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For B2C Marketing Professionals

Pricing As A Strategic Competency

Why Price Needs To Become More Than Just A Number For Product Strategists

February 13, 2012

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  • By J. P. Gownder
  • with Carlton A. Doty,
  • Sarah Rotman Epps,
  • Sander Rose

Why Read This Report

Price can no longer be just a number for product strategists. Pricing now needs to become a strategic competency that affects every aspect of product strategy, from the business model to the nature and features of the product itself. Product strategists should embrace the five C's of pricing strategy, which require rethinking the entire business model to determine price. Case studies from Cirque du Soleil and demonstrate how to construct a successful pricing strategy.

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Table of Contents

  • Price Is A Volatile Battleground In Consumer Markets
  • Pricing Strategy Requires Rethinking The Entire Business Model

  • Customer-Based Pricing Must Eclipse Cost-Based Pricing

  • Get Ready For Some Interesting Pricing Experiments
  • Supplemental Material
  • Related Research Documents

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