Pricing

• The Five Simple Rules of Green Marketingby Jacquelyn OttmanPreview
  A strong commitment to environmental sustainability in product design and manufacturing can yield significant opportunities to grow your business, to innovate, and to build brand equity. In fact, if you don't manage your business with respect to environmental and social sustainability, your business may not be sustained! [Read the full story] Marketing Articles: Pricing
• How Social Media Is Changing the 4Ps of Marketing: Stories from Real Companiesby Mack CollierPreview
  Anyone 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.) [Read the full story] Marketing Articles: Pricing
• The 'Freemium' Business Model: Not Quite a Slam-Dunkby Nilofer MerchantPreview
  Can you make money by giving away your product? Absolutely—and companies like Adobe (PDF Reader) and Macromedia (Shockwave Player) have proven it. With Web 2.0, consumers have gotten a lot of things at no cost due to various monetization practices—and that's good. But should you give away your product? That's another question entirely. [Read the full story] Marketing Articles: Pricing
• The Five (Wrongheaded) Complaints Against Advertisingby Jerry KirkpatrickPreview
  The complaints against advertising are seemingly endless, limited only by the creativity of its critics. But advertising is fundamentally benevolent, the author says. Advertising is a communication technique that attempts to influence the behavior of others—no more nor less so than the techniques used by parents, journalists, teachers, and politicians. [Read the full story] Marketing Articles: Pricing
• Basics of Strategic and Tactical Pricingby Joy V. JosephPreview
  As one of the 4 Ps of marketing, pricing is the most direct way of communicating value to customers. It has the most direct impact on bottom-line performance. At the same time, price as a marketing instrument is tricky. Here's the basics of pricing from both a strategic and tactical angle. [Read the full story] Marketing Articles: Pricing
• Starbucks at the Crossroads: Disruption Junctionby Paul PaetzPreview
  Most marketers have heard by now of the kerfuffle about an internal memo, leaked through a popular Starbucks fan blogsite, penned by Starbucks Chairman Howard Schultz. The blogosphere is abuzz with the come-to-Jesus nature of Schultz's revelation that Starbucks may have lost its mystique. So what's next for the brand? [Read the full story] Marketing Articles: Pricing
• Marketing Challenge: Gross Sales vs. Gross Profitby Meryl K. Evans and Hank StrollPreview
  This week: Do you compensate a sales team on gross sales or gross profit for services? See if you agree with our experts. Coming up: Hate meetings? How can you make them productive? Add your two pesos. [Read the full story] Marketing Articles: Pricing
• Stunningly Awful Software Evaluations—A Strategy of Foolish Hope?by Peter CohanPreview
  Practicing these eight simple strategies will help reduce your quarterly revenues, delay deals, and consume resources foolishly. But making a few changes may move you from being a "victim of momentum" to achieving your numbers predictably. [Read the full story] Marketing Articles: Pricing
• Three Sales Leadership Challenges That Prevent Sales Force Successby Jeff ThullPreview
  There are many challenges in leading a winning sales team, but research has identified 3 key challenges that sales managers most commonly face. How are you currently approaching these situations? Are you getting the results you are looking for? [Read the full story] Marketing Articles: Pricing
• Bad Things Happen to Brands When Companies Run out of Ideasby Tom AsackerPreview
  Make no mistake about it: When companies run out of ideas, bad things happen to brands. Instead of differentiating their offerings with meaningful value-added features, like healthier and more flavorful products, time-saving recipes and packaging, or even emotive, associative value, marketers end up resorting to price cuts and special promotions. Instead of taking a long-term view of customer value and growth in sales, earnings and new product development, their focus shifts to a short-term desire to grow market share with discounting and deal-making. [Read the full story] Marketing Articles: Pricing
• Five Vital Points for Choosing a Lead-Generation Solutionby Christopher DoranPreview
  B2B marketers who are recognizing the limitations of today's email-marketing and Web-analytics applications for generating qualified sales leads are switching to lead-generation solutions to ensure a continuous stream of qualified leads. Keep these five points in mind to ensure that you make a purchase that meets the needs of your company. [Read the full story] Marketing Articles: Pricing
• High Tech Marketing/Business Model Boot Camp: Blue Plate Special, a la Carte, or All You Can Eat (Part 5)by Nilofer MerchantPreview
  Do you remember a time when most restaurant meals were the sit down, full-service, dessert-included variety? Even if all you wanted was a cup of soup or a simple salad, you were offered the blue plate special with everything at one price. Then the culinary folks came up with small plates, a la carte items, tastings, pairing menus, buffets and the like.... Similarly, high-tech companies have stopped serving everything one way with a side of structured licensing? Where once companies had to select / install / customize/upgrade, now we're allowed to use smaller-scale online services that do one thing really well, without integration and without customization. [Read the full story] Marketing Articles: Pricing
• High Tech Marketing/Business Model Boot Camp: Go-to-Market Mix in the Web 2.0 Era (Part 4)by Nilofer MerchantPreview
  Web 2.0 has changed what product definitions look like, and how things that are sold as 'free' can make money. So while the 4 Ps are a good start as buckets, let's update them for today's era and discuss what you need to be doing to keep your mix both relevant and impactful. Here's one take on what's happening…and some ideas on what you need to do to win your market. [Read the full story] Marketing Articles: Pricing
• 'Value' Does Not Equal Low Price: How to Deliver Real Value to Your Customersby Ed HellenbeckPreview
