Contextual Pricing: The Death of List Price and the New Market Reality 1 9780071772464 A REVOLUTIONARY NEW PERSPECTIVE ON HOW PRICING REALLY WORKS “Contextual Pricing delivers a knock-out punch to complacent and low-return pricing approaches. . . . This book is full of intriguing, fresh insights which will expand your perspective on what is possible in maximizing revenue from your company’s products and services.” —Mark Greatrex, Chief Marketing Officer, Cox Communications, and former SVP, Global Still Beverages, The Coca Cola Company “To effectively price, managers must understand market context—the frame of reference for buyers. Context is far more important than the usual measures of price variation. I strongly recommend this readable and useful book to any business leader who suspects his or her company is falling short of achievable revenues.” —Dave Calhoun, Chairman and CEO, Nielsen Company, and former Vice Chairman, General Electric Company About the Book: A few leading companies have jettisoned ideas about pricing that other companies believe are indispensible. The result has been superior performance against competitors who persist in a simplistic 1990s belief in “value.” Contextual Pricing describes how buyers are influenced by comparison points and contextual messages more than by actual price levels. Identical products can sell at radically different prices to the same target customer—if context is strategically managed. This fact is how Procter & Gamble, GE, Coca-Cola Company, Amazon, Google, Microsoft, and others make sure they get the best possible price. The use of context is changing the way companies price and sell in the new global economy. This readable and market-tested book describes the contextual pricing perspective, how it is being used in B2B and B2C markets, and how you can make the shift to contextual pricing in your own business. Whether you’re a CEO, P&L manager marketing director, sales manager, or entrepreneur, Contextual Pricing shows you how to: Understand how your customer will make buying decisions and the role of pricing in those decisions Establish better, more intuitive prices using context Develop contextual pricing strategies that defeat competitor pricing—how contextual pricing can be the antidote to destructive price wars Harmonize your pricing with branding, product development and channel strategies Increase your profits with proven pricing tools, such as scientific bundling, tiering, branding, upsell “hooks” and more Through its illuminating case-by-case studies, Contextual Pricing delivers a wide range of pricing techniques and customer insights that you won’t find anywhere else. You’ll learn how to avoid common pitfalls when raising or lowering prices and discover how you can compete in traditional or emerging digital marketplaces—and beat the competition through superior tactics, not through lower margins. When you know the secrets of Contextual Pricing, you can name your price, drive your sales, increase your profits, and own your success.
Contextual Pricing:  The Death of List Price and the New Market Reality

Contextual Pricing: The Death of List Price and the New Market Reality

1st Edition
By Robert Docters and Michael Barzelay and John Hanson and Cecilia Nguyen
ISBN10: 0071772464
ISBN13: 9780071772464
Copyright: 2012

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ISBN10: 0071772464 | ISBN13: 9780071772464



The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.

Program Details

Part 1 The Journey from Product to Context
1 Context and the Death of List Price
2 Why Value Matters Less with Competition
3 Which Contexts Matter to You?
4 Living in the Digital World
5 Antidotes to Price Pressure
Part 2 Pricing for Poets and Profit Maximizers
6 Price Structure
7 Scientific Bundling and Tiering
8 Dangerous Ways to Reduce or Increase Price
Part 3 Pricing Programs and the Marketing Mix
9 Segmentation, Context, and Time
10 The Hinge of Fate: Pricing Strategy
11 Higher Return: Introductory Pricing Strategies
12 Brand, Messaging, and Competition
Part 4 Tools for Management
13 First Steps and Missteps
14 Cheap and Cheerful Pricing Tools
15 Key Contextual Data Is Not in Your Company’s Database
16 An Enabling Systems Architecture
17 Creative Pricing

About the Author

Robert Docters

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

Michael Barzelay

John Hanson

Cecilia Nguyen