{"product_id":"setting-profitable-prices-website-9781118430767","title":"Setting Profitable Prices  Website","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eTime-tested strategies for making the best possible pricing decisions and gaining an unbeatable competitive advantage\u003c\/b\u003e  \u003cp\u003ePricing is one of the most importantand difficultmarketing problems companies face when launching new products. Unfortunately, the research that goes into making optimal pricing decisions is a very time-consuming processunless, that is, you can afford to pay a consultant or outside agency to do it for you. But if you''re like most small- to medium-sized business owners and managers, time and money are two things you absolutely don''t have to spare. Problem solved: Written by a nationally recognized pricing expert, this book arms you with proven strategies for guaranteeing that you''ll never again leave money on the table when determining prices. And you''ll spend the least possible time setting your more profitable prices.\u003c\/p\u003e \u003cul\u003e \u003cli\u003ePacked with valuable worksheets and other valuable tools to help guide your research and your pricing decision-making\u003c\/li\u003e \u003cl\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003ePreface xv\u003c\/p\u003e \u003cp\u003eAuthor Credentials xv\u003c\/p\u003e \u003cp\u003eIf You Can Afford a Pricing Consultant . . . xvi\u003c\/p\u003e \u003cp\u003eDon’t Have the Cash to Invest? xvii\u003c\/p\u003e \u003cp\u003eHow Big of a Rush Are You In? xvii\u003c\/p\u003e \u003cp\u003eChapter Summaries xviii\u003c\/p\u003e \u003cp\u003eAcknowledgments xxi\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART 1 HOW TO SET PRICES FOR MAXIMUM PROFITS 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Why Pricing Is the Key to Your Success 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRaise Prices—or Sell More Products? 3\u003c\/p\u003e \u003cp\u003eBig-Company Case History 5\u003c\/p\u003e \u003cp\u003eTiny-Company Case History 5\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Why Most Companies Stink at Pricing (and How You Can Do Better!) 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe “Myth” of Creating Demand Curves 8\u003c\/p\u003e \u003cp\u003eHow Your Competitors Are Setting Prices 9\u003c\/p\u003e \u003cp\u003eCost-Plus Pricing 9\u003c\/p\u003e \u003cp\u003eMatch-Your-Competitors Pricing 11\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART 2 HOW THE MARKET WILL VALUE YOUR NEW PRODUCT 13\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Analyzing Your Competitors’ Prices 15\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYou Do So Have Competitors! 15\u003c\/p\u003e \u003cp\u003eHow to “Pick” Your Competitors 16\u003c\/p\u003e \u003cp\u003eDirect vs. Indirect Competitors 16\u003c\/p\u003e \u003cp\u003eHow Consumers Evaluate Prices 18\u003c\/p\u003e \u003cp\u003eHow to Get Profitable Ideas from Your Competitors 19\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Environmental Factors That Can Affect Your Pricing 21\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEnvironmental Factors Overview 21\u003c\/p\u003e \u003cp\u003eThe Economy 21\u003c\/p\u003e \u003cp\u003eCompetitors 24\u003c\/p\u003e \u003cp\u003eGovernment Regulation and Legal 24\u003c\/p\u003e \u003cp\u003eSocial Trends 25\u003c\/p\u003e \u003cp\u003eTechnological Change 26\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Pick the Positioning of Your New Product 29\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThere Are Only 3 Choices! 29\u003c\/p\u003e \u003cp\u003eThe Psychology of Price Positioning 30\u003c\/p\u003e \u003cp\u003ePenetration Price Positioning 31\u003c\/p\u003e \u003cp\u003eSkimming (or Premium) Price Positioning 35\u003c\/p\u003e \u003cp\u003eCompetitive Price Positioning 38\u003c\/p\u003e \u003cp\u003eLearning More about Competitive Pricing 40\u003c\/p\u003e \u003cp\u003eChapter 6 Analyzing Your Buyer Benefits\/Drawbacks Relative to Your Competitors 43\u003c\/p\u003e \u003cp\u003eUncovering What Buyers Really Value\/Hate about Products in Your Marketplace 44\u003c\/p\u003e \u003cp\u003eLearn More about Calculating Buyer Valuation of Different Features 44\u003c\/p\u003e \u003cp\u003eChapter 7 Picking a “Ballpark” for Your Best Price 47\u003c\/p\u003e \u003cp\u003eYou Will Not Be “Stuck” with Your Decision! 48\u003c\/p\u003e \u003cp\u003eCan’t Make a Profit at that Price Range? 49\u003c\/p\u003e \u003cp\u003eNot Sure about Your Results? 49\u003c\/p\u003e \u003cp\u003eLearn More about Buyers’ Reactions to Price Ranges 50\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART 3 YOUR COST ANALYSIS 53\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Evaluating Your Costs 55\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Ideas Behind “Target Costing” and “Target Engineering” 55\u003c\/p\u003e \u003cp\u003eTypes of Costs 56\u003c\/p\u003e \u003cp\u003eThe Hardest Part of Calculating Costs 57\u003c\/p\u003e \u003cp\u003eReasons for Launching a Product that Doesn’t Cover Overhead 58\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART 4 FINE-TUNING YOUR PRICE 59\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Is Your Profit Potential Acceptable? 