Pricing making profitable decisions
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| Ausgabe: | 3. ed.; International editions |
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| 100 | 1 | |a Monroe, Kent B. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Pricing |b making profitable decisions |c Kent B. Monroe |
| 250 | |a 3. ed.; International editions | ||
| 264 | 1 | |a Boston u. a. |b McGraw-Hill Irwin |c 2005 | |
| 300 | |a XXVI, 658 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a McGraw-Hill higher education | |
| 650 | 4 | |a Pricing | |
| 650 | 0 | 7 | |a Preispolitik |0 (DE-588)4047118-4 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Management |0 (DE-588)4037278-9 |2 gnd |9 rswk-swf |
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| 689 | 0 | 1 | |a Preispolitik |0 (DE-588)4047118-4 |D s |
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| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-016761331 | |
Datensatz im Suchindex
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| _version_ | 1824052495632039936 |
| adam_text | BRIEF
CONTENTS
SECTION ONE
INTRODUCTION
1
1
Effective Pricing Management
2
SECTION TWO
ECONOMIC FOUNDATIONS OF PRICING THEORY
25
2
The Economics of Price Determination
26
3
The Economics of Information
55
4
Signaling and Managing Competition
77
SECTION THREE
UNDERSTANDING CUSTOMER AND BUYER BEHAVIOR
101
і
Behavioral Foundations for Pricing Management
102
6
Pricing Practices that Endanger Profits
128
Ί
Price and Customer s Perceptions of Value
158
8
Customer Value Analysis
191
9
Research Methods for Pricing Decisions
2І9
SECTION FOUR
PROFITABILITY ANALYSIS FOR PRICING DECISIONS
253
10
The Role of Costs in Pricing Decisions
255
11
Using Leverage for Developing Pricing Strategies
282
12
Marketing Profitability Analysis
314
XVI
Brief Contents xvii
SECTION
FIVE
DEVELOPING PRICING STRATEGIES
345
13
Experience Curve Pricing
347
14
Pricing Over the Product Life Cycle
365
15
Product-Line Pricing
395
SECTION SIX
MANAGING THE PRICING FUNCTION
431
16
Developing a Price Structure
435
17
Pricing to and through the Channel
470
18
Legal Aspects of Pricing Strategy
509
SECTION SEVEN
SPECIAL TOPICS ON PRICING
545
19
Auctions and Competitive Bidding
546
20
Extending the Concepts of Strategic Pricing
562
21
Pricing on the Internet
596
SECTION EIGHT
RECOMMENDATIONS
617
22
Guidelines for Better Pricing Decisions
618
GLOSSARY
634
INDEX
644
CONTENTS
SECTION ONE
INTRODUCTION
1
Chapter
1
Effective Pricing
Management
2
The Role of Price
4
The Definition of Price
5
Pricing Terms
5
Ways to Change Price
5
Importance of Price Decisions
8
Faster Technological Progress
9
Proliferation of New Products
9
Increased Demand for Services
9
Increased Global Competition
10
The Changing Legal Environment
10
Economic Uncertainty
10
Summary II
Conceptual Orientation
to Pricing
11
Implications of Current
Pricing Decisions
і
2
Demand Implications
13
Cost Implications
14
Marketing and Distribution Strategy
Implications
16
Proactive Pricing
17
Managerial Pricing Orientation
18
The Three Levels of Pricing
Management
19
Level
1:
Understanding the Economic
and Competitive Environment
20
Level
2;
Developing Product and
Market Pricing Strategy
20
Level
3:
Administering the Pricing
Process
21
Summary
21
Discussion Questions
22
Suggested Readings
23
SECTION TWO
ECONOMIC FOUNDATIONS
OF PRICING THEORY
25
Chapter
2
The Economics of Price
Determination
26
Price Determination in Theory
26
The Profit-Maximizing Firm
27
Challenges to the Profit Maximization
Objective
29
Coiporate and Pricing Objectives
30
Profitability Objectives
30
Volume-Based Objectives
32
Competitive Objectives
32
Establishing Relevant Pricing
Objectives
33
Market Structure: Degree of
Competition
35
Perfect Monopoly
36
Perfect and Imperfect Competition
36
Monopolistic Competition
37
Oligopoly
37
The Laws of Supply and Demand
38
The Law of Demand
38
The Law of Supply
38
Equilibrium: The Intersection of Supply
and Demand
39
Economie
Theory of Buyer
Behavior
39
Åssumptians
40
Solution
41
Some Useful Concepts from Price
Theory
42
»Mi
Contents xix
Demand Elasticity
42
Relationships among the Elasticities of
Demand
46
Revenue Concepts
47
Consumers
Surplus
50
Summary
51
Discussion Questions
52
Suggested Readings
53
Chapter
3
The Economics of
Information
55
Some Pricing Anomalies
56
Possible Reasons for Observed Pricing
Anomalies
59
Do Buyers Learn through
Experience?
