Henry Stewart Talks

The Marketing & Management Collection

Online Seminars By Leading World Experts
Search

Talk: Customer Value Assessment for Value-Based Pricing (56 min)

 Loading...

This talk is not yet available, however should be within a few days.

We apologize for the inconvenience.

- Henry Stewart Talks

X Navigable Slide Index
  1. Introduction
  2. Outline
  3. Conceptual framework for customer value analysis
  4. 5 generic product positions on customer value map
  5. Competitive displacement - classic cases
  6. Key tools for assessing product performance/price
  7. Case example - laptop computers
  8. What are the going-rates
  9. Pricing: what is at stake?
  10. Scatter plot of performance versus price
  11. A customer value map - laptops
  12. Why base your price on performance/going-rates?
  13. A fair-value price balances strategic goals
  14. Value-based thinking and strategy
  15. Actions to increase competitiveness
  16. Where should a new product target to land?
  17. Key buying factors for laptops
  18. Calculating overall performance
  19. Comparative performance scorecard
  20. Product appraisal table (1)
  21. Product appraisal table (2)
  22. Value-based product strategy is more than pricing
  23. Linking data sources, value analysis and strategy
  24. Case vignettes
  25. Pharmaceuticals
  26. Agricultural chemicals
  27. Industrial components
  28. Building systems
  29. Frequently asked questions
  30. The strengths of customer value mapping
  31. The benefits of customer value mapping
  32. Applications of customer value mapping
  33. Getting the attribute measures
  34. Who is responsible for the product's performance?
  35. Segmentation and differentiation
  36. Heavy-duty tractors: segmentation
  37. Heavy-duty tractors: differentiation
  38. Channel segments
  39. Why defining your market matters
  40. Modeling price sensitivity
  41. How do we get started
  42. Thank you
  43. Learning by applying your knowledge
  44. Customer value modeling for value based pricing
  45. Competitive scorecard
  46. Customer value map
  47. Product appraisal table
  48. END
1 2 3

We hope you have enjoyed this limited-length demo talk

  • Review options for obtaining full talk access by clicking 'Purchase Options' on the right.
  • Would you like to request to be kept updated on The Marketing & Management Collection?
Keep Me Updated       Replay Talk
Close This is a limited length demo talk; you may login or review purchase options.

SHARE THIS TALK

Email via Local Program (e.g. Outlook) Email via the Web Share with Facebook Tweet on Twitter Share with Gmail Share with VKontakte Share with LinkedIn More

DETAILED SLIDE INDEX

  1. 1. Introduction
  2. 2. Outline
  3. 3. Conceptual framework for customer value analysis
  4. 4. 5 generic product positions on customer value map
  5. 5. Competitive displacement - classic cases
  6. 6. Key tools for assessing product performance/price
  7. 7. Case example - laptop computers
  8. 8. What are the going-rates
  9. 9. Pricing: what is at stake?
  10. 10. Scatter plot of performance versus price
  11. 11. A customer value map - laptops
  12. 12. Why base your price on performance/going-rates?
  13. 13. A fair-value price balances strategic goals
  14. 14. Value-based thinking and strategy
  15. 15. Actions to increase competitiveness
  16. 16. Where should a new product target to land?
  17. 17. Key buying factors for laptops
  18. 18. Calculating overall performance
  19. 19. Comparative performance scorecard
  20. 20. Product appraisal table (1)
  21. 21. Product appraisal table (2)
  22. 22. Value-based product strategy is more than pricing
  23. 23. Linking data sources, value analysis and strategy
  24. 24. Case vignettes
  25. 25. Pharmaceuticals
  26. 26. Agricultural chemicals
  27. 27. Industrial components
  28. 28. Building systems
  29. 29. Frequently asked questions
  30. 30. The strengths of customer value mapping
  31. 31. The benefits of customer value mapping
  32. 32. Applications of customer value mapping
  33. 33. Getting the attribute measures
  34. 34. Who is responsible for the product's performance?
  35. 35. Segmentation and differentiation
  36. 36. Heavy-duty tractors: segmentation
  37. 37. Heavy-duty tractors: differentiation
  38. 38. Channel segments
  39. 39. Why defining your market matters
  40. 40. Modeling price sensitivity
  41. 41. How do we get started
  42. 42. Thank you
  43. 43. Learning by applying your knowledge
  44. 44. Customer value modeling for value based pricing
  45. 45. Competitive scorecard
  46. 46. Customer value map
  47. 47. Product appraisal table
  48. 48. END

