Pricing Strategy

Author: Luo Pinliang
Publisher:
Publish Date: 2006-04-01
Features: Product/service pricing is a fundamental component of marketing and one of the most crucial decisions a company must make. To some extent, a company's various competitive strategies will ultimately be reflected in its pricing decisions. "Pricing Strategy" is a professional course in the marketing direction of global business schools, aiming to help students deeply understand the important role of pricing strategy in marketing strategy through systematic and rational thinking about strategic pricing. Through the learning and discussion of this course, students can recognize the difference between strategic pricing and price setting, master pricing strategies and techniques, and lay a foundation for effective pricing in future marketing practices. Based on the fundamental idea that "price is the result of a game between the company, its competitors, and customers," this book starts with the factors determining price. Through a critical introduction to traditional cost-plus and going-rate pricing models, it introduces innovative pricing strategies such as value-based pricing (Value-Based Pricing), segmented pricing (Segmented Pricing), competition-based pricing, integrated pricing strategy (Integrated Pricing Strategy), channel price management transfer pricing, product life cycle pricing, and price negotiation. Finally, through a discussion of pricing strategies for specific products (network information products and POS systems), it elaborates on how to achieve set marketing goals through strategic and tactical pricing methods. Product/service pricing is a fundamental component of marketing and one of the most crucial decisions a company must make. To some extent, a company's various competitive strategies will ultimately be reflected in its pricing decisions. "Pricing Strategy" is a professional course in the marketing direction of global business schools, aiming to help students deeply understand the important role of pricing strategy in marketing strategy through systematic and rational thinking about strategic pricing. Through the learning and discussion of this course, students can recognize the difference between strategic pricing and price setting, master pricing strategies and techniques, and lay a foundation for effective pricing in future marketing practices. Based on the fundamental idea that "price is the result of a game between the company, its competitors, and customers," this book starts with the factors determining price. Through a critical introduction to traditional cost-plus and going-rate pricing models, it introduces innovative pricing strategies such as value-based pricing (Value-Based Pricing), segmented pricing (Segmented Pricing), competition-based pricing, integrated pricing strategy (Integrated Pricing Strategy), channel price management transfer pricing, product life cycle pricing, and price negotiation. Finally, through a discussion of pricing strategies for specific products (network information products and POS systems), it elaborates on how to achieve set marketing goals through strategic and tactical pricing methods.