定价策略与技巧获利性决策指南 英文版【2025|PDF下载-Epub版本|mobi电子书|kindle百度云盘下载】

定价策略与技巧获利性决策指南 英文版PDF格式电子书版下载

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The Harvest of Your Profit Potential1

Why Pricing Is Often Ineffective1

CHAPTER 1 Strategic Planning:The Harvest of Your Potential1

第1章 战略计划：收割你的获利潜力1

CHAPTER 1 Strategic Planning1

The Cost-Plus Delusion2

Customer-Driven Pricing6

Competition-Driven Pricing7

Asking the Right Questions8

The Discipline of Strategic Pricing10

Summary13

Notes14

CHAPTER 2 Costs15

How Should They Affect Pricing Decisions?15

The Role of Costs in Pricing15

CHAPTER 2 Costs:How Should They Affect Pricing Decisions?15

第2章 成本：应如何影响定价策略15

Determining Relevant Costs16

Why Incremental Costs?17

Why Avoidable Costs?20

Avoiding Misleading Accounting23

Estimating Relevant Costs25

Percent Contribution Margin and Pricing Strategy30

Summary32

Notes33

CHAPTER 3 Financial Analysis:Pricing for Profit35

Pricing for Profit35

CHAPTER 3 Financial Analysis35

第3章 财务分析：获利性定价35

Breakeven Sales Analysis:The Basic Case37

Breakeven Sales Incorporating a Change in Variable Cost39

Breakeven Sales with Incremental Fixed Costs41

Breakeven Sales Analysis for Reactive Pricing44

Calculating Potential Financial Implications45

Breakeven Sales Curves47

Watching Your Baseline51

Covering Nonincremental Fixed and Sunk Costs52

Case Study:Ritter＆Sons53

Summary60

Notes60

Appendix 3A:Derivation of the Breakeven Formula62

Appendix 3B:Breakeven Analysis of Price Changes64

Developing a Breakeven Chart64

Breakeven Analysis with More Than One Incremental Fixed Cost67

Breakeven Graphs68

Summary72

CHAPTER 4 Customers73

第4章 消费者：理解并影响消费者的购买决策73

CHAPTER 4 Customers:Understanding and Influencing the Purchase Decision73

Understanding and Influencing the Purchase Decision73

Role of Value in Pricing74

Economic Value EstimationTM:An Illustration76

Economic Value Profile80

The Use of Economic Value EstimationTM81

Reference Price Effect84

Factors Influencing Perceptions of Value84

Difficult Comparison Effect88

Switching Cost Effect90

Price-Quality Effect91

Expenditure Effect93

End-Benefit Effect95

Shared-Cost Effect97

Fairness Effect97

The Framing Effect102

Management of Value Perceptions and Price Sensitivity104

Segmenting for Value Communication and Delivery105

Summary108

Appendix 4A:Economics of Price Sensitivity109

The Reference Price Effect111

Appendix 4B:Preparing a Managerial Price Sensitivity Analysis111

Price-Quality Effect112

Switching Cost Effect112

Difficult Comparison Effect112

Expenditure Effect113

End-Benefit Effect113

The Framing Effect114

Notes114

Fairness Effect114

Shared-Cost Effect114

CHAPTER 5 Competition119

Managing Conflict Thoughtfully119

第5章 竞争：妥善处理冲突119

CHAPTER 5 Competition:Managing Conflict Thoughtfully119

Understanding the Pricing Game121

Competitive Advantage:The Only Sustainable Source of Profitability122

Reacting to Competition:Think Before You Act126

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 competitor 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 Information136

