Pricing strategies: harvesting product value
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Los Angeles ; London ; New Delhi
SAGE
[2023]
|
| Edition: | Second edition |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Literaturangaben |
| Physical Description: | xii, 408 Seiten Illustrationen, Diagramme |
| ISBN: | 9781526494429 9781526494412 |
Staff View
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Record in the Search Index
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DET/ "ED CONTENTS Preface About the Author Acknowledgements Online resources Introduction 1 Pricing as an Element of the Marketing Mix What is a price? Pricing as a marketing activity Managerial decisions in the pricing activity Managing pricing in an organization Plan of the book Part I Setting of Initial Prices 2 3 4 xj xiii xiv xv 1 3 3 7 10 16 18 23 The Starting Point in Setting an Initial Price Cost-based pricing Competition-based pricing A better alternative: Customer-based pricing The potential of customer-based pricing 25 Assessing Value to the Customer A framework for identifying differentiating factors Understanding the individuals involved in the customer's buying decision Determining a differentiating factor's value by considering monetary consequences Determining a differentiating factor's value by measuring customer tradeoffs Assembling the value-to-the-customer estimate 48 48 54 56 60 66 Basic Pricing Strategies and the Use of Breakeven Analysis 71 Considering costs in setting initial prices Bounds of the typical price Basic strategies for setting an initial price Strategic factors in setting initial prices Evaluating the initial price 71 73 74 78 81 25 32 34 40
viii DETAILED CONTENTS Part II Modification of Existing Prices 5 The Generalized Breakeven Formula and Its Use Applying breakeven analysis to the evaluation of existing prices The generalized breakeven formula Use of the generalized breakeven formula when costs do not change Change-in-profit formula Using the generalized breakeven formula when variable costs change Using the generalized breakeven formula when fixed costs change Breakeven analysis in price-modification decisions 6 Predicting Price-Change Response: Economic and Competitive Factors The price elasticity measure Observed price elasticities Economic factors affecting price-change response Role of competitors in price-change response Communicating competitive information Applying game theory to predicting competitors' actions Importance of competitive factors 7 Predicting Price-Change Response: Knowledge-Related Factors Price awareness Price-level knowledge Managing price-level knowledge Price-meaning knowledge 89 91 91 92 96 102 104 108 112 117 117 121 125 127 132 135 137 143 143 145 151 154 8 Predicting Price-Change Response: Feelings-Related Factors Framing in the perception of prices The value of gains and losses Four possible perceptions of a price Effects of fairness judgments on the value of a loss Factors that can enhance the value of a gain 162 9 Empirical Measurement of Price-Change Response 185 Regression approach Experimentation approach Choosing a research approach for predicting price-change response Part III Developing a Price Structure 10 Fences for Price Segmentation Market segments and pricing
Accomplishing price segmentation Price segmentation by customer characteristics Price segmentation by purchase quantity Price segmentation by designof product bundles 162 164 167 175 178 185 192 200 207 209 209 շւշ 214 216 219
DETAILED CONTENTS Price segmentation by product features Choosing a price-segmentation fence 11 Time as a Price-Segmentation Fence Time of product use as a price-segmentation fence Time of product purchase as a price-segmentation fence Periodic discounts Early-purchase discounts Late-purchase discounts 12 Place as a Price-Segmentation Fence Place of product use as a price-segmentation fence Place of product purchase as a price-segmentation fence Pricing in international commerce The geography of cyberspace ix 221 225 229 շշօ 223 234 237 240 249 249 251 255 265 13 Pricing to the Less-Informed Segment Using the customer-identity and purchase-quantity fences Using the bundle-design and product-features fences Using the time-of-purchase and place-of-purchase fences Decision-making in promotional pricing 269 14 Pricing of Interrelated Products Product interrelations through image interactions 289 289 293 297 302 308 Product interrelations through product interactions Quantifying product interactions Price setting in the presence of product interactions Quantitative consideration of image interactions 271 275 279 282 Part IV Flexible Pricing 313 IS Auctions and Competitive Bidding Price setting by auction Price setting when buyers hold the auction 315 16 Negotiation and Participatory Pricing Price setting by negotiation 331 Managing price negotiations Participatory pricing Pricing in nonprofit organizations 17 Systematizing Pricing Decisions Automated flexible pricing Automating the generalized breakeven approach Pricing automation versus human judgment 316 323 331 337 343 345
351 352 361 367
x DETAILED CONTENTS Conclusions 375 18 Societal Implications of Pricing Price fixing Inappropriate price levels Inappropriate price differentials Inadequate price communication Primacy of ethics and social responsibility 377 378 Յ84 Յ88 390 395 Index 399 |
| adam_txt |
DET/ "ED CONTENTS Preface About the Author Acknowledgements Online resources Introduction 1 Pricing as an Element of the Marketing Mix What is a price? Pricing as a marketing activity Managerial decisions in the pricing activity Managing pricing in an organization Plan of the book Part I Setting of Initial Prices 2 3 4 xj xiii xiv xv 1 3 3 7 10 16 18 23 The Starting Point in Setting an Initial Price Cost-based pricing Competition-based pricing A better alternative: Customer-based pricing The potential of customer-based pricing 25 Assessing Value to the Customer A framework for identifying differentiating factors Understanding the individuals involved in the customer's buying decision Determining a differentiating factor's value by considering monetary consequences Determining a differentiating factor's value by measuring customer tradeoffs Assembling the value-to-the-customer estimate 48 48 54 56 60 66 Basic Pricing Strategies and the Use of Breakeven Analysis 71 Considering costs in setting initial prices Bounds of the typical price Basic strategies for setting an initial price Strategic factors in setting initial prices Evaluating the initial price 71 73 74 78 81 25 32 34 40
