Understanding the pricing function: capturing value
- Buyer reactions to price: factors that influence price sensitivity, taking the focus off of price, pricing practices that endanger profits
- Developing pricing strategies: customer value analysis, pricing over the product life cycle, product-line pricing
- Profitability analysis: assessing price sensitivity and measuring profitability
- Special topics in pricing: managing channel conflict, fighting and avoiding price wars, research methods for making good pricing decisions
Through discussions, cases and in-class activities, you will apply what you are learning to your own real-world initiatives so that you can implement specific strategies immediately back at work.