定价策略与技巧获利性决策指南 英文版PDF电子书下载

The Harvest of Your Profit Potential 1

Why Pricing Is Often Ineffective 1

CHAPTER 1 Strategic Planning:The Harvest of Your Potential 1

第1章 战略计划：收割你的获利潜力 1

CHAPTER 1 Strategic Planning 1

The Cost-Plus Delusion 2

Customer-Driven Pricing 6

Competition-Driven Pricing 7

Asking the Right Questions 8

The Discipline of Strategic Pricing 10

Summary 13

Notes 14

CHAPTER 2 Costs 15

How Should They Affect Pricing Decisions? 15

The Role of Costs in Pricing 15

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 Costs 16

Why Incremental Costs? 17

Why Avoidable Costs? 20

Avoiding Misleading Accounting 23

Estimating Relevant Costs 25

Percent Contribution Margin and Pricing Strategy 30

Summary 32

Notes 33

CHAPTER 3 Financial Analysis:Pricing for Profit 35

Pricing for Profit 35

CHAPTER 3 Financial Analysis 35

第3章 财务分析：获利性定价 35

Breakeven Sales Analysis:The Basic Case 37

Breakeven Sales Incorporating a Change in Variable Cost 39

Breakeven Sales with Incremental Fixed Costs 41

Breakeven Sales Analysis for Reactive Pricing 44

Calculating Potential Financial Implications 45

Breakeven Sales Curves 47

Watching Your Baseline 51

Covering Nonincremental Fixed and Sunk Costs 52

Case Study:Ritter＆Sons 53

Summary 60

Notes 60

Appendix 3A:Derivation of the Breakeven Formula 62

Appendix 3B:Breakeven Analysis of Price Changes 64

Developing a Breakeven Chart 64

Breakeven Analysis with More Than One Incremental Fixed Cost 67

Breakeven Graphs 68

Summary 72

CHAPTER 4 Customers 73

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 Decision 73

Understanding and Influencing the Purchase Decision 73

Role of Value in Pricing 74

Economic Value EstimationTM:An Illustration 76

Economic Value Profile 80

The Use of Economic Value EstimationTM 81

Reference Price Effect 84

Factors Influencing Perceptions of Value 84

Difficult Comparison Effect 88

Switching Cost Effect 90

Price-Quality Effect 91

Expenditure Effect 93

End-Benefit Effect 95

Shared-Cost Effect 97

Fairness Effect 97

The Framing Effect 102

Management of Value Perceptions and Price Sensitivity 104

Segmenting for Value Communication and Delivery 105

Summary 108

Appendix 4A:Economics of Price Sensitivity 109

The Reference Price Effect 111

Appendix 4B:Preparing a Managerial Price Sensitivity Analysis 111

Price-Quality Effect 112

Switching Cost Effect 112

Difficult Comparison Effect 112

Expenditure Effect 113

End-Benefit Effect 113

The Framing Effect 114

Notes 114

Fairness Effect 114

Shared-Cost Effect 114

CHAPTER 5 Competition 119

Managing Conflict Thoughtfully 119

第5章 竞争：妥善处理冲突 119

CHAPTER 5 Competition:Managing Conflict Thoughtfully 119

Understanding the Pricing Game 121

Competitive Advantage:The Only Sustainable Source of Profitability 122

Reacting to Competition:Think Before You Act 126

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 Information 136

Collect and Evaluate Information 137

Selectively Communicate Information 139

Preannounce Price Increases 140

Show Willingness and Ability to Defend 140

Back Up Opportunism with Information 142

When Should You Compete on Price? 143

Summary 144

Notes 145

Managing Your Market Proactively 147

第6章 定价策略：积极主动地管理市场 147

CHAPTER 6 Pricing Strategy:Managing Your Market Proactively 147

CHAPTER 6 Pricing Strategy 147

Price Setting Versus Strategic Pricing 148

Creating a Pricing Strategy 149

Proactive Pricing:Structure and Process 150

The Price Structure 152

The Pricing Process 156

Value-Based Marketing Strategy 161

Creating Customer Benefits 162

Communicating the Value Proposition 163

Profit-Driven Competitive Positioning 164

Skim Pricing 166

Customers 166

Costs 167

Competition 168

Sequential Skimming 168

Penetration Pricing 170

Customers 170

Costs 172

Competition 172

Neutral Pricing 173

Summary 174

Notes 175

CHAPTER 7 Life Cycle Pricing 177

Adapting Strategy in a Changing Environment 177

CHAPTER 7 Life Cycle Pricing:Adapting Strategy in a Changing Environment 177

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 Introduction 178

Marketing Innovations Through Price-Induced Sampling 180

Marketing Innovations Through Direct Sales 181

Marketing Innovations Through Distribution Channels 182

Pricing the New Product for Growth 182

Pricing the Differentiated Product 183

Pricing the Low-Cost Product 184

Choosing a Growth Strategy 185

Price Reductions in Growth 188

Pricing the Established Product in Maturity 189

Pricing a Product in Marker Decline 192

Alternative Strategies in Decline 192

Brand Stage Versus Product Life Cycle 195

Summary 197

Notes 198

CHAPTER 8 Value-Based Sales and Negotiation:Influencing Customer Behavior 200

Influencing Customer Behavior 200

CHAPTER 8 Value-Based Sales and Negotiation 200

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 Pricing 201

Undoing the Damage 202

Understanding Buying Centers 205

Negotiating with Price Buyers 208

Types of Buyers and Their Negotiation Strategies 208