60
Economics of Information
63
Stigler s Model
63
Nelson s Contribution
65
Implications for Buyers
Search
Behaviors
67
Nature and Extent of Buyer
Search
69
Buyers Information Search and Pricing
Decisions
72
Do Managers Misread Buyer
Search?
74
Summary
74
Discussion Questions
75
Suggested Readings
76
Chapter
4
Signaling and Managing
Competition
77
Adverse Selection
78
Types of Quality Signals SO
Low Price versus High Price SI
Brand Equity
83
Warranties and Guarantees
85
Summary
86
Moral
Hazard
86
Price Premiums
87
Product Warranties and
Guarantees
88
Summary of Information
Asymmetry
89
Competitive Signaling
89
Avoiding Price Wars
92
Negative Effects of Price Wars
92
Causes of Price Wars
93
Staying Out of Price Wars
94
Summary
97
Discussion Questions
98
Suggested Readings
98
SECTION THREE
UNDERSTANDING
CUSTOMER AND BUYER
BEHAVIOR
101
Chapter
5
Behavioral Foundations for
Pricing Management
102
Perception
103
Traditional Model
103
Criticism of the Model
104
Multidimensional Role of Price on
Buyers Perceptions
і
05
Psychophy sics of Prices
108
Processing of Prices as Numerical
Information
109
Numerical Cognition Processes HO
Complexity of Numerical
Information 111
Comparing and Discriminating
Numbers 111
Implications for Pricing
Management
112
Analysis of the Effects of
Odd Prices
113
The Odd Effect
113
Perceptual and Cognitive
Effects
113
Sales and Profit implications
116
Price Awareness
119
xx Contents
Remembering
versus
Knowing
121
Conscious versus Nonconscious Price
Information Processing
122
Assessing Buyers Processing of Price
Information
123
Commonly Used Measures of Price
Awareness
124
Summary
125
Discussion Questions
126
Suggested Readings
127
Chapters
Pricing Practices that
Endanger Profits
128
Reference Prices
128
A Brief Historical Perspective
128
Theoretical Bases for Reference
Prices
130
Integrating the Theories
135
Implications for Pricing Strategies
and Tactics
136
Product-Line Pricing
136
Order of Presenting Prices
137
Introductory Pricing Strategies
and Tactics
138
Price Thresholds
141
Absolute Price Thresholds
141
Differential Price Thresholds
145
Decomposing Price Elasticity
149
Summary
155
Discussion Questions
156
Suggested Readings
157
Chapter
?