  Every 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 growth in popularity has also been accompanied by frequent misunderstandings and spotty application. Here we revisit the customer value concept, review a common misunderstanding about customer value, and present a comprehensive definition that both synthesizes existing research and serves as a model for delivering higher levels of value to your customers. Let's start with a misunderstanding. [Read the full story] Marketing Articles: Pricing
• Common Pricing Traps to Avoidby John Hogan and Tom LuckePreview
  [Read the full story] Marketing Articles: Pricing
• Managing the Risky Business of Marketingby Wayde FleenerPreview
  Marketing 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 executive search firm Spencer Stuart. Risky business, indeed. But it doesn't have to be that way. By borrowing risk analysis techniques from the investment and risk management world, it is possible for marketers to gain control. [Read the full story] Marketing Articles: Pricing
• The Next Generation of Web Analyticsby Xavier CasanovaPreview
  The Web analytics space is hot, customers are engaged, consultants busy, vendors optimistic. There's no question this is a healthy "industry." But intense competition among the top vendors has somewhat killed product innovation. Unfortunately, that's happening at a time when the next generation of the Internet—what some call Web 2.0—needs a totally different kind of Web analytics. [Read the full story] Marketing Articles: Pricing
• Common Pricing Traps to Avoidby John Hogan and Tom LuckePreview
  It 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 are one of the most overlooked aspects of new product development and marketing campaigns. There are three common pricing traps that can derail new consumer or business-to-business product marketing success. Avoiding these traps is critical for firms to drive new earnings and growth. [Read the full story] Marketing Articles: Pricing
• How to Determine the Best Price for Your Product or Serviceby Nick UsbornePreview
  When you're setting the price for physical goods, particularly commodity goods, you may not have a great deal of flexibility. But if you are selling something less tangible—like a service, a subscription, a seminar or downloadable report or book—the range of prices you can charge is very broad, and often surprising. [Read the full story] Marketing Articles: Pricing
• Making Your Pricing Strategy Stickby Tom Nagle and John HoganPreview
  As 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 in implementation. The truth is that implementing effective pricing strategy involves changing the expectations and behaviors of all of the actors involved in the sales process. Successful implementation requires targeting specific undesirable behaviors and devising a detailed plan to change them. There are three main ways to affect these behavioral changes. [Read the full story] Marketing Articles: Pricing
• Stop the Madness: The Formula for More Profitable Pricingby Tom Nagle and John HoganPreview
  One 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. Like a dieter trying to lose weight, these marketers try to "cheat" by treating themselves to a one-time price discount to close a particular deal. However, just like the dieter who must face the reality of the scale at the end of the week, price cheaters must face the reality of their bottom line. Unfortunately, that reality, all too often, is increased price erosion and decreasing margins. [Read the full story] Marketing Articles: Pricing
• Driving Forces of Commoditizationby Jeff ThullPreview
  Rapid commoditization of products and services is exasperating even the most skilled professionals. The solution provider is struggling to differentiate its unique products and services. Simultaneously, customers are putting the squeeze on margins and driving unique value to the lowest common denominator—price. How is this happening? Why is the trend increasing at an alarming rate? And how can you hold your price and get paid for the value you deliver? [Read the full story] Marketing Articles: Pricing
• How to Raise Prices: Three Key Questions to Guide Decision Makingby Joe ZalePreview
  With 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 should lead to an informed understanding of the problem and where you should focus your energy and resources. [Read the full story] Marketing Articles: Pricing
• The Top 5 Myths of Strategic Pricingby John E. Hogan and Joe ZalePreview
  The 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 fundamental blunders in their pricing strategy. A common reason for this is that managers carry rules and techniques from one environment into another. What may work in one situation becomes merely myth in another. Are you buying into any of the following myths? [Read the full story] Marketing Articles: Pricing
• The Right Way (and the Wrong Way) to Increase Pricesby George E. CressmanPreview
  Yes, 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 it sets the stage for future price sensitivity and demands for price concessions. So what's the right way to increase prices? [Read the full story] Marketing Articles: Pricing
• How to Avoid New-Product Pricing Trapsby John E. Hogan and Tom LuckePreview
  Most companies are missing a significant opportunity to maximize revenue and profits due to dysfunctional pricing strategies. [Read the full story] Marketing Articles: Pricing
• SWOT Team: Standing out From the Crowdby Meryl K. Evans and Hank StrollPreview
  How does a writer develop a niche and stand out from the competition? Also this week, read your answers to last week's dilemma: How do we get paid what we are worth? [Read the full story] Marketing Articles: Pricing
• Dear Tig: Seeking Flexible Clients and Work When You’re “Over-qualified”by Tig TillinghastPreview
  This 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? [Read the full story] Marketing Articles: Pricing
• Dear Tig: Ratting Out A Client Contact, and What’s the Best Way to Charge for Services Rendered?by Tig TillinghastPreview
  Read Tig's two cents on evaluating the performance of a client contact. Also: What's the best way to charge for professional services? [Read the full story] Marketing Articles: Pricing
• Dear Tig: Testing Price Points, and What Happens to Advertising During a War?by Tig TillinghastPreview
  This week, Tig describes how to test various product price points. Also, he answers the question, What happens to advertising during a war? [Read the full story] Marketing Articles: Pricing

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