Collect and Evaluate Information137

Selectively Communicate Information139

Preannounce Price Increases140

Show Willingness and Ability to Defend140

Back Up Opportunism with Information142

When Should You Compete on Price?143

Summary144

Notes145

Managing Your Market Proactively147

第6章 定价策略：积极主动地管理市场147

CHAPTER 6 Pricing Strategy:Managing Your Market Proactively147

CHAPTER 6 Pricing Strategy147

Price Setting Versus Strategic Pricing148

Creating a Pricing Strategy149

Proactive Pricing:Structure and Process150

The Price Structure152

The Pricing Process156

Value-Based Marketing Strategy161

Creating Customer Benefits162

Communicating the Value Proposition163

Profit-Driven Competitive Positioning164

Skim Pricing166

Customers166

Costs167

Competition168

Sequential Skimming168

Penetration Pricing170

Customers170

Costs172

Competition172

Neutral Pricing173

Summary174

Notes175

CHAPTER 7 Life Cycle Pricing177

Adapting Strategy in a Changing Environment177

CHAPTER 7 Life Cycle Pricing:Adapting Strategy in a Changing Environment177

第7章 生命周期定价法：在变换的环境中调整战略177

Pricing the Innovation for Market Introduction178

Marketing Innovations Through Price-Induced Sampling180

Marketing Innovations Through Direct Sales181

Marketing Innovations Through Distribution Channels182

Pricing the New Product for Growth182

Pricing the Differentiated Product183

Pricing the Low-Cost Product184

Choosing a Growth Strategy185

Price Reductions in Growth188

Pricing the Established Product in Maturity189

Pricing a Product in Marker Decline192

Alternative Strategies in Decline192

Brand Stage Versus Product Life Cycle195

Summary197

Notes198

CHAPTER 8 Value-Based Sales and Negotiation:Influencing Customer Behavior200

Influencing Customer Behavior200

CHAPTER 8 Value-Based Sales and Negotiation200

第8章 基于价值的销售和谈判：对消费者的行为施加影响200

Value:The Basis for Policy-Driven Pricing201

Undoing the Damage202

Understanding Buying Centers205

Negotiating with Price Buyers208

Types of Buyers and Their Negotiation Strategies208

Negotiating with Relationship Buyers211

Negotiating with Value Buyers212

Managing the Sales Force Toward Value -Based Pricing213

Account Planning213

Profit-Focused Sales Incentives215

Measuring the Pocket Price217

Summary219

Appendix 8A Preparing Competitive Bids220

Preparing Competitive Bids220

Quantitative Analysis220

Probability of Success222

Average Opponent Approach222

The Winner s Curve225

Notes226

CHAPTER 9 Segmented Pricing227

Tactics for Separating Markets227

第9章 细分定价：市场细分策略227

CHAPTER 9 Segmented Pricing:Tactics for Separating Markets227

Segmenting by Buyer Identification229

Obtaining Information230

Segmenting by Purchase Location232

Segmenting by Time of Purchase234

Peak-Load Pricing235

Setting Peak-Load Prices236

Yield Management237

Segmenting by Purchase Quantity239

Volume Discounts239

Order Discounts240

Step Discounts240

Two-Part Pricing241

Segmenting by Product Design243

Segmenting by Product Bundling244

Optional Bundling245

Value-Added Bundling246

Segmenting by Tie-Ins and Metering247

Tie-In Sales247

Metering248

Importance of Segmented Pricing249

Summary250

Notes251

第10章 营销组合中的定价策略：发展整体战略253

Developing an Integrated Strategy253

Pricing and the Product Line253

CHAPTER 10 Pricing in the Marketing Mix:Developing an Integrated Strategy253

CHAPTER 10 Pricing in the Marketing Mix253

Pricing Substitute Products254

Pricing Complementary Products256

Selecting Loss Leaders257

Product Line Pricing and Price Perceptions259

Pricing and Promotion260

Pricing and Advertising260

Pricing and Personal Selling264

Setting the Promotional Budget265

Price as a Promotional Tool266

Pricing Tactics to Induce Trial267

Defensive Dealing270

Trade Dealing272

Pricing and Distribution274

Summary274

Notes275

第11章 渠道策略：价格管理278

Price Management278

CHAPTER 11 Channel Strategy:Price Management278

CHAPTER 11 Channel Strategy278

Channel Definitions281

Channel Strategy283

Selecting an Appropriate Channel286

Channel Strategy Implementation289

Maintaining Minimum Resale Prices289

Limiting Maximum Resale Prices291

Connecting Channel Strategies to Communication Strategy294

Managing Price Through the Distribution Channel297

Managing Reltail Pricing Strategy299

Managing in e-Commerce Channels300

Summary302

Notes303

第12章 竞争优势：为更有利的定价策略打好基础305

Establishing Foundations for More Profitable Pricing305

CHAPTER 12 Competitive Advantages:Establishing Foundations for More Profitable Pricing305

CHAPTER 12 Competitive Advantages305

Competitive Cost Advantages306

Internal Cost Efficiencies306

Economies of Scope306

Economies of Scale307

Economies of Experience312

External Cost Efficiencies316

Economies of Buyer Focus316

Economies of Logistical Integration317

Efficiency in Transfer Pricing318

Temporary Cost Advantages323

Competitive Product Advantages324

Product Superiority324

Product Augmentation325

Sustaining Product Advantages326

Known Supplier327

Buyers Investments327

Channel Preemption327

Scarce Resource Preemption327

Niche Marketing328

Image328

Summary328

Notes329

CHAPTER 13 Measuring Perceived Value and Price Sensitivity332

Research Techniques to Supplement Judgment332

Types of Measurement Procedures332

第13章 测量感受值和价格敏感性：对判断进行修正的研究方法332

CHAPTER 13 Measuring Perceived Value and Price Sensitivity:Research Techniques to Supplement Judgment332

Uncontrolled Studies of Actual Purchases334

Historical Sales Data334

Panel Data335

Store Scanner Data336

Analyzing Historical Data336

Experimentally Controlled Studies of Actual Purchases339

In-Store Purchase Experiments339

Laboratory Purchase Experiments341

Uncontrolled Studies of Preferences and Intentions342

Direct Questioning344

Attribute Positioning345

Buy-Response Surveys345

Depth Interviews345

Experimentally Controlled Studies of Preferences and Intentions350

Simulated Purchase Experiments350

Trade-Off Analysis351

Using Measurement Techniques Appropriately359

Using Judgment for Better Measurement360

Using Internet-Based Techniques363

Selecing the Appropriate Measurement Technique364

Summary365

Notes366

CHAPTER 14 Ethics and the Law :Understanding the Constraints on Pricing369

第14章 伦理和法律：理解定价方面的限制因素369

CHAPTER 14 Ethics and the Law370

Understanding the Constraints on Pricing370

Ethical Constraints on Pricing370

The Legal Framework for Pricing373

Price Fixing or Price Encouragement374

Horizontal Price Fixing376

Resale Price Fixing or Encouragement376

Vertical Price Fixing376

Direct Dealing Programs377

Resale Price Encouragement378

Price Discrimination379

Price and Promotional Discrimination379

Promotional Discrimination381

Defenses to Price Discrimination382

Competitive Injury,Defenses,and Indirect Purchasers383

Using Nonprice Variables to Support Pricing Goals384

Vertical Nonprice Restrictions384

Nonprice Incentives386

Other Pricing Issues386

Predatory Pricing386

Price Signaling386

Summary387

Notes387

Name Index393

Subject Index396