Price and Customer s Perceptions
of Value
158
Price and Perceived Value
159
The Price-Perceived Quality
Relationship
159
The Price-Perceived Monetary Sacrifice
Relationship
163
Integrating .Price, Quality, and Sacrifice
Information
168
Modeling the Price—Quality and
Price-Sacrifice Trade-offs
169
The Effect of Time Pressure on Buyers
Perceptions of Value
174
Decomposing Perceived
Product Value
176
Acquisition Value
176
Transaction Value
177
Enhancing Transaction Value
179
Framing Price Offers and
Price Changes
181
Comparative Price Advertising
183
Effects of Plausible Reference
Prices
183
Effects of Implausible Reference
Prices
184
Available Empirical Evidence
185
Tensile Price Claims
188
Summary
188
Discussion Questions
188
Suggested Readings
190
Chapters
Customer Value Analysis
191
Vafoe Analysis Management
191
Value versus Price
193
Components of Perceived Acquisition
Value
193
The Concept of Benefits
196
Improving Perceived Acquisition
Value
197
The Five Steps of Value-Oriented
Pricing
199
Step One: Conceptualize Customer
Шие
199
Step
Ћго:
Understand the Key Value
Driven for Customers
200
Step Three: Calculate Customer
Value
201
Step Four: Communicate Value to
Customers
212
Step Five: Develop Ways to Capture
Customer Value
213
Contingency Value Pricing
214
Contents xxi
Summary
216
Discussion Questions
217
Suggested Readings
217
Chapters
Research Methods for
Pricing Decisions
219
Pricing Strategy and Pricing
Research
219
Some Fundamental Questions
220
Three Basic Pricing Research
Issues
221
General Pricing Research
Approaches
222
Surveys
222
Experimentation
224
Statistical Methods and Models
225
Panels
226
Some Specific Price Research
Techniques
226
Estimating Price-Level Sensitivity
(Absolute Price Thresholds)
227
Detennining Willingness to Buy
237
Estimating Sensitivity to Price
Differences
239
Summary
248
Discussion Questions
250
Suggested Readings
251
SECTION FOUR
PROFITABILITY ANALYSIS
FOR PRICING
DECISIONS
253
Chapter
10
The Role of Costs in
Pricing Decisions
255
Cost Fundamentals
255
Buyers
Cests
256
Competitors Costs
256
Suppliers
Costs
256
Sellers Costs
257
Importance of Costs in Pricing
257
Cost Concepts and Classifications
258
Cost Concepts
259
Cost Behavior
261
Determinants of Cost Behavior
264
The Issue of Recovering Costs
266
Elements of Profitability
268
Breakeven Analysis
269
Profit Analysis
271
Extension of Breakeven Analysis
273
Some Useful Guidelines for
Breakeven Analysis
275
Limitations of Breakeven Analysis
277
Summary
278
Discussion Questions
279
Suggested Readings
280
Chapter
11
Using Leverage for Developing
Pricing Strategies
282
Operating Leverage
283
Testing Pricing Alternatives
285
Computing Necessary Volume
Changes
287
Computing Required Price
Elasticities
290
Financial Leverage
290
Combined Leverage
291
Requirements for Successful Price
Reduction Strategies
292
Equal Profit Analysis
292
Extensions to the Analysis
296
Change in Unit Variable Casts
296
Change in Fixed Costs
296
Responding to a Competitive Price
Decrease
297
The Effect of the Monetary
Sales Mix
297
Pricing
with Scarce Resources
301
The Problem of Common
Resources
303
Resource Allocation Criteria
305
The Contribution per Resource Unit
Criterion
306
xxii Contents
Pricing the Product Line
Using CPRU
307
Summary
309
Discussion Questions
311
Suggested Readings
312
Chapter
12
Marketing Profitability
Analysis
314
Need for Marketing and Customer
Cost Data
315
Responsibilities of Marketing and
Distribution Management
316
Benefits of Marketing and Distribution
Cost Data
317
Contributions to Pricing
318
Nature of Marketing Profitability
Analysis
319
Marketing Cost Classifications
320
Contribution Approach
320
Net Profit Approach
322
Customer Profitability Analysis
328
The Concept of Customer
Profitability
329
Enhancing Customer Profitability
333
Solutions for Unprofitable
Customers
335
Improving Retail Management with
Better Cost Information
337
Starting a Profitability Analysis
Program
339
Summary
341
Discession
Questions
341
Suggested Readings
343
SECTION FIVE
DEVELOPING PRICING
STRATEGIES
345
Chapter
13
Experience Carve Pricing
347
