Descripciones mejoradas de Syndetics:

Pricing, 3/e, synthesizes economic and marketing principles with accounting and financial information to provide a basis for analyzing pricing alternatives within legal and corporate constraints. This revision of this classic text brings readers an understandable writing style, a more complete discussion of the quantitative issues, and a greater number of clear-cut examples. The material on the economics of pricing now reflects recent research in pricing by applied economists and marketing researchers trained in economics.

Tabla de contenidos provista por Syndetics

• Section 1 Introduction(p. 1)
• Chapter 1 Effective Pricing Management(p. 2)
• The Role of Price(p. 4)
• The Definition of Price(p. 5)
• Importance of Price Decisions(p. 8)
• Conceptual Orientation to Pricing(p. 11)
• Implications of Current Pricing Decisions(p. 12)
• Proactive Pricing(p. 17)
• Managerial Pricing Orientation(p. 18)
• The Three Levels of Pricing Management(p. 19)
• Summary(p. 21)
• Discussion Questions(p. 22)
• Suggested Readings(p. 23)
• Section 2 Economic Foundations of Pricing Theory(p. 25)
• Chapter 2 The Economics of Price Determination(p. 26)
• Price Determination in Theory(p. 26)
• Corporate and Pricing Objectives(p. 30)
• Market Structure: Degree of Competition(p. 35)
• The Laws of Supply and Demand(p. 38)
• Economic Theory of Buyer Behavior(p. 39)
• Some Useful Concepts from Price Theory(p. 42)
• Summary(p. 51)
• Discussion Questions(p. 52)
• Suggested Readings(p. 53)
• Chapter 3 The Economics of Information(p. 55)
• Some Pricing Anomalies(p. 56)
• Economics of Information(p. 63)
• Summary(p. 74)
• Discussion Questions(p. 75)
• Suggested Readings(p. 76)
• Chapter 4 Signaling and Managing Competition(p. 77)
• Adverse Selection(p. 78)
• Moral Hazard(p. 86)
• Summary of Information Asymmetry(p. 89)
• Competitive Signaling(p. 89)
• Avoiding Price Wars(p. 92)
• Summary(p. 97)
• Discussion Questions(p. 98)
• Suggested Readings(p. 98)
• Section 3 Understanding Customer and Buyer Behavior(p. 101)
• Chapter 5 Behavioral Foundations for Pricing Management(p. 102)
• Perception(p. 103)
• Multidimensional Role of Price on Buyers' Perceptions(p. 105)
• Psychophysics of Prices(p. 108)
• Processing of Prices as Numerical Information(p. 109)
• Analysis of the Effects of Odd Prices(p. 113)
• Price Awareness(p. 119)
• Summary(p. 125)
• Discussion Questions(p. 126)
• Suggested Readings(p. 127)
• Chapter 6 Pricing Practices that Endanger Profits(p. 128)
• Reference Prices(p. 128)
• Implications for Pricing Strategies and Tactics(p. 136)
• Price Thresholds(p. 141)
• Summary(p. 155)
• Discussion Questions(p. 156)
• Suggested Readings(p. 157)
• Chapter 7 Price and Customer's Perceptions of Value(p. 158)
• Price and Perceived Value(p. 159)
• Integrating Price, Quality, and Sacrifice Information(p. 168)
• Decomposing Perceived Product Value(p. 176)
• Comparative Price Advertising(p. 183)
• Summary(p. 188)
• Discussion Questions(p. 188)
• Suggested Readings(p. 190)
• Chapter 8 Customer Value Analysis(p. 191)
• Value Analysis Management(p. 191)
• The Five Steps of Value-Oriented Pricing(p. 199)
• Contingency Value Pricing(p. 214)
• Summary(p. 216)
• Discussion Questions(p. 217)
• Suggested Readings(p. 217)
• Chapter 9 Research Methods for Pricing Decisions(p. 219)
• Pricing Strategy and Pricing Research(p. 219)
• General Pricing Research Approaches(p. 222)
• Some Specific Price Research Techniques(p. 226)
• Summary(p. 248)
• Discussion Questions(p. 250)
• Suggested Readings(p. 251)
• Section 4 Profitability Analysis for Pricing Decisions(p. 253)
• Chapter 10 The Role of Costs in Pricing Decisions(p. 255)
• Cost Fundamentals(p. 255)
• Cost Concepts and Classifications(p. 258)
• Elements of Profitability(p. 268)
• Breakeven Analysis(p. 269)
• Profit Analysis(p. 271)
• Summary(p. 278)
• Discussion Questions(p. 279)
• Suggested Readings(p. 280)
• Chapter 11 Using Leverage for Developing Pricing Strategies(p. 282)
• Operating Leverage(p. 283)
• Financial Leverage(p. 290)
• Combined Leverage(p. 291)
• Requirements for Successful Price Reduction Strategies(p. 292)
• Equal Profit Analysis(p. 292)
• Extensions to the Analysis(p. 296)
• The Effect of the Monetary Sales Mix(p. 297)
• Pricing with Scarce Resources(p. 301)
• Summary(p. 309)
