UOWD Library

Normal view MARC view ISBD view

Don't just set prices [videorecording] : manage them strategically /

By: Nagle, Tom
Material type: Visual materialSeries: Stanford executive briefings. Publisher: Mill Valley, CA : Kantola produciton, c2005.Description: + 1 x DVD ; 57 mins.Subject(s): Pricing | Marketing -- Sales | Marketing -- Decision making
Summary:
Traditional pricing methods involve a trade-off. You want to charge as much as you can in order to maximize profits, but not so much that there is a negative impact on sales. So when a customer rejects your price, does it mean that the price is too high? Maybe not, says Tom Nagle. Price levels are only the visible "tip of the iceberg" in pricing strategy.Nagle explains that in order to get customers to pay for value, you have to do more than just set a value-based price. You must proactively manage your markets with communications that justify your price in terms of value. You need to offer service packages that customers recognize as providing extra value. And you need to manage a price structure that tracks with value, and a pricing process that forces customers to acknowledge value with their pocketbooks.
Tags from this library: No tags from this library for this title. Log in to add tags.
    average rating: 0.0 (0 votes)

+ 1 x DVD.

Traditional pricing methods involve a trade-off. You want to charge as much as you can in order to maximize profits, but not so much that there is a negative impact on sales. So when a customer rejects your price, does it mean that the price is too high? Maybe not, says Tom Nagle. Price levels are only the visible "tip of the iceberg" in pricing strategy.Nagle explains that in order to get customers to pay for value, you have to do more than just set a value-based price. You must proactively manage your markets with communications that justify your price in terms of value. You need to offer service packages that customers recognize as providing extra value. And you need to manage a price structure that tracks with value, and a pricing process that forces customers to acknowledge value with their pocketbooks.

Powered by Koha