Printable Handouts

PDF

Navigable Slide Index

1. Introduction
2. Value and price
3. Buyer choice
4. Key definitions of value, satisfaction and quality
5. The expected net value framework
6. Expected benefits
7. Example: the Singapore airlines business class
8. Value proposition and value co-creation
9. Expected outlays
10. Expected outlays - non monetary costs
11. Expected outlays - sensory and psychological
12. The buyer decision process
13. The ENV framework
14. Motivation for purchase
15. Competition: its influence on the ENV
16. Competition: degree of substitutability
17. Three types of competition
18. eFax example
19. The marketing mix strategy
20. The expectations of customers
21. Increase in ENV
22. Trading off benefits and outlays
23. Understanding price and consumer surplus
24. Innovation in reducing expected outlays
25. Reducing expected outlays - anxiety
26. Reducing expected outlays - time
27. Reducing expected outlays - guilt
28. How reducing outlays impact on value and price
29. Reducing Pareto loss: easyJet
30. Reducing Pareto loss: Napster
31. Reducing Pareto loss: airport shuttle
32. Maintaining price, increasing demand - Ikea
33. Maintaining price, increasing demand - Citybank
34. Reducing Pareto loss: a better service experience
35. Summary
36. Thank you

Topics Covered

• 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

Links

Series:

• Practical Pricing and Revenue Management

Categories:

• Finance, Accounting & Economics
• Marketing & Sales

Bite-size Case Studies:

• IKEA: reducing non-price outlays and maximising demand

Talk Citation

Publication History

• Published on November 16, 2009