Archive for February 2018
The Process for Pricing Innovation
A good pricing decision is two-fold: One defines an aspirational list price and a commercial policy that deducts from this list price known discounts, which lead to the expected target prices by customer segment and perhaps channel.
Read MoreWhen Shortage Is Strategic
Shortages can be signals of excitement, quality, even virtue. “Sold out” is a powerful story for the right kind of product. Musk’s goal isn’t optimizing his earnings from flamethrowers. His goal is building excitement and investment around his companies. Selling out a flamethrower, and even a hat, does that in a big way.
Read MoreChanging of the Pricing Guards
If you can successfully explain why implementing a value-based pricing strategy will be instrumental in moving your company towards their goals and targets, you should be in a pretty good position to get buy-ins.
Read MoreMarketing Industry Survey Reports—Clients and Agencies May Not Be On the Same Page
Clients growing and expanding their in-house agencies was among the “troubling trends” uncovered in the survey. Another problem area expressed by agency executives was “a decline in commitment from their clients to their partnership, and a lack of understanding of the value they offer as an agency partner.”
Read MoreStrategic Movements: February 2018
Margrethe Vestager, EU’s antitrust chief, hit Qualcomm with a EUR 977 million fine for anticompetitive practices. Crime: contracts with rebates paid to Apple for using Qualcomm chips exclusively and had a dominant position.
Read More