The Price Advantage Workbook Step-by-Step Exercises and Tests to Help You Master The Price Advantage

by Marn, Michael V.; Roegner, Eric V.; Zawada, Craig C.; Suri, Rajneesh

• ISBN13: 9780471466703
• ISBN10: 0471466700
• Edition: 1st
• Format: Paperback
• Copyright: 2004-11-08
• Publisher: WILEY

Summary

Pricing-for any company in any industry-is far and away the most sensitive profit lever available. Still, few companies or managers execute pricing well, and most regularly miss valuable opportunities. Whether testing the techniques and knowledge gained from reading The Price Advantage or supplementing personal knowledge in the field, this companion workbook is essential. The Price Advantage Workbook is a comprehensive and insightful self-study guide that eases the understanding of the three levels of pricing from the broad industry view through product/market strategy to day-by-day transaction management. Hard-hitting questions demonstrate why superb pricing strategy is critical for business success and profitability and explain state-of-the-art approaches to analyzing and improving pricing for any product or service. With a focus on translating pricing theory into real improvements and bottom-line performance, this workbook will help you improve your understanding of pricing concepts and strategy and give you a competitive advantage in any economy.

Author Biography

MICHAEL V. MARN is a partner in the Cleveland office of the international consulting firm of McKinsey & Company. He joined McKinsey in 1977, and has developed some of the most widely used analytical approaches for identifying and capturing opportunities in pricing. He has written articles on pricing that have appeared in publications including the Wall Street Journal, the New York Times, and the Harvard Business Review.

ERIC V. ROEGNER is a partner in the Cleveland office of McKinsey & Company. Since joining McKinsey in 1994, he has served clients in all major markets on a wide range of pricing and marketing issues. In addition, he has published several articles on pricing and marketing strategy in journals including Marketing Management, the OESA Journal, and the McKinsey Quarterly.

CRAIG C. ZAWADA is a partner in the Pittsburgh office of McKinsey & Company. Since joining McKinsey in 1997, he has worked with companies across a wide range of industries, helping them to identify and capture improvements in pricing. He is widely published in the area of pricing strategy,with articles appearing in the Harvard Business Review, Mergers and Acquisitions, and the McKinsey Quarterly.

RAJNEESH SURI, PhD, is Assistant Professor of Marketing at Drexel University. His expertise is pricing, promotions, and branding. He was an expert in the pricing practice at McKinsey & Company and?a visiting assistant professor at Cornell University before his academic appointment at Drexel University.

Table of Contents

About the Book	ix
PART ONE Questions
CHAPTER 1 Introduction	3	(6)
CHAPTER 2 The Three Levels of Price Management	9	(6)
CHAPTER 3 Transaction	15	(6)
CHAPTER 4 Product/Market Strategy	21	(10)
CHAPTER 5 Industry Strategy	31	(6)
CHAPTER 6 New Product Pricing	37	(6)
CHAPTER 7 Solutions, Bundles, and Other Packaged Offerings	43	(6)
CHAPTER 8 Postmerger Pricing	49	(4)
CHAPTER 9 Price Wars	53	(6)
CHAPTER 10 Technology-Enabled Pricing	59	(6)
CHAPTER 11 Legal Issues	65	(6)
CHAPTER 12 Pricing Architecture	71	(4)
CHAPTER 13 Driving Pricing Change	75	(8)
PART TWO Answers
CHAPTER 1 Introduction	83	(2)
CHAPTER 2 The Three Levels of Price Management	85
CHAPTER 3 Transaction 8'
CHAPTER 4 Product/Market Strategy	81	(14)
CHAPTER 5 Industry Strategy	95	(4)
CHAPTER 6 New Product Pricing
CHAPTER 7 Solutions, Bundles and Other Packaged Offerings	99	(4)
CHAPTER 8 Postmerger Pricing
CHAPTER 9 Price Wars	103	(2)
CHAPTER 10 Technology-Enabled Pricing	105	(2)
CHAPTER 11 Legal Issues	107	(2)
CHAPTER 12 Pricing Architecture	109	(2)
CHAPTER 13 Driving Pricing Change	111	(2)
About the Authors	113