 278
CHAPTER 12 Competitive Advantages: Establishing Foundations
for More Profitable Pricing 305
ix
X BRIEF CONTENTS
CHAPTER 13 Measuring Perceived Value and Price
Sensitivity: Research Techniques to Supplement
Judgment 332
CHAPTER 14 Ethics and the Law: Understanding the Constraints
on Pricing 369
Content**
Preface xix
Acknowledgments xxi
CHAPTER 1 Strategic Planning 1
The Harvest of Your Profit Potential 1
Why Pricing Is Often Ineffective 1
The Cost Pius Delusion 2
Customer Driven Pricing 6
Competition Driven Pricing 7
Asking the Right Questions 8
The Discipline of Strategic Pricing 10
Summary 13
Notes 14
CHAPTER 2 Costs 15
How Should They Affect Pricing Decisions? 15
The Role of Costs in Pricing 15
Determining Relevant Costs 16
Why Incremental Costs? 17
Why Avoidable Costs? 20
Avoiding Misleading Accounting 23
Estimating Relevant Costs 25
Percent Contribution Margin and Pricing Strategy 30
Summary 32
Notes 33
CHAPTER 3 Financial Analysis 35
Pricing for Profit 35
Breakeven Sales Analysis: The Basic Case 37
Breakeven Sales Incorporating a Change in Variable Cost 39
xii CONTENTS
Breakeven Sales with Incremental Fixed Costs 41
Breakeven Sales Analysis for Reactive Pricing 44
Calculating Potential Financial Implications 45
Breakeven Sales Curves 47
Watching Your Baseline 51
Covering Nonincremental Fixed and Sunk Costs 52
Case Study: Ritter Sons 53
Summary 60
Notes 60
Appendix 3A: Derivation of the Breakeven Formula 62
Appendix 3B: Breakeven Analysis of Price Changes 64
Developing a Breakeven Chart 64
Breakeven Analysis with More Than One Incremental Fixed Cost 67
Breakeven Graphs 68
Summary 72
CHAPTER 4 Customers 73
Understanding and Influencing the Purchase Decision 73
Role of Value in Pricing 74
Economic Value Estimation™: An Illustration 76
Economic Value Profile 80
The Use of Economic Value Estimation™ 81
Factors Influencing Perceptions of Value 84
) Reference Price Effect 84
Difficult Comparison Effect 88
Switching Cost Effect 90
Price Quality Effect 91
Expenditure Effect 93
End Benefit Effect 95
Shared Cost Effect 97
Fairness Effect 97
The Framing Effect 102
Management of Value Perceptions and Price Sensitivity 104
Segmenting for Value Communication and Delivery 105
Summary 108
Appendix 4A: Economics of Price Sensitivity 109
Appendix 4B: Preparing a Managerial Price Sensitivity Analysis 111
The Reference Price Effect 111
CONTENTS xiii
Difficult Comparison Effect 112
Switching Cost Effect 112
Price Quality Effect 112
Expenditure Effect 113
End Benefit Effect 113
Shared Cost Effect 114
Fairness Effect 114
The Framing Effect 114
Notes 114
CHAPTER 5 Competition 119
Managing Conflict Thoughtfully 119
Understanding the Pricing Game 121
Competitive Advantage: The Only Sustainable Source of Profitability 122
Reacting to Competition: Think Before You Act 126
Is there a response that would cost less than the preventable sales loss? 127
If you respond, is your competitor willing and able to cut price again to
reestablish the price difference? 131
Will the multiple responses required to match a competitor still cost less than
the avoidable sales loss? 131
Is your position in other (geographic or product) markets threatened if a com¬
petitor is successful in gaining share? Does the value of the markets at risk
justify the cost of a response? 131
How Should You React? 132
Managing Competitive Information 136
Collect and Evaluate Information 137
Selectively Communicate Information 139
Preannounce Price Increases 140
Show Willingness and Ability to Defend 140
Back Up Opportunism with Information 142
When Should You Compete on Price? 143
Summary 144
Notes 145
CHAPTER 6 Pricing Strategy 147
Managing Your Market Proactively 147
Price Setting Versus Strategic Pricing 148
Creating a Pricing Strategy 149
Proactive Pricing: Structure and Process 150
The Price Structure 152