RELATED TALKS

Play 'Value based pricing on customer value'
Value based pricing on customer value More info
Mr. Mike Wilkinson

TOPICS COVERED IN THIS TALK

  • Value measures
  • Customer value map
  • Value line
  • Customer value
  • Value perception
  • Cost reduction
  • Revenue gain
  • Increasing revenue
  • Building profitability
  • Growing profitability
  • Profit building
  • Revenue growth
  • Profit growth
  • Differentiation
  • Price building
  • Competitive pricing
  • Reference pricing
  • Emotional contribution
  • Emotions
  • Value in use
  • How to price effectively
  • Pricing methods
  • Pricing approaches
Play 'Customer value analysis for product positioning and value-based pricing; creating value for customers and profitable growth for your business'
Customer value analysis for product positioning and value-based pricing; creating value for customers and profitable growth for your business More info
Dr. Bradley T. Gale

TOPICS COVERED IN THIS TALK

  • A comprehensive approach to customer value analysis
  • The objective is to make you aware of the data, techniques, and analysis tools for positioning and pricing your products
  • Overview of the customer value analysis framework
  • Case examples that illustrate how product line teams use customer value analysis to resolve competitive marketing strategy issues
Play 'Economics and value based pricing'
Economics and value based pricing More info
Dr. Iestyn Williams

TOPICS COVERED IN THIS TALK

  • Pricing economics
  • Influence of demand characteristics
  • Elasticity
  • Relevance of cost attributes
  • Spillovers
  • Competitive effects
  • Differentiation strategies
  • Differential pricing and market segmentation
  • Bundling
  • Profit and welfare effects
  • Efficiency and distributional impact
Play 'How do consumers perceive value and price: understanding value-based pricing'
How do consumers perceive value and price: understanding value-based pricing More info
Prof. Irene Ng

TOPICS COVERED IN THIS TALK

  • How consumers perceive value and price
  • How companies should go about pricing based on value
  • The Expected Net Value (ENV) framework
  • Value proposition and value co-creation
  • The buyer decision process
  • Competition: its influence on the ENV
  • Trading off benefits and outlays
  • Innovation in reducing expected outlays
  • Reducing Pareto loss
Play 'Value based selling'
Value based selling More info
Mr. Alan Melkman

TOPICS COVERED IN THIS TALK

  • Key questions
  • How organizations work and create value
  • Value creation
  • The organizational value chain
  • Value propositions
  • Customer management hierarchy
  • The Decision Making Unit (DMU)
  • Contact base issues
  • Developing the contact strategy
  • From salesperson to consultant
  • Why salespeople don't ask more questions
  • Customer value
  • Quality or return
  • Total price or investment
  • Value based selling

EMBED THIS TALK

Embed this talk in a Word document   Word       Embed this talk into your website   HTML      

TALK'S CITATION

Gale, B.T. (2011), "Customer Value Assessment for Value-Based Pricing", in Macdivitt , H. (ed.), Pricing on Value: Defending and growing margin, The Marketing & Management Collection, Henry Stewart Talks Ltd, London (online at http://hstalks.com/?t=MM1132815)

RELATED SERIES

Practical Pricing and Revenue Management
Fundamentals and practical applications
Improving the Customer Experience
Satisfaction, Perceived Value and Loyalty
Supply Chain Management
Delivering more value at less cost
Business Ethics and Corporate Social Responsibility
How managers and organizations can behave decently and responsibly
Bayesian Analysis in Marketing
A breakthrough in customer analytics
Welcome, Guest
Cart (0)   Login  
Free Institution-Wide Trial Recommend to Librarian Keep Me Updated Purchase Options

Purchase Individual Talk

24-hour online access for only $29.99
More info

TALK PURCHASE INFORMATION

Immediate online access to an Individual Talk is provided with a Single User License for a period of 24 hours.