• Discussion Questions(p. 311)
• Suggested Readings(p. 312)
• Chapter 12 Marketing Profitability Analysis(p. 314)
• Need for Marketing and Customer Cost Data(p. 315)
• Nature of Marketing Profitability Analysis(p. 319)
• Contribution Approach(p. 320)
• Net Profit Approach(p. 322)
• Customer Profitability Analysis(p. 328)
• Improving Retail Management with Better Cost Information(p. 337)
• Starting a Profitability Analysis Program(p. 339)
• Summary(p. 341)
• Discussion Questions(p. 341)
• Suggested Readings(p. 343)
• Section 5 Developing Pricing Strategies(p. 345)
• Chapter 13 Experience Curve Pricing(p. 347)
• The Phenomenon of the Experience Curve(p. 348)
• Managing the Experience Effect(p. 354)
• Summary(p. 358)
• Discussion Questions(p. 360)
• Appendix(p. 360)
• Applying the Experience Curve(p. 360)
• Discussion Questions(p. 364)
• Suggested Readings(p. 364)
• Chapter 14 Pricing Over the Product Life Cycle(p. 365)
• Product Life Cycles--The Conceptual Model(p. 365)
• Basic Pricing Decisions(p. 371)
• New-Product Pricing(p. 372)
• Pricing During Growth(p. 387)
• Pricing During Maturity(p. 388)
• Pricing a Declining Product(p. 390)
• Focused Price Reductions(p. 390)
• Summary(p. 393)
• Discussion Questions(p. 393)
• Suggested Readings(p. 394)
• Chapter 15 Product-Line Pricing(p. 395)
• Nature of the Decision Problem(p. 395)
• Determining End Prices and Price Differentials(p. 400)
• Price Bundling(p. 409)
• Developing a Price-Bundling Strategy(p. 413)
• Yield Management and Differential Pricing(p. 420)
• Summary(p. 430)
• Discussion Questions(p. 430)
• Suggested Readings(p. 431)
• Section 6 Managing the Pricing Function(p. 431)
• Chapter 16 Developing a Price Structure(p. 435)
• Managing Transactions(p. 435)
• An Overview of Discount Decisions(p. 438)
• Quantity Discount Structures(p. 444)
• Cash Discounts and Credit Decisions(p. 455)
• Geographical Pricing Decisions(p. 458)
• Using Price Structure to Gain Competitive Advantage(p. 465)
• Summary(p. 467)
• Discussion Questions(p. 468)
• Suggested Readings(p. 468)
• Chapter 17 Pricing to and through the Channel(p. 470)
• Trade and Functional Discounts(p. 471)
• Price Promotions and Deals(p. 476)
• Some Perspectives on Price Promotions(p. 486)
• Trade Promotions(p. 496)
• Everyday Pricing versus High-Low Pricing(p. 497)
• Price-Matching Guarantees(p. 500)
• Guidelines for Enhancing Distributor Performance(p. 503)
• Sales Compensation Plans(p. 505)
• Summary(p. 506)
• Discussion Questions(p. 507)
• Suggested Readings(p. 508)
• Chapter 18 Legal Aspects of Pricing Strategy(p. 509)
• An Overview of Major Federal Laws Affecting Pricing(p. 510)
• The Nature of Price Discrimination(p. 521)
• Provisions of the Robinson-Patman Act(p. 522)
• Guidelines for Justifying Price Differentials(p. 536)
• Resale Price Maintenance(p. 538)
• Deceptive Price Promotions(p. 540)
• The Competition Act of Great Britain(p. 541)
• Summary(p. 541)
• Discussion Questions(p. 542)
• Suggested Readings(p. 542)
• Section 7 Special Topics on Pricing(p. 545)
• Chapter 19 Auctions and Competitive Bidding(p. 546)
• Auctions(p. 546)
• Fixed-Price Competitive Bidding(p. 551)
• Summary(p. 560)
• Discussion Questions(p. 561)
• Suggested Readings(p. 561)
• Chapter 20 Extending the Concepts of Strategic Pricing(p. 562)
• Pricing Services(p. 563)
• Pricing Online Information Services(p. 571)
• Pricing Professional Services(p. 572)
• Pricing for Export Marketing(p. 575)
• International Transfer Pricing(p. 589)
• Summary(p. 593)
• Discussion Questions(p. 594)
• Suggested Readings(p. 594)
• Chapter 21 Pricing on the Internet(p. 596)
• Can the Internet Lead to Perfectly Competitive Prices?(p. 597)
• Leveraging Pricing Opportunities on the Internet(p. 602)
• Innovative Internet Pricing Models(p. 607)
• Legal Issues in Internet Pricing(p. 610)
• Summary(p. 613)
• Discussion Questions(p. 614)
• Suggested Readings(p. 615)
• Section 8 Recommendations(p. 617)
• Chapter 22 Guidelines for Better Pricing Decisions(p. 618)
• Four Basic Rules for Pricing(p. 619)
• Criteria for Pricing Decisions(p. 622)
• Summary(p. 623)
• Adaptive Pricing(p. 623)
• Principles of Pricing Management(p. 624)
• Providing a Basis for Effective Pricing Decisions(p. 626)
• Guidelines for Better Pricing Decisions(p. 630)
• Discussions Questions(p. 632)
• Glossary(p. 634)
• Index(p. 645)