The Pricing Process 156
xiv CONTENTS
Value Based Marketing Strategy 161
Creating Customer Benefits 162
Communicating the Value Proposition 163
Profit Driven Competitive Positioning 164
Skim Pricing 166
Customers 166
Costs 167
Competition 168
Sequential Skimming 168
Penetration Pricing 170
Customers 170
Costs 172
Competition 172
Neutral Pricing 173
Summary 174
Notes 175
CHAPTER 7 Life Cycle Pricing 177
Adapting Strategy in a Changing Environment 177
Pricing the Innovation for Market Introduction 178
Marketing Innovations Through Price Induced Sampling 180
Marketing Innovations Through Direct Sales 181
Marketing Innovations Through Distribution Channels 182
Pricing the New Product for Growth 182
Pricing the Differentiated Product 183
Pricing the Low Cost Product 184
Choosing a Growth Strategy 185
Price Reductions in Growth 188
Pricing the Established Product in Maturity 189
Pricing a Product in Market Decline 192
Alternative Strategies in Decline 192
Brand Stage Versus Product Life Cycle 195
Summary 197
Notes 198
CHAPTER 8 Value Based Sales and Negotiation 200
Influencing Customer Behavior 200
Value: The Basis for Policy Driven Pricing 201
Undoing the Damage 202
Understanding Buying Centers 205
CONTENTS xv
Types of Buyers and Their Negotiation Strategies 208
Negotiating with Price Buyers 208
Negotiating with Relationship Buyers 211
Negotiating with Value Buyers 212
Managing the Sales Force Toward Value Based Pricing 213
Account Planning 213
Profit Focused Sales Incentives 215
Measuring the Pocket Price 217
Summary 219
Appendix 8A Preparing Competitive Bids 220
Preparing Competitive Bids 220
Quantitative Analysis 220
Probability of Success 222
Average Opponent Approach 222
The Winner s Curve 225
Notes 226
CHAPTER 9 Segmented Pricing 227
Tactics for Separating Markets 227
Segmenting by Buyer Identification 229
Obtaining Information 230
Segmenting by Purchase Location 232
Segmenting by Time of Purchase 234
Peak Load Pricing 235
Setting Peak Load Prices 236
Yield Management 237
Segmenting by Purchase Quantity 239
Volume Discounts 239
Order Discounts 240
Step Discounts 240
Two Part Pricing 241
Segmenting by Product Design 243
Segmenting by Product Bundling 244
Optional Bundling 245
Value Added Bundling 246
Segmenting by Tie Ins and Metering 247
Tie In Sales 247
Metering 248
Importance of Segmented Pricing 249
xyi CONTENTS
Summary 250
Notes 251
CHAPTER 10 Pricing in the Marketing Mix 253
Developing an Integrated Strategy 253
Pricing and the Product Line 253
Pricing Substitute Products 254
Pricing Complementary Products 256
Selecting Loss Leaders 257
Product Line Pricing and Price Perceptions 259
Pricing and Promotion 260
Pricing and Advertising 260
Pricing and Personal Selling 264
Setting the Promotional Budget 265
Price as a Promotional Tool 266
Pricing Tactics to Induce Trial 267
Defensive Dealing 270
Trade Dealing 272
Pricing and Distribution 274
Summary 274
Notes 275
CHAPTER 11 Channel Strategy 278
Price Management 278
Channel Definitions 281
Channel Strategy 283
Selecting an Appropriate Channel 286
Channel Strategy Implementation 289
Maintaining Minimum Resale Prices 289
Limiting Maximum Resale Prices 291
Connecting Channel Strategies to Communication
Strategy 294
Managing Price Through the Distribution Channel 297
Managing Retail Pricing Strategy 299
Managing in e Commerce Channels 300
Summary 302
Notes 303
CONTENTS xvfi
CHAPTER 12 Competitive Advantages 305
Establishing Foundations for More Profitable Pricing 305
Competitive Cost Advantages 306
Internal Cost Efficiencies 306
Economies of Scope 306
Economies of Scale 307
Economies of Experience 312
External Cost Efficiencies 316
Economies of Buyer Focus 316
Economies of Logistical Integration 317
Efficiency in Transfer Pricing 318
Temporary Cost Advantages 323
Competitive Product Advantages 324
Product Superiority 324
