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DON'T JUST SET PRICES: MANAGE THEM STRATEGICALLY (A STANFORD EXECUTIVE BRIEFING WITH TOM NAGLE)
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Don't Just Set Prices: Manage Them Strategically (A Stanford Executive Briefing with Tom Nagle)
Expert: Nagle, Tom

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Highlights:

  • Four pricing strategies that marketers usually miss.
  • What today's supply chain managers have learned about driving prices.
  • When "price sensitivity" is actually a response to poor pricing policies.
  • How your pricing policies set expectations in the minds of your customers.
  • The myth that customers understand the value of what they're buying.
  • When you should NOT listen to your customers.

    Traditional pricing methods involve a trade-off. You want to charge as much as you can in order to maximise profits, but not so much that there is a negative impact on sales. So, when a customer rejects your price, does it mean that the price is too high? According to Tom Nagle, maybe not. Price levels are only the visible tip of the iceberg in pricing strategy.

    In order to get customers to pay for value, Nagle maintains, you can't just set a value-based price. Instead, you need to approach your markets proactively, with communications that justify your price in terms of value. You need to manage a price structure that tracks with value, and a pricing process that forces customers to acknowledge value with their pocketbooks.

    Tom Nagle is the author of the seminal work The Strategy and Tactics of Pricing. Dr. Nagle has been a professor of marketing and strategy at the University of Chicago and Boston University. He is a graduate of Penn State University and received his PhD from UCLA.

    ABOUT THIS SERIES:

    Filmed on the Stanford University campus, these lectures bring to you some of the best and brightest minds of our era.

    Every month great minds come to Stanford campus to speak at the Stanford Executive Briefings breakfasts. If you were not one of the fortunate few to attend these presentations, you can still benefit from the knowledge shared by owning your own copy of the lecture.

    Use these programmes to enhance your own understanding of business issues, and share them with your staff to stimulate and motivate your team.

  • PROGRAM INFORMATION

    DVD 5-day sale or Return Basis
    57 minutes
    Lecture Style


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