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Setting a Pricing Strategy |
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The pricing process |
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What is a pricing strategy? |
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What is required to set a pricing strategy? |
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Examples of pricing strategies |
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Issues in Pricing and Distribution |
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Pricing through a distribution channel |
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Pricing to coordinate the channel |
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Dysfunctional channel pricing strategies |
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The Role of Costs in Pricing |
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Types of costs |
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General myths |
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How should costs affect pricing? |
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How can incremental and semi-fixed costs be estimated? |
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Case application |
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Strategies and Tactics of Segmented Pricing |
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Theory |
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Pricing differently to different customers/segments |
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Segment pricing techniques |
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Bundling |
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Pricing off list |
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Quantity discounts |
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Peak load pricing |
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Promotions |
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Strategies and Tactics of Value Pricing |
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What is value pricing? |
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How to set prices by focusing on value to the customer |
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Issues in implementing value pricing |
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Case application |
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Pricing in a Competitive Market |
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Concept of “competitive games” |
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“Prisoner’s dilemma” |
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Leader-follower behavior |
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Types of industries and likely competitive scenarios |
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Signaling |
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Estimating Price Sensitivity |
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Factors affecting price sensitivity |
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Using data to estimate price sensitivity |
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Use of marketing research techniques |
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Case application |
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Legal Aspects of Pricing |
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Account specific pricing |
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Price signaling |
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Super-aggressive pricing |
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Lawful resale price setting |