Produ ctA ugm en tat ion 325
Sustaining Product Advantages 326
Known Supplier 327
Buyers In vestments 32 7
Channel Preemption 327
Scarce Resource Preemption 327
Niche Marketing 328
Image 328
Summary 328
Notes 329
CHAPTER 13 Measuring Perceived Value and Price
Sensitivity 332
Research Techniques to Supplement Judgment 332
Types of Measurement Procedures 332
Uncontrolled Studies of Actual Purchases 334
Historical Sales Data 334
Panel Data 335
Store Scanner Data 336
Analyzing Historical Data 336
Experimentally Controlled Studies of Actual Purchases 339
In Store Purchase Experiments 339
Laboratory Purchase Experiments 341
Uncontrolled Studies of Preferences and Intentions 342
Direct Questioning 344
Buy Response Surveys 345
xviii CONTENTS
Attribute Positioning 345
Depth Interviews 345
Experimentally Controlled Studies of Preferences and Intentions 350
Simulated Purchase Experiments 350
Trade Off Analysis 351
Using Measurement Techniques Appropriately 359
Using Judgment for Better Measurement 360
Using Internet Based Techniques 363
Selecting the Appropriate Measurement Technique 364
Summary 365
Notes 366
CHAPTER 14 Ethics and the Law 370
Understanding the Constraints on Pricing 370
Ethical Constraints on Pricing 370
The Legal Framework for Pricing 373
Price Fixing or Price Encouragement 374
Horizontal Price Fixing 376
Resale Price Fixing or Encouragement 376
Vertical Price Fixing 376
Direct Dealing Programs 377
Resale Price Encouragement 378
Price and Promotional Discrimination 379
Price Discrimination 379
Defenses to Price Discrimination 382
Promotional Discrimination 381
Competitive Injury, Defenses, and Indirect Purchasers 383
Using Nonprice Variables to Support Pricing Goals 384
Vertical Nonprice Restrictions 384
Nonprice Incentives 386
Other Pricing Issues 386
Predatory Pricing 386
Price Signaling 386
Summary 387
Notes 387
Name Index 393
Subject Index 396
|
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| discipline | Wirtschaftswissenschaften |
| edition | 3. ed. |
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| id | DE-604.BV014369026 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T19:02:09Z |
| institution | BVB |
| isbn | 013026248X |
| language | English |
| lccn | 2001036857 |
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| physical | XXI, 398 S. graph. Darst. : 24 cm |
| publishDate | 2002 |
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| publisher | Prentice Hall |
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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 3. ed. Upper Saddle River, NJ Prentice Hall 2002 XXI, 398 S. graph. Darst. : 24 cm txt rdacontent n rdamedia nc rdacarrier Prentice Hall marketing series Includes bibliographical references and indexes Marketing - Prise de décision Prijsbeleid gtt Prix - Fixation Marketing Decision making Pricing Preispolitik (DE-588)4047118-4 gnd rswk-swf Management (DE-588)4037278-9 gnd rswk-swf Management (DE-588)4037278-9 s Preispolitik (DE-588)4047118-4 s 1\p DE-604 Holden, Reed K. Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009844329&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Nagle, Thomas T. 1951- The strategy and tactics of pricing a guide to profitable decision making Marketing - Prise de décision Prijsbeleid gtt Prix - Fixation Marketing Decision making Pricing Preispolitik (DE-588)4047118-4 gnd Management (DE-588)4037278-9 gnd |
| subject_GND | (DE-588)4047118-4 (DE-588)4037278-9 |
| 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 Prijsbeleid gtt Prix - Fixation Marketing Decision making Pricing Preispolitik (DE-588)4047118-4 gnd Management (DE-588)4037278-9 gnd |
| topic_facet | Marketing - Prise de décision Prijsbeleid Prix - Fixation Marketing Decision making Pricing Preispolitik Management |
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