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Informationen zum Autor Dr. MARLENE JENSEN is a pricing strategy and marketing/new business expert. Her decades of consulting work with companies, large and small?including the Food Network, American Express Publishing, and Playboy ?are consolidated in this powerful book/website combo. In addition to consulting, Dr. Jensen has performed pricing tests for companies such as CBS Publishing, her own launches ( Sportswoman magazine, Ancillary Profits and Media Marketing newsletters, and Jensen-Fann Publishers) and in numerous academic research studies. Dr. Jensen has taught marketing and pricing at Western Connecticut State University, and currently at Lock Haven University. Klappentext Time-tested strategies for making the best possible pricing decisions and gaining an unbeatable competitive advantagePricing is one of the most important--and difficult--marketing problems companies face when launching new products. Unfortunately, the research that goes into making optimal pricing decisions is a very time-consuming process--unless, that is, you can afford to pay a consultant or outside agency to do it for you. But if you're like most small- to medium-sized business owners and managers, time and money are two things you absolutely don't have to spare. Problem solved: Written by a nationally recognized pricing expert, this book arms you with proven strategies for guaranteeing that you'll never again leave money on the table when determining prices. And you'll spend the least possible time setting your more profitable prices.* Packed with valuable worksheets and other valuable tools to help guide your research and your pricing decision-making* A goldmine of expert tips for pricing in any specialty market, it offers a highly effective way to market your company's product more effectively and profitably* Shows you how to avoid making your competitors' pricing mistakes and gain a powerful competitive edge in the process* The author uses examples drawn from her years of consulting work with companies large and small, including Food Network, American Express Publishing, and Playboy Zusammenfassung Time-tested strategies for making the best possible pricing decisions and gaining an unbeatable competitive advantage Pricing is one of the most important and difficult marketing problems companies face when launching new products. Inhaltsverzeichnis Preface xv Author Credentials xv If You Can Afford a Pricing Consultant . . . xvi Don't Have the Cash to Invest? xvii How Big of a Rush Are You In? xvii Chapter Summaries xviii Acknowledgments xxi PART 1 HOW TO SET PRICES FOR MAXIMUM PROFITS 1 Chapter 1 Why Pricing Is the Key to Your Success 3 Raise Prices-or Sell More Products? 3 Big-Company Case History 5 Tiny-Company Case History 5 Chapter 2 Why Most Companies Stink at Pricing (and How You Can Do Better!) 7 The "Myth" of Creating Demand Curves 8 How Your Competitors Are Setting Prices 9 Cost-Plus Pricing 9 Match-Your-Competitors Pricing 11 PART 2 HOW THE MARKET WILL VALUE YOUR NEW PRODUCT 13 Chapter 3 Analyzing Your Competitors' Prices 15 You Do So Have Competitors! 15 How to "Pick" Your Competitors 16 Direct vs. Indirect Competitors 16 How Consumers Evaluate Prices 18 How to Get Profitable Ideas from Your Competitors 19 Chapter 4 Environmental Factors That Can Affect Your Pricing 21 Environmental Factors Overview 21 The Economy 21 Competitors 24 Government Regulation and Legal 24 Social Trends 25 Technological Change 26 Chapter 5 Pick the Positioning of Your New Product 29 There Are Only 3 Choices! 29 The Psychology of Price Positioning 30 Penetration Price Positioning 31...