Negotiating with Relationship Buyers 211

Negotiating with Value Buyers 212

Managing the Sales Force Toward Value -Based Pricing 213

Account Planning 213

Profit-Focused Sales Incentives 215

Measuring the Pocket Price 217

Summary 219

Appendix 8A Preparing Competitive Bids 220

Preparing Competitive Bids 220

Quantitative Analysis 220

Probability of Success 222

Average Opponent Approach 222

The Winner s Curve 225

Notes 226

CHAPTER 9 Segmented Pricing 227

Tactics for Separating Markets 227

第9章 细分定价：市场细分策略 227

CHAPTER 9 Segmented Pricing:Tactics for Separating Markets 227

Segmenting by Buyer Identification 229

Obtaining Information 230

Segmenting by Purchase Location 232

Segmenting by Time of Purchase 234

Peak-Load Pricing 235

Setting Peak-Load Prices 236

Yield Management 237

Segmenting by Purchase Quantity 239

Volume Discounts 239

Order Discounts 240

Step Discounts 240

Two-Part Pricing 241

Segmenting by Product Design 243

Segmenting by Product Bundling 244

Optional Bundling 245

Value-Added Bundling 246

Segmenting by Tie-Ins and Metering 247

Tie-In Sales 247

Metering 248

Importance of Segmented Pricing 249

Summary 250

Notes 251

第10章 营销组合中的定价策略：发展整体战略 253

Developing an Integrated Strategy 253

Pricing and the Product Line 253

CHAPTER 10 Pricing in the Marketing Mix:Developing an Integrated Strategy 253

CHAPTER 10 Pricing in the Marketing Mix 253

Pricing Substitute Products 254

Pricing Complementary Products 256

Selecting Loss Leaders 257

Product Line Pricing and Price Perceptions 259

Pricing and Promotion 260

Pricing and Advertising 260

Pricing and Personal Selling 264

Setting the Promotional Budget 265

Price as a Promotional Tool 266

Pricing Tactics to Induce Trial 267

Defensive Dealing 270

Trade Dealing 272

Pricing and Distribution 274

Summary 274

Notes 275

第11章 渠道策略：价格管理 278

Price Management 278

CHAPTER 11 Channel Strategy:Price Management 278

CHAPTER 11 Channel Strategy 278

Channel Definitions 281

Channel Strategy 283

Selecting an Appropriate Channel 286

Channel Strategy Implementation 289

Maintaining Minimum Resale Prices 289

Limiting Maximum Resale Prices 291

Connecting Channel Strategies to Communication Strategy 294

Managing Price Through the Distribution Channel 297

Managing Reltail Pricing Strategy 299

Managing in e-Commerce Channels 300

Summary 302

Notes 303

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 Pricing 305

CHAPTER 12 Competitive Advantages:Establishing Foundations for More Profitable Pricing 305

CHAPTER 12 Competitive Advantages 305

Competitive Cost Advantages 306

Internal Cost Efficiencies 306

Economies of Scope 306

Economies of Scale 307

Economies of Experience 312

External Cost Efficiencies 316

Economies of Buyer Focus 316

Economies of Logistical Integration 317

Efficiency in Transfer Pricing 318

Temporary Cost Advantages 323

Competitive Product Advantages 324

Product Superiority 324

Product Augmentation 325

Sustaining Product Advantages 326

Known Supplier 327

Buyers Investments 327

Channel Preemption 327

Scarce Resource Preemption 327

Niche Marketing 328

Image 328

Summary 328

Notes 329

CHAPTER 13 Measuring Perceived Value and Price Sensitivity 332

Research Techniques to Supplement Judgment 332

Types of Measurement Procedures 332

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 Judgment 332

Uncontrolled Studies of Actual Purchases 334

Historical Sales Data 334

Panel Data 335

Store Scanner Data 336

Analyzing Historical Data 336

Experimentally Controlled Studies of Actual Purchases 339

In-Store Purchase Experiments 339

Laboratory Purchase Experiments 341

Uncontrolled Studies of Preferences and Intentions 342

Direct Questioning 344

Attribute Positioning 345

Buy-Response Surveys 345

Depth Interviews 345

Experimentally Controlled Studies of Preferences and Intentions 350

Simulated Purchase Experiments 350

Trade-Off Analysis 351

Using Measurement Techniques Appropriately 359

Using Judgment for Better Measurement 360

Using Internet-Based Techniques 363

Selecing the Appropriate Measurement Technique 364

Summary 365

Notes 366

CHAPTER 14 Ethics and the Law :Understanding the Constraints on Pricing 369

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 Law 370

Understanding the Constraints on Pricing 370

Ethical Constraints on Pricing 370

The Legal Framework for Pricing 373

Price Fixing or Price Encouragement 374

Horizontal Price Fixing 376

Resale Price Fixing or Encouragement 376

Vertical Price Fixing 376

Direct Dealing Programs 377

Resale Price Encouragement 378

Price Discrimination 379

Price and Promotional Discrimination 379

Promotional Discrimination 381

Defenses to Price Discrimination 382

Competitive Injury,Defenses,and Indirect Purchasers 383

Using Nonprice Variables to Support Pricing Goals 384

Vertical Nonprice Restrictions 384

Nonprice Incentives 386

Other Pricing Issues 386

Predatory Pricing 386

Price Signaling 386

Summary 387

Notes 387

Name Index 393

Subject Index 396