Pricing on Purpose: Creating and Capturing ValueJohn Wiley & Sons, 2010 M06 10 - 400 pages Pricing on Purpose explores the importance of pricing, one of the four Ps (product, promotion, place, and price) of marketing, that is largely ignored in business literature. Pricing is the opportunity for a business to capture the value of what it provides to the customer, and deserves as much attention as promotion, product and place in the marketing strategy of any business. This book calls attention to the market share fallacy, explains the difference between cost-plus pricing and value pricing, and provides best-practice pricing examples. It presents the theory of value—long established in the economics profession—and how any business can use various pricing strategies to communicate and capture the value of their products and services. |
Contents
1 | |
7 | |
15 | |
CREATING AND CAPTURING VALUE CHAPTER 4 THE OLD BUSINESS EQUATION | 25 |
CREATING AND CAPTURING VALUE CHAPTER 5 THE NEW BUSINESS EQUATION | 31 |
CREATING AND CAPTURING VALUE CHAPTER 6 NINETYNINECENT PRICING ENGAGEMENT RINGS AND THE ASSUMPTION OF RATI... | 41 |
CREATING AND CAPTURING VALUE CHAPTER 7 THE INVISIBLE HAND NO ONE PERSON KNOWS HOW TO MAKE A PENCIL | 49 |
CREATING AND CAPTURING VALUE CHAPTER 8 A TALE OF TWO THEORIES | 63 |
CREATING AND CAPTURING VALUE CHAPTER 14 THE CONSUMER SURPLUS AND PRICE DISCRIMINATION | 175 |
CREATING AND CAPTURING VALUE CHAPTER 15 CUSTOMER SEGMENTATION STRATEGIES | 197 |
CREATING AND CAPTURING VALUE CHAPTER 16 PRICE DISCRIMINATION IN PRACTICE | 213 |
CREATING AND CAPTURING VALUE CHAPTER 17 THERE IS NO SUCH THING AS A COMMODITY | 235 |
CREATING AND CAPTURING VALUE CHAPTER 18 BAKERS LAW BAD CUSTOMERS DRIVE OUT GOOD CUSTOMERS | 249 |
CREATING AND CAPTURING VALUE CHAPTER 19 ETHICS FAIRNESS AND PRICING | 269 |
CREATING AND CAPTURING VALUE CHAPTER 20 ANTITRUST LAW | 283 |
CREATING AND CAPTURING VALUE CHAPTER 21 WHO IS IN CHARGE OF VALUE? | 307 |
CREATING AND CAPTURING VALUE CHAPTER 9 COSTPLUS PRICINGS EPITAPH | 87 |
CREATING AND CAPTURING VALUE CHAPTER 10 THE WRONG MISTAKES | 103 |
CREATING AND CAPTURING VALUE CHAPTER 11 PRICELED COSTING REPLACES COST ACCOUNTING | 121 |
CREATING AND CAPTURING VALUE CHAPTER 12 WHAT AND HOW PEOPLE BUY | 129 |
CREATING AND CAPTURING VALUE CHAPTER 13 THE VALUE PROPOSITION | 143 |
CREATING AND CAPTURING VALUE CHAPTER 22 PRICING ON PURPOSE GETTING PAID FOR THE VALUE YOUR COMPANY CREATES | 333 |
343 | |
CREATING AND CAPTURING VALUE SUGGESTED READING | 355 |
367 | |
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Common terms and phrases
activity-based costing airline antitrust laws behavior better brand buyers capacity capture Chapter charge commodity company’s competency competition competitors consumer surplus cost accounting cost-plus pricing create customer’s customers demand curve determine developed different prices discount Disney economic economists effect efficiency equation exist experience explain firm firm’s flight free market George Gilder higher price human ibid ideas important industry innovation intellectual capital iPod knowledge learning loyalty marginal market share million Nagle and Holden needs Neiman-Marcus offering organization penetration pricing percent Peter Drucker premium price discrimination price sensitive price theory Pricing on Purpose pricing strategies profit purchase revenue risk segments sell social sold Stanley Marcus Steven Landsburg subjective theory team members theory of value things Thomas Sowell tickets tion tomers understand utility value proposition wealth yield management
Popular passages
Page xv - THE ROAD NOT TAKEN Two roads diverged in a yellow wood, And sorry I could not travel both And be one traveler, long I stood And looked down one as far as I could To where it bent in the undergrowth...
Page xv - I shall be telling this with a sigh Somewhere ages and ages hence: Two roads diverged in a wood, and I— I took the one less travelled by, And that has made all the difference. —ROBERT FROST Chapter 2 Energy Strategy: The Road Not Taken?