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