Tbe Phenomenon of the Experience
Carve
348
Costs and Experience
349
Prices and Experience
351
Managing the Experience Effect
354
Types of Experience Curves
355
The Insatiable Appetite of Market
Growth
355
Using Price to Increase Market
Share
357
Summary
358
Discussion Questions
360
Appendix
360
Applying the Experience Curve
360
Relationship between
b
and the
Experience Rate
361
Cost Estimation with Cost of First
Unit Known
361
Finding the Experience Curve from
Two Points
362
Developing Cost Estimates with a
Unknown
362
Discussion Questions
364
Suggested Readings
364
Chapter
14
Pricing Over the Product
Life Cycle
365
Product Life Cycles—The Conceptual
Model
365
Development Stage
366
Introduction
367
Growth
367
Maturity
368
Saturation
363
Skakeout
368
Decline
368
Price Elasticity over the Product
Life Cycle
368
Strategy Implications
370
Basie
Pricing Decisions
371
New-Product Pricing
372
Factors to Consider When Pricing
New Products
373
Estimating Demand for a Mew
Product
374
Contents xxiii
Selecting
Probable
Prices
376
Buyers
Alternatives 376
•
Pricing the Superiority
Differential
377
Estimating Costs
378
Estimating the Price—Volume—Profit
Relationship
380
Alternatíve
Strategies for Pricing a
New Product
380
Summary
384
Gillette s New Product Pricing
385
Pricing During Growth
387
Pricing During Maturity
388
Pricing a Declining Product
390
Focused Price Reductions
390
Base Product versus Option
Prices
391
Channel Specific Pricing
392
Pricing According to Customers
Perceived Values
392
Price Bundling
392
Product Redesign
392
Summary
393
Discussion Questions
393
Suggested Readings
394
Chapter
15
Product-Line Pricing
395
Nature of the Decision Problem
395
Conceptual Framework
397
Product-Line Examples
399
Determining End Prices and Price
Differentials
400
End-Price Concept
400
Determining Price Differentials
402
Managing Quality Cues
403
Guidelines for Setting Price
Differentials
405
Some Applications of Differential
Pricing in
a Frodaci
Line
406
Price Bundling
409
Types of Price Bundling
410
Rationale for Price Bundling
411
Economics of Price Bundling
412
Developing a Price-Bundling
Strategy
413
Step I: Define Customer Segment
Targets
413
Step
2:
Determine the Bundling
Objectives
413
Step
3:
Determine Demand
Requirements for Each Objective
414
Step
4:
Determine the Profitability of
Alternative Strategies
415
Criteria for Selecting Products
to Bundle
415
Presenting the Bundle Offer
416
Summary
419
Yield Management and
Differential Pricing
420
The Nature of the Airline Pricing
Problem
421
The General Perishable-Asset Revenue
Management Problem
423
Conditions for Using
ЋеМ
Management
426
Benefits of a Revenue Management
Pricing Program
429
Summary
430
Discussion Questions
430
Suggested Readings
431
SECTION SIX
MANAGING THE PRICING
FUNCTION
431
Chapter
16
Developing a Price
Structure
435
Managing Transactions
435
An Overview of Discount
Decisions
438
Trade or Functional Discounts
439
Promotional Discounts
440
Cash Discounts
440
Advance-Purchase Discounts
44Θ
Peak-Load Pricing
441
xxi» Contents
Quantity
Discounts 442
An
Example
442
Quantity
Discount
Structures
444
Nonlinear Pricing
444
All You Can Eat Pricing
448
A Simple Quantity Discount
Model
449
Some Additional Managerial
Issues
452
Pricing Special Orders
452
Legal Considerations
454
Cash Discounts and Credit
Decisions
455
Reasons for Cash Discounts
456
Problems with Cash Discounts
457
Communicating the Value of a Cash
Discount
457
Geographical Pricing Decisions
458
F.O.B. Origin Pricing
459
Delivered Pricing
459
Legal Considerations
464
Using Price Structure to Gain
Competitive Advantage
465
Summary
467
Discossion Questions
468
Suggested Readings
468
Chapter
17
Pricing to and through
the Channel
470
Trade and Functional Discounts
471
Legal status of Functional
Discounts
471
Dual-Function Discounts
472
Guidelines for Setting Functional
Discount Policy
474
Price Promotions and Deals
476
Incidence of Price Promotions
477
Effect of Price Promotions on Buyers
Perceptions
478
Price Promotion as Price
Discrimination
478
Price Promotion Decision
Variables
479
Who Responds to Price
Promotions?
