Pricing Bible

Author: Doran
Publisher:
Publish Date: 2004-05-01
Features: This book cites pricing cases from numerous globally renowned companies such as Swatch, Nokia, Microsoft, General Motors, Kodak, and GlaxoSmithKline, elaborates on the basic concepts of corporate pricing, reveals the subtle relationship between cost, price, and profit, and further introduces various pricing methods for marketing activities and products, including price discrimination, competitive and strategic pricing, international pricing, nonlinear pricing, product line pricing, bundled pricing, short-term price discrimination, and long-term price discrimination. The book's rich examples and clear explanations make pricing strategies vivid and engaging, transforming pricing from a marketing challenge into a profit-enhancing tool! Price has always been the ultimate weapon in marketing that never fails. A price reduction can bring a company the attractive prospect of selling more at a slim margin, but it may also push the company into a loss-making situation. Conversely, a price increase may mean profit growth for a company, but it is more likely to lead to the loss of market share. Facing this dilemma, how should you respond? This book proposes a marketing perspective that differs from conventional wisdom: as long as the price changes by 1%, the profit could potentially increase by 200%! Intense market competition has forced well-known companies to perform pricing acrobatics on the tightrope of corporate profitability: if Coca-Cola's price increases by 1%, the company's net profit will increase by 6.4%; if Fuji's price rises by 1%, its profit will surge by 16.7%; Nestlé's is even more astonishing at 17.5%; while Ford and Philips have seen this ratio increase by 26% and 28.7%, respectively. For these companies, proper pricing can mean the difference between substantial profits and significant losses. This book cites pricing cases from numerous globally renowned companies such as Swatch, Nokia, Microsoft, General Motors, Kodak, and GlaxoSmithKline, elaborates on the basic concepts of corporate pricing, reveals the subtle relationship between cost, price, and profit, and further introduces various pricing methods for marketing activities and products, including price discrimination, competitive and strategic pricing, international pricing, nonlinear pricing, product line pricing, bundled pricing, short-term price discrimination, and long-term price discrimination. The book's rich examples and clear explanations make pricing strategies vivid and engaging, transforming pricing from a marketing challenge into a profit-enhancing tool!