viii DETAILED CONTENTS Part II Modification of Existing Prices 5 The Generalized Breakeven Formula and Its Use Applying breakeven analysis to the evaluation of existing prices The generalized breakeven formula Use of the generalized breakeven formula when costs do not change Change-in-profit formula Using the generalized breakeven formula when variable costs change Using the generalized breakeven formula when fixed costs change Breakeven analysis in price-modification decisions 6 Predicting Price-Change Response: Economic and Competitive Factors The price elasticity measure Observed price elasticities Economic factors affecting price-change response Role of competitors in price-change response Communicating competitive information Applying game theory to predicting competitors' actions Importance of competitive factors 7 Predicting Price-Change Response: Knowledge-Related Factors Price awareness Price-level knowledge Managing price-level knowledge Price-meaning knowledge 89 91 91 92 96 102 104 108 112 117 117 121 125 127 132 135 137 143 143 145 151 154 8 Predicting Price-Change Response: Feelings-Related Factors Framing in the perception of prices The value of gains and losses Four possible perceptions of a price Effects of fairness judgments on the value of a loss Factors that can enhance the value of a gain 162 9 Empirical Measurement of Price-Change Response 185 Regression approach Experimentation approach Choosing a research approach for predicting price-change response Part III Developing a Price Structure 10 Fences for Price Segmentation Market segments and pricing
Accomplishing price segmentation Price segmentation by customer characteristics Price segmentation by purchase quantity Price segmentation by designof product bundles 162 164 167 175 178 185 192 200 207 209 209 շւշ 214 216 219
DETAILED CONTENTS Price segmentation by product features Choosing a price-segmentation fence 11 Time as a Price-Segmentation Fence Time of product use as a price-segmentation fence Time of product purchase as a price-segmentation fence Periodic discounts Early-purchase discounts Late-purchase discounts 12 Place as a Price-Segmentation Fence Place of product use as a price-segmentation fence Place of product purchase as a price-segmentation fence Pricing in international commerce The geography of cyberspace ix 221 225 229 շշօ 223 234 237 240 249 249 251 255 265 13 Pricing to the Less-Informed Segment Using the customer-identity and purchase-quantity fences Using the bundle-design and product-features fences Using the time-of-purchase and place-of-purchase fences Decision-making in promotional pricing 269 14 Pricing of Interrelated Products Product interrelations through image interactions 289 289 293 297 302 308 Product interrelations through product interactions Quantifying product interactions Price setting in the presence of product interactions Quantitative consideration of image interactions 271 275 279 282 Part IV Flexible Pricing 313 IS Auctions and Competitive Bidding Price setting by auction Price setting when buyers hold the auction 315 16 Negotiation and Participatory Pricing Price setting by negotiation 331 Managing price negotiations Participatory pricing Pricing in nonprofit organizations 17 Systematizing Pricing Decisions Automated flexible pricing Automating the generalized breakeven approach Pricing automation versus human judgment 316 323 331 337 343 345
351 352 361 367
x DETAILED CONTENTS Conclusions 375 18 Societal Implications of Pricing Price fixing Inappropriate price levels Inappropriate price differentials Inadequate price communication Primacy of ethics and social responsibility 377 378 Յ84 Յ88 390 395 Index 399 |
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| id | DE-604.BV048860256 |
| illustrated | Illustrated |
| index_date | 2024-07-03T21:41:58Z |
| indexdate | 2024-07-20T06:03:12Z |
| institution | BVB |
| isbn | 9781526494429 9781526494412 |
| language | English |
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| physical | xii, 408 Seiten Illustrationen, Diagramme |
| publishDate | 2023 |
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| spelling | Schindler, Robert M. Verfasser (DE-588)170833763 aut Pricing strategies harvesting product value Robert M. Schindler Second edition Los Angeles ; London ; New Delhi SAGE [2023] © 2023 xii, 408 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Literaturangaben Pricing Marketing Preispolitik (DE-588)4047118-4 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Preispolitik (DE-588)4047118-4 s Marketingstrategie (DE-588)4120697-6 s b DE-604 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034125382&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Schindler, Robert M. Pricing strategies harvesting product value Pricing Marketing Preispolitik (DE-588)4047118-4 gnd Marketingstrategie (DE-588)4120697-6 gnd |
| subject_GND | (DE-588)4047118-4 (DE-588)4120697-6 |
| title | Pricing strategies harvesting product value |
| title_auth | Pricing strategies harvesting product value |
| title_exact_search | Pricing strategies harvesting product value |
| title_exact_search_txtP | Pricing strategies harvesting product value |
| title_full | Pricing strategies harvesting product value Robert M. Schindler |
| title_fullStr | Pricing strategies harvesting product value Robert M. Schindler |
| title_full_unstemmed | Pricing strategies harvesting product value Robert M. Schindler |
| title_short | Pricing strategies |
| title_sort | pricing strategies harvesting product value |
| title_sub | harvesting product value |
| topic | Pricing Marketing Preispolitik (DE-588)4047118-4 gnd Marketingstrategie (DE-588)4120697-6 gnd |
| topic_facet | Pricing Marketing Preispolitik Marketingstrategie |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034125382&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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