481
The Tactics of Price Promotions
481
Some Perspectives on Price
Promotions
486
Immediate Effects of Price
Promotions
486
Intermediate Effects of Price
Promotions
488
Long-Term
Effects of Price
Promotions
489
Summary
491
Estimating the Profitability of Price
Promotions
491
Trade Promotions
496
Everyday Pricing versus High-Low
Pricing
497
Price-Matching Guarantees
500
Effect on Competition and Market
Prices
500
How Do Setters Apply Price-Matching
Guarantees?
501
Customer Perceptions and Response to
Price-Matching Guarantees
502
Development and the Future of Price-
Matching Guarantees
503
Guidelines for Enhancing Distributor
Performance
503
Sales Compensation Plans
505
Summary
506
Discussion Questions
507
Suggested Readings
508
Chapter
18
Leg^I Aspects of Pricing
Strategy
509
An overview of Major Federal Laws
Affecting Pricing
510
Collusion: Fixing Prices, Rivals,
and Rules
511
Price Fixing
5ІЗ
Exchanging Price Information
517
Parallel Pricing and Price
Signaling
517
Contents xxv
Predatory Pricing
517
Other Important Laws
520
The Nature of Price
Discrimination
521
Provisions of the Robinson-Patman
Act
522
Jurisdictional Defenses
—
Section 2(a)
524
The No Statutory Injury
Defense
530
tte Affirmative Defenses
533
Guidelines for Justifying Price
Differentials
536
Administrative Guidelines
537
Cost Justification Guidelines
537
Resale Price Maintenance
538
Deceptive Price Promotions
540
The Competition Act of
Great Britain
541
Summary
541
Discussion Questions
542
Suggested Readings
542
SECTION SEVEN
SPECIAL TOPICS ON
PRICING
545
Chapter
19
Auctions and Competitive
Bidding
546
Auctions
546
Types of Auctions
547
Elements of Auctions 54S
Why Auctions Work
549
Fixed-Price Competitive Bidding
551
Prebid Analysis
553
Cost Estimation
555
Estimating the Probability
of Winning
556
Problem of Determining Reasons for a
Winning BU
556
Determining the Best Bid
55 7
Contingent Contract
559
Bidding with Capacity Constraints
560
Summary
560
Discussion Questions
561
Suggested Readings
561
Chapter
20
Extending the Concepts of
Strategic Pricing
562
Pricing Services
563
Pricing Financial Services
566
Pricing Bank Card Services
568
Pricing Online Information
Services
571
Pricing Professional Services
572
Pricing for Export Marketing
575
Product
576
Location of Production
576
Environmental Factors
576
Attitude toward Export Marketing
578
Distribution System
579
Gray Markets
579
Additional Pricing Issues
587
International Transfer Pricing
589
Summary
593
Discussion
Questions
594
Suggested Readings
594
Chapter
21
Pricing on the Internet
596
Can the Internet Lead to Perfectly
Competitive Prices?