The 24-hour period will commence after purchase completion, and from the first time you click to play the purchased talk. During the 24-hour period you have unlimited, full access to the purchased talk.

Price: $29.99

Add Talk to Cart

Purchase Series

3-year online access for only $269.99
More info

SERIES PURCHASE INFORMATION

Immediate online access to this Full Series of 11 talks is provided with a Single User License for a period of 3 years from purchase completion.

Price: $269.99

Add Series to Cart

Obtain Institutional License

Obtain a custom license for your institution

ABOUT THIS TALK

Speaker(s)

Dr. Bradley T. Gale Show Biography

SPEAKER BIOGRAPHY

Dr. Bradley T. Gale – Author, Managing Customer Value; Founder and President, Customer Value Inc., USA

Bradley Gale consults with global Fortune 1000 companies on how to improve their value analysis, product positioning, and value-based pricing processes to boost profitability and growth in their operating divisions. His firm also licenses Marketing War Room (TM) software tools that help clients reposition existing product and design and introduce new products. He received a BS in electrical engineering from Worcester Polytechnic Institute and a PhD in economics from Rutgers University. Prior to launching the Customer Value, Inc. consultancy, he taught economics at the University of Massachusetts and served as Research Director and Managing Director of the Strategic Planning Institute, a think tank based in Cambridge, Massachusetts.

Publication Date

March, 2011

Topics Covered

Targeting Price and Performance Levels... more

TOPICS COVERED IN THIS TALK

  • Targeting Price and Performance Levels
  • Managing Customer Value
  • Performance for Price
  • Customer Value Map
  • Customer Value Mapping
  • Relative Value
  • Goodness of Deal
  • Price-Performance Curve
  • Fair-Value Price
  • Neutral Price
  • Value-Based Pricing
  • Comparative Performance Scorecard
  • Assemble Performance Measures
  • Components of Overall Performance
  • Key Buying Factors
  • Benefit Attributes
  • Product & Service Attributes
  • Attribute-Level Performance
  • Alternative Products
  • Performance Evaluation Standards
  • Product Differentiation
  • Product Appraisal Table
  • Assess Competitive Value
  • Customer Value Assessment
  • Attribute Importance Weights
  • Benefit Segmentation
  • Price-Performance Sensitivity
  • Product Strategy Decisions
  • Simulating Performance Changes
  • Targeting Benefit Segments
  • Developing Successful Product Strategies
  • Customer Value Management

Series

Pricing on Value

OTHER TALKS IN THIS SERIES

PHILOSOPHY OF CVBP
Play '1. Challenge of value: building customer value through understanding'
1. Challenge of value: building customer value through understanding More info
Mr. Harry Macdivitt

TOPICS COVERED IN THIS TALK

  • Role of value in all business transactions
  • Value concept poorly understood
  • Value Triad framework to analyse Value
  • Identifying and using Value Drivers
  • Importance of building Value thinking throughout the value chain
Play '2. Conventional pricing (Part 1)'
2. Conventional pricing (Part 1) More info
Mr. Ricky Coussins

TOPICS COVERED IN THIS TALK

  • Pricing decisions
  • Price is key
  • Marketing leads price
  • Important pricing concepts
  • Break even analysis
  • Elasticity of demand
  • Ten conventional pricing models and how to apply them
  • Cost based
  • Historic pricing
  • Competitive driven
  • Target return
  • Target ROI
  • Range
  • Segment based
  • Skimming
  • Guess
  • Apparent value
Play '3. Conventional pricing (Part 2)'
3. Conventional pricing (Part 2) More info
Mr. Ricky Coussins

TOPICS COVERED IN THIS TALK

  • Price strategy
  • Strategic approach: understanding the situation regarding price drivers
  • Being strategic in relation to price
  • Price tactics
  • Discounting
  • Pricing and the PLC
  • Changing prices over time
  • Concluding thoughts
  • Further reading
Play '4. Differentiating'
4. Differentiating More info
Mr. Ian Thomas

