Complete Course on Pricing and Revenue Growth Management

Quantify customer value by applying total economic value and total perceived value. Analyze how price sensitivity shapes willingness to pay, and consider functional, emotional, and relational attributes.

Explore the nine factors that determine customers' price sensitivity, from reference price effects to switching costs, price quality, fair price, prospect theory, relative expenditure, end benefit, and shared cost effects.

Learn how to assess price changes using price elasticity of demand and arc elasticity, and apply break-even analysis to preserve gross profit amid price or volume shifts.

Learn how to use incremental cost analysis to decide pricing. Focus on variable costs and capacity-related fixed costs, with examples showing when to accept or reject orders.

Learn to respond smartly to a price war by weighing costs of doing nothing, evaluating segmented price options, and defending value across threatened markets.

Explore the three pillars of pricing structure—multi-segment strategy, the price-value relationship, and self-segmentation—through demand curve examples, value maps, and a firm price plan.

Segment prices by creating different versions of our solutions through product design, using the most relevant attributes for customers such as screen size, connectivity, storage, performance, brand, and support.

Explore revenue management principles that balance supply and demand through price segmentation and data-driven pricing, illustrated by airline history and a car wash pricing example.

Educate potential customers about the innovation's benefits in the introduction phase by using sampling, demonstrations, direct selling, and distribution channels to build awareness and value.

Align pricing with the growth phase by recognizing rising price sensitivity and the need to reinforce a sustainable competitive advantage through either cost leadership, differentiation, or a niche.

Maximize profitability in the maturity phase by unbundling solutions, adjusting price levels, redefining price thresholds, and expanding the product range, while price sensitivity and value buyers dominate.

Learn how to design price promotions that drive trial and sales while protecting profitability, using special prices, free samples, coupons, and bonus packs for launches, market entry, and inventory management.

Explore how distribution channels influence retail prices, including minimum retail price conflict, and apply functional discounts, competition strategies, and selective retail options to protect manufacturer margins.

Explore how psychological pricing affects demand and consumption by presenting prices that create perceived savings. Investigate how 0.99 endings influence spending and channel effects.

Explore how the way prices are communicated shapes consumption and future demand, with examples on payment timing, subscription behavior, and bundling effects on usage and renewals.