597
Mining towards Perfect
Information
597
Many Independent Buyers
and Setters
598
Moving from Differentiated to
Homogeneous Markets
599
Are Prices Lower on the Internet?
600
Why the
Internei
May Nat Lead to
Lower Prices
601
Leveraging Pricing Opportunities on
the
latemet 6Ö2
Research and Testing Capabilities
Ő02
mi
Contents
Customer Segmentation
603
Dynamic Pricing
603
Product Differentiation
604
Develop Brand Loyalty
605
Include Shipping and Handling in the
Profitability Analysis
605
Create or Participate in Electronic
Marketplaces
606
Innovative Internet Pricing
Models
607
eBay s Trading Platform
607
Priceltne s Reverse Auctions
608
Legal Issues in internet Pricing
610
Price-Fixing
611
Predatory Pricing
612
Price Discrimination
613
Summary
613
Discussion Questions
614
Suggested Readings
615
SECTION EIGHT
RECOMMENDATIONS
617
Chapter
22
Guidelines for Better
Pricing Decisions
618
Four Bask Rules for Pricing
619
Know Your Costs
619
Know Your Demand
620
Know Your Competition and
Your Market
620
Know Your Objectives
621
Criteria for Pricing Decisions
622
When Operating below Normal
Capacity
622
When Operating at or Near
Maximum Capacity
623
When Operating at Normal
Capacity
623
Summary
623
Adaptive Pricing
623
Principles of Pricing Management
624
Providing a Basis for Effective
Pricing Decisions
626
Determine Consistent Objectives
626
Establish a Pricing Research
Program
626
Develop an Information System
for Pricing
627
Reengineering
the Pricing
Process
629
Guidelines for Better Pricing
Decisions
630
Discussions Questions
632
Glossary
634
Index
645
|
| any_adam_object | 1 |
| author | Monroe, Kent B. |
| author_facet | Monroe, Kent B. |
| author_role | aut |
| author_sort | Monroe, Kent B. |
| author_variant | k b m kb kbm |
| building | Verbundindex |
| bvnumber | BV035093249 |
| classification_rvk | QP 622 |
| ctrlnum | (OCoLC)225509729 (DE-599)BVBBV035093249 |
| dewey-full | 658.816 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.816 |
| dewey-search | 658.816 |
| dewey-sort | 3658.816 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 3. ed.; International editions |
| format | Book |
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| id | DE-604.BV035093249 |
| illustrated | Illustrated |
| indexdate | 2025-02-14T17:50:01Z |
| institution | BVB |
| isbn | 0071247513 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016761331 |
| oclc_num | 225509729 |
| open_access_boolean | |
| owner | DE-739 DE-473 DE-BY-UBG |
| owner_facet | DE-739 DE-473 DE-BY-UBG |
| physical | XXVI, 658 S. graph. Darst. |
| publishDate | 2005 |
| publishDateSearch | 2005 |
| publishDateSort | 2005 |
| publisher | McGraw-Hill Irwin |
| record_format | marc |
| series2 | McGraw-Hill higher education |
| spellingShingle | Monroe, Kent B. Pricing making profitable decisions Pricing Preispolitik (DE-588)4047118-4 gnd Management (DE-588)4037278-9 gnd |
| subject_GND | (DE-588)4047118-4 (DE-588)4037278-9 |
| title | Pricing making profitable decisions |
| title_auth | Pricing making profitable decisions |
| title_exact_search | Pricing making profitable decisions |
| title_full | Pricing making profitable decisions Kent B. Monroe |
| title_fullStr | Pricing making profitable decisions Kent B. Monroe |
| title_full_unstemmed | Pricing making profitable decisions Kent B. Monroe |
| title_short | Pricing |
| title_sort | pricing making profitable decisions |
| title_sub | making profitable decisions |
| topic | Pricing Preispolitik (DE-588)4047118-4 gnd Management (DE-588)4037278-9 gnd |
| topic_facet | Pricing Preispolitik Management |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016761331&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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