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Marketing Articles: Pricing
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- Six Smart Tactics for Dealing With the Economic Downturn
by Michael BarrThis is no time for business as usual. To keep the customer and win the sale, a marketer has to outsmart the competition. But how do you motivate your customers to spend their marginal purchasing dollars on your product instead of the competition's? more - Endurance Training: Five Brand-Building Exercises by Kimberly SmithWhen the slow season strikes, devote some energy to pumping up your brand. These five exercises will show you where to start to best position yourself for the inevitable upturn. more
- How Social Media Is Changing the 4Ps of Marketing: Stories from Real Companies by Mack CollierAnyone who has taken Marketing 101 knows the 4 Ps of Marketing: Product, Price, Place and Promotion. But what you may not know is that some companies - including these four - are turning these Ps over completely to customers. (Graphic: David Armano.) more
- 'Value' Does Not Equal Low Price: How to Deliver Real Value to Your Customers by Edward HellenbeckEvery day, we are reminded that providing value to customers is a surefire route to success. True enough. But do you know what that really means? The concept of customer value has been around for over 20 years, and many books and articles have been written about it. Yet its ... more
- Common Pricing Traps to Avoid by John Hogan, Tom Lucke
- Managing the Risky Business of Marketing by Wayde FleenerMarketing is a risky business. Despite all the efforts at market and product research, customers are hard to read, and they don't always respond to offers the way marketers expect them to. It's probably no coincidence that CMOs have the shortest average job tenure among all C-level executives, according to ... more
- Common Pricing Traps to Avoid by John HoganIt is essential for companies to develop better pricing strategies for a larger and more complex worldwide marketplace. Our research shows that there is less than a 50% chance that new products will hit their volume and profit goals. Though there are numerous reasons for these failures, ineffective pricing strategies ... more
- Making Your Pricing Strategy Stick by John Hogan, Tom NagleAs any experienced marketer knows, developing strategy is one thing—managing the process to embed that strategy in the organization is quite another. All too frequently, companies make substantial investments in more effective pricing strategies and then fail to reap the expected return on that investment because they didn't sufficiently invest ... more
- Stop the Madness: The Formula for More Profitable Pricing by John Hogan, Tom NagleOne of the most difficult pricing challenges facing marketers is how to maintain consistent, value-based street prices in highly competitive markets where every deal is seemingly at risk. For many of us, the temptation to maintain flexible pricing policies in order to negotiate customer-specific deals is too much to resist. ... more
- How to Raise Prices: Three Key Questions to Guide Decision Making by Jeff ThullWith an improving economy, managers have grown increasingly aggressive in their efforts to raise prices. Unfortunately for many companies, rosy profit projections have been replaced by a frustrating inability to realize long-sought-after price increases. Are you among the managers stung by this fate? If so, here are three questions that ... more
- The Top 5 Myths of Strategic Pricing by John Hogan, Joe ZaleThe devil really is in the details. You've heard that old saw before, but when it comes to strategic pricing, the devil is also sneaking around your strategy. As a result, someone in your organization is making mistakes today that you'll need to correct. Over and over again, companies make ... more
- The Right Way (and the Wrong Way) to Increase Prices by George CressmanYes, the current business environment supports the ability to raise prices. And that's where the challenge emerges: many of the price increase announcements are being poorly executed. Mistake number one: The majority of announcements cite higher costs as the reason for increasing prices. The problem with this approach is that ... more
- Dear Tig: Seeking Flexible Clients and Work When You’re “Over-qualified” by Tig TillinghastThis week, Tig weighs in with what to do when you're over-qualified for a job, and answers: How do you convince a client to be more flexible with a contract? more
- Dear Tig: Ratting Out A Client Contact, and What’s the Best Way to Charge for Services Rendered? by Tig TillinghastRead Tig's two cents on evaluating the performance of a client contact. Also: What's the best way to charge for professional services? more
- Dear Tig: Testing Price Points, and What Happens to Advertising During a War? by Tig TillinghastThis week, Tig describes how to test various product price points. Also, he answers the question, What happens to advertising during a war? more
- Use Convenience to Provide Value to Your Customers by Rick SaucierYou don't always have to compete on price. Here's how you can add convenience to your service or product. more
- Does High-Tech Marketing Need a Different Toolkit? by Jakki MohrWhat do you need to know to market high-tech products? In a new book, Prof. Jakki Mohr lays out the essentials for anyone who needs to compete in the high-tech arena. more
- Five Things to Think About When Pricing Your Product by Allen WeissOne of the best ways to start with a pricing decision is to first answer several questions. While this isn't meant to provide an exact price for any product, it does significantly help ensure that many relevant issues are raised. more
- Profitable Strategies For Presenting Products with Multiple Options by Debbie MacInnisIf you sell a product that can be purchased with optional accessories, there are different ways of presenting this information. You might give them the base price, and sell the options in addition, or sell the product fully loaded with the choice of taking options away. Which way is best? more
- The EVC Method: How to Price a Product from the Customer's Perspective by Allen WeissWhat's the most a customer is willing to pay for a product? Learn how to think about it. more
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