Introduction
You will gain an understanding of the impact of pricing on sales, how pricing may be set to reflect the value perception held by customers and how psychological factors impact upon customer price perception. Gain an understanding of various pricing mechanisms and when they can be applied to best effect.
Key features
Speaker
John McKenzie
You will gain an understanding of the impact of pricing on sales, how pricing may be set to reflect the value perception held by customers and how psychological factors impact upon customer price perception. Gain an understanding of various pricing mechanisms and when they can be applied to best effect.
Key features
- Pricing is much more effective than cost management in driving profits
- What is value and how do customers perceive it – the Value Proposition
- Understanding price elasticity
- The psychology of pricing
- Pricing strategies we can pursue
- Cost, contribution and penetration based pricing.
- Target, skimming and discrimination based pricing.
- Decoy, psychological and value pricing.
- Competitor, going rate and commodity pricing.
Speaker
John McKenzie