Small Business Series: How to Set Prices the Smart Way
- Presenter:
- Michael Goodman
- Moderator:
- Valerie Witt
- Broadcast:
- Fri, Aug. 17, 2007, 12pm ET (9am PT)
- Length:
- 90 minutes
- Rating:
Pricing strategy is the sleeping giant of marketing strategy. The marketing mix element with perhaps the greatest potential to affect the bottom line and properly position a brand or a company with its target audience—yet the one most often relegated to a simple financial or sales decision, without regard for its impact on the brand or company image.
This seminar will address the role of pricing as a marketing tool, and explain the potential risks an entrepreneur faces when the pricing strategy isn't consistent with the positioning or the other marketing mix elements.
It will also include case studies, a do-it-yourself example adapted from the real world and specific how to actions that deal with list prices, promotional pricing, and rules of thumb for various pricing strategies.
Be sure to check out the other events in this series:
Presenter
Michael Goodman is a senior marketing and management consultant with experience that spans the spectrum from micro-businesses and start-ups to the Fortune 25. He learned marketing at corporate giants Procter & Gamble, Frito-Lay and Playtex. He has consulted with clients in both business-to-business and business-to-consumer; local, regional, national and international markets; and industries ranging from industrial chemicals and consumer packaged goods to financial services and healthcare.
Who Should Attend?
This seminar will address both B2B and B2C markets. It's intended for:
- Marketers and general managers in small-and medium-sized companies
- Entrepreneurs who are planning to start a new business
- Service professionals and consultants in small practices
- Consultants and marketing service providers who serve the small business community
What Will You Learn?
- Why pricing is primarily a marketing function – and why it’s so often not treated that way;
- The difference between pricing in commodity markets versus proprietary markets;
- Why sales, finance, and marketing are constantly at odds with one another when it comes to pricing;
- Why consumers don’t know what they're willing to pay for a brand; and
- How to create a simple and effective tool to estimate price elasticity in YOUR business.
Note:
This series is a must for marketers and entrepreneurs in small and medium-sized companies where everyone has to pitch in and make sure the work gets done and products and services are delivered as promised. Taken together the sessions promise to deliver a virtual "SBMBA"—a Small Business MBA.
Register Now!
You have two choices. You can pay as you go, buying single sessions that interest you. Or you can buy a PRO Membership, and attend all our new PRO seminars and Take 10 webcasts over the next year, plus watch hundreds more from our library on-demand.
Questions?
- Seminar Help & FAQs
- Call our PRO Hotline: (866) 557-9625
- Contact seminars@marketingprofs.com
- Learn More About Our Seminars
Two Ways To Register
-
Buy the single session!
just $129.00 -
Become a PRO Member!
just $279With PRO Membership you'll gain:
- FREE access to 30+ live PRO seminars over the next year!
- Unlimited access to 250+ on-demand seminars in our library.
- PLUS exclusive PRO reports, discounts on our conferences & MarketingProfs University courses, and more!
Registrants & PRO Members
Sign in to access this session and all materials.
What Members Say About This Webcast
"It makes a brilliant case that pricing determines even the short term survivability of a business and captures the importance of value and product differentiation in determining any price. Finally, the seminar lays out extremely well the dangers in arbitrarily cutting prices."
"Great presentation... informative & insightful... immediately actionable. Michael Goodman rocks!"
"Very basic and clear understanding on price sensitivity and customer behavior."
"Shows the benefit of "what-if" simulations before price setting, instead of holding prices, or increasing and hoping for the best."
"It was beautifully organized, clearly presented, and used informative examples."