61\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIf You’re Happy with Your Potential Profits 61\u003c\/p\u003e \u003cp\u003eIf You’re Not Happy with Your Potential Profits 62\u003c\/p\u003e \u003cp\u003eNext Step 66\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Psychological Adjustments to Your Price 67\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding “Barriers” in Prices 68\u003c\/p\u003e \u003cp\u003eStaying below Barriers 68\u003c\/p\u003e \u003cp\u003eIncreasing Prices up to Barriers 69\u003c\/p\u003e \u003cp\u003eNumbers that Say “Discount” to Buyers 70\u003c\/p\u003e \u003cp\u003eTest Your Knowledge! 71\u003c\/p\u003e \u003cp\u003eVisually Appealing Prices 72\u003c\/p\u003e \u003cp\u003eSelling to Businesses 73\u003c\/p\u003e \u003cp\u003eLearn More about Thresholds 74\u003c\/p\u003e \u003cp\u003eLearn More about the Effect of Numbers 75\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART 5 TESTING YOUR PRICES 77\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Testing Prices 79\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Psychology of You—in Setting Prices 79\u003c\/p\u003e \u003cp\u003eCan You Test? 81\u003c\/p\u003e \u003cp\u003eThe Difference between Testing and Research 81\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 Using Google to Test Prices for Free (or Almost Free) 83\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTwo Methods for Almost-Free Testing!! 83\u003c\/p\u003e \u003cp\u003eUsing Google Optimizer to Test Multiple Things 87\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART 6 PRICING IN SPECIAL SITUATIONS 91\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13 Pricing Services 93\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eImagine No Chapter 13! 93\u003c\/p\u003e \u003cp\u003eThe Complications of Setting Prices for Services 94\u003c\/p\u003e \u003cp\u003eThe Myth of Pricing Based on “What You Want to Earn” 94\u003c\/p\u003e \u003cp\u003ePricing by the Hours versus the Job 94\u003c\/p\u003e \u003cp\u003eFinding What Service Competitors Charge 96\u003c\/p\u003e \u003cp\u003ePicking Your Price Positioning 97\u003c\/p\u003e \u003cp\u003eWhat Your Price Says about Your Firm 97\u003c\/p\u003e \u003cp\u003eHow to Charge Higher Prices to Those Willing to Pay More 98\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14 Pricing New Products\/Services, Part 1: When Your Brand Is Unknown 101\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Problems in Pricing Something New 101\u003c\/p\u003e \u003cp\u003ePrice Equals Quality Buyer Perception 102\u003c\/p\u003e \u003cp\u003eDoes Quality Equal Likelihood-to-Buy? 102\u003c\/p\u003e \u003cp\u003eUnderstanding “Bargain Hunters” 103\u003c\/p\u003e \u003cp\u003ePrice Preferences by Product Type 103\u003c\/p\u003e \u003cp\u003eDetailed Research on Buyer Price Position Preferences 104\u003c\/p\u003e \u003cp\u003eAdditional Research on Preferred Prices 107\u003c\/p\u003e \u003cp\u003eLearn More about Risk and Pricing 110\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15 Pricing New Products\/Services, Part 2: Competing with Established Brands 113\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhen Your Competitors Are Established Brands 113\u003c\/p\u003e \u003cp\u003eRisk Avoidance 116\u003c\/p\u003e \u003cp\u003ePrice Premiums for Known Brands 117\u003c\/p\u003e \u003cp\u003eDiscounting Differences 120\u003c\/p\u003e \u003cp\u003eWhat Causes Customers to Switch to a New Brand? 124\u003c\/p\u003e \u003cp\u003eWhat Happens after Buyers Switch? 126\u003c\/p\u003e \u003cp\u003eShocking Findings on Brand Names 127\u003c\/p\u003e \u003cp\u003eSo What Does it All Mean for Pricing a New Product\/Service? 127\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16 Pricing with Discounts 129\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDiscounts: A Double-Edged Sword 129\u003c\/p\u003e \u003cp\u003eWhen Discounts Worry Consumers 130\u003c\/p\u003e \u003cp\u003eDetermining Best Discount Levels 136\u003c\/p\u003e \u003cp\u003eDiscounts’ Effect on Quality Ratings and Purchase 137\u003c\/p\u003e \u003cp\u003eConcluding Thoughts on Pricing, and Especially on Testing Prices 139\u003c\/p\u003e \u003cp\u003eAppendix of Worksheets 141\u003c\/p\u003e \u003cp\u003eBibliography 157\u003c\/p\u003e \u003cp\u003eAbout the Author 171\u003c\/p\u003e \u003cp\u003eAbout the Companion Web Site 173\u003c\/p\u003e \u003cp\u003eIndex 175\u003c\/p\u003e\u003c\/l\u003e\n\u003c\/ul\u003e","brand":"John Wiley \u0026 Sons","offers":[{"title":"Default Title","offer_id":51769055347031,"sku":"9781118430767","price":34.19,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781118430767.jpg?v=1758719480","url":"https:\/\/bookcurl.com\/products\/setting-profitable-prices-website-9781118430767","provider":"Book Curl","version":"1.0","type":"link"}