The Pricing Conundrum
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Here's the slide deck from my keynote speech at the Confederation of Indian Industry's Market Leadership Summit.
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Disclosing costs and margins seems admirably principled if risky, but is it more than virtue signaling or misguided activism that simply fizzles out?
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Transparency refers to the availability of prices or the disclosure of costs or margins. Understanding these differences is essential to develop an eff…
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This post provides a detailed & practical explanation of how to apply the value-based pricing method in a B2B setting.
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The Value Pricing Framework provides managers & entrepreneurs with a comprehensive and versatile approach to approach pricing strategy.
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Nothing is more authentic than a pricing strategy that is harmonious with the company's core values. This requires effort, gumption, & many hard choice…
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Cost-based pricing has substantial pros and cons. To use it effectively, entrepreneurs & managers need a complete, balanced understanding of this prici…
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Managers need to understand the unique, specific & predictable ways in which customers use prices in their journeys. The effectiveness of pricing actio…
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Customer perceptions of the brand's pricing strategy have a significant impact on its value. The SALVE framework is a practical and actionable way to a…
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Two case studies show how a too-low price produces an aura of mediocrity, sowing doubt & suspicion in the minds of potential clients & adopters.
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The price has the ability to produce a range of specific effects on the customer. They are predictable, influential, and actionable.
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Price thresholds drive what customers consider to be acceptable and preferred prices. Marketers can establish these thresholds to influence buyer behav…
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