TOPICS COVERED IN THIS TALK

  • Introduction to differentiation
  • What is differentiation? Why is it important?
  • Differentiation as a key source of competitive advantage
  • Understanding the Product Life Cycle
  • The difference between being 'different' and being 'differentiated'
  • A 'value curve' of differentiation
  • Demand and supply side factors
  • 20 ways to differentiate
  • 10 key sources which add distinctive values for a customer
  • 10 additional key marketing actions which will create and reinforce strong differentiation
  • What difference does differentiation make to price?
  • Pricing for differentiation
  • definitions for value
  • The basics of setting differentiated prices
  • Conclusion
Now Playing
5. Customer Value Assessment for Value-Based Pricing
Dr. Bradley T. Gale
Play '6. Value based pricing on customer value'
6. Value based pricing on customer value More info
Mr. Mike Wilkinson

TOPICS COVERED IN THIS TALK

  • Value measures
  • Customer value map
  • Value line
  • Customer value
  • Value perception
  • Cost reduction
  • Revenue gain
  • Increasing revenue
  • Building profitability
  • Growing profitability
  • Profit building
  • Revenue growth
  • Profit growth
  • Differentiation
  • Price building
  • Competitive pricing
  • Reference pricing
  • Emotional contribution
  • Emotions
  • Value in use
  • How to price effectively
  • Pricing methods
  • Pricing approaches
Play '7. Value based selling'
7. Value based selling More info
Mr. Alan Melkman

TOPICS COVERED IN THIS TALK

  • Key questions
  • How organizations work and create value
  • Value creation
  • The organizational value chain
  • Value propositions
  • Customer management hierarchy
  • The Decision Making Unit (DMU)
  • Contact base issues
  • Developing the contact strategy
  • From salesperson to consultant
  • Why salespeople don't ask more questions
  • Customer value
  • Quality or return
  • Total price or investment
  • Value based selling
Play '8. Economics and value based pricing'
8. Economics and value based pricing More info
Dr. Iestyn Williams

TOPICS COVERED IN THIS TALK

  • Pricing economics
  • Influence of demand characteristics
  • Elasticity
  • Relevance of cost attributes
  • Spillovers
  • Competitive effects
  • Differentiation strategies
  • Differential pricing and market segmentation
  • Bundling
  • Profit and welfare effects
  • Efficiency and distributional impact
Play '9. EU competition law and illegal/abusive pricing'
9. EU competition law and illegal/abusive pricing More info
Prof. Barry Rodger

TOPICS COVERED IN THIS TALK

  • Competition Law Limitations on Abusive Pricing Strategies
  • Article 102 TFEU and abusive conduct
  • Establishing Dominance: Market Shares
  • Consideration of the case-law in relation to predatory pricing, selective above-cost pricing and loyalty/fidelity rebates and discounts
  • The EU Commission's Enforcement Priorities
  • Summary of the law on abusive conduct and exclusionary pricing
Play '10. The value proposition'
10. The value proposition More info
Prof. Bill Donaldson

TOPICS COVERED IN THIS TALK

  • What is value?
  • Definitions of value
  • The basic elements of value
  • The strategic dimensions of value
  • The economic dimensions of value
  • The behavioural dimensions of value
  • Starting from basics
  • STP marketing
  • Identify and select customers
  • Customer acquisition information
  • Select your value drivers
  • Score your attractiveness
  • Price competitiveness
  • Drivers of customer value
  • Reassess your value
  • Decide the value proposition
  • Communicate the proposition
  • Concluding factors
CVBP IN SPECIFIC INDUSTRIES
Play '11. Pricing on Value in Engineering'
11. Pricing on Value in Engineering More info
Mr. Tom Rebbitt

TOPICS COVERED IN THIS TALK

  • Pricing: the basic options
  • The basic principle
  • How to determine value
  • Process
  • Value matrix
  • Scope
  • Buying criteria
  • Analytical hierarchy process
  • Window of acceptability
  • Qualifying value per point
  • Results
  • Conclusions

We use cookies on this site to enhance your user experience

By clicking any link on this page you are giving your consent for us to set cookies.