Setting Profitable Prices: A Step-by-step Guide to Pricing Strategy-Without Hiring a Consultant

pt. 1 HOW TO SET PRICES FOR MAXIMUM PROFITS ch. 1 Why Pricing Is the Key to Your Success Raise Prices -or Sell More Products? Big-Company Case History Tiny-Company Case History ch. 2 Why Most Companies Stink at Pricing (and How You Can Do Better!) The "Myth" of Creating Demand Curves How Your Competitors Are Setting Prices Cost-Pius Pricing Match-Your-Competitors Pricing pt. 2 HOW THE MARKET WILL VALUE YOUR NEW PRODUCT ch. 3 Analyzing Your Competitors' Prices You Do So Have Competitors! How to "Pick" Your Competitors Direct vs. Indirect Competitors How Consumers Evaluate Prices How to Get Profitable Ideas from Your Competitors ch. 4 Environmental Factors That Can Affect Your Pricing Environmental Factors Overview The Economy Competitors Government Regulation and Legal Social Trends Technological Change ch. 5 Pick the Positioning of Your New Product Contents note continued: There Are Only 3 Choices! The Psychology of Price Positioning Penetration Price Positioning Skimming (or Premium) Price Positioning Competitive Price Positioning Learning More about Competitive Pricing ch. 6 Analyzing Your Buyer Benefits/Drawbacks Relative to Your Competitors Uncovering What Buyers Really Value/Hate about Products in Your Marketplace Learn More about Calculating Buyer Valuation of Different Features ch. 7 Picking a "Ballpark" for Your Best Price You Will Not Be "Stuck" with Your Decision! Can't Make a Profit at that Price Range? Not Sure about Your Results? Learn More about Buyers' Reactions to Price Ranges pt. 3 YOUR COST ANALYSIS ch. 8 Evaluating Your Costs The Ideas Behind "Target Costing" and "Target Engineering" Types of Costs The Hardest Part of Calculating Costs Reasons for Launching a Product that Doesn't Cover Overhead pt. 4 FINE-TUNING YOUR PRICE Contents note continued: ch. 9 Is Your Profit Potential Acceptable? If You're Happy with Your Potential Profits If You're Not Happy with Your Potential Profits Next Step ch. 10 Psychological Adjustments to Your Price Understanding "Barriers" in Prices Staying below Barriers Increasing Prices up to Barriers Numbers that Say "Discount" to Buyers Test Your Knowledge! Visually Appealing Prices Selling to Businesses Learn More about Thresholds Learn More about the Effect of Numbers pt. 5 TESTING YOUR PRICES ch. 11 Testing Prices The Psychology of You -in Setting Prices Can You Test? The Difference between Testing and Research ch. 12 Using Google to Test Prices for Free (or Almost Free) Two Methods for Almost-Free Testing!! Using Google Optimizer to Test Multiple Things pt. 6 PRICING IN SPECIAL SITUATIONS ch. 13 Pricing Services Imagine No Chapter 13! The Complications of Setting Prices for Services Contents note continued: The Myth of Pricing Based on "What You Want to Earn" Pricing by the Hours versus the Job Finding What Service Competitors Charge Picking Your Price Positioning What Your Price Says about Your Firm How to Charge Higher Prices to Those Willing to Pay More ch. 14 Pricing New Products/Services, Part 1: When Your Brand Is Unknown The Problems in Pricing Something New Price Equals Quality Buyer Perception Does Quality Equal Likelihood-to-Buy? Understanding "Bargain Hunters" Price Preferences by Product Type Detailed Research on Buyer Price Position Preferences Additional Research on Preferred Prices Learn More about Risk and Pricing ch. 15 Pricing New Products/Services, Part 2: Competing with Established Brands When Your Competitors Are Established Brands Risk Avoidance Price Premiums for Known Brands Discounting Differences What Causes Customers to Switch to a New Brand? Contents note continued: What Happens after Buyers Switch? Shocking Findings on Brand Names So What Does it All Mean for Pricing a New Product/Service? ch. 16 Pricing with Discounts Discounts: A Double-Edged Sword When Discounts Worry Consumers Determining Best Discount Levels Discounts' Effect on Quality Ratings and Purchase Concluding Thoughts on Pricing, and Especially on Testing Prices.