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Printable Handouts
Navigable Slide Index
- Introduction
- Outline
- Conceptual framework for customer value analysis
- 5 generic product positions on customer value map
- Competitive displacement - classic cases
- Key tools for assessing product performance/price
- Case example - laptop computers
- What are the going-rates
- Pricing: what is at stake?
- Scatter plot of performance versus price
- A customer value map - laptops
- Why base your price on performance/going-rates?
- A fair-value price balances strategic goals
- Value-based thinking and strategy
- Actions to increase competitiveness
- Where should a new product target to land?
- Key buying factors for laptops
- Calculating overall performance
- Comparative performance scorecard
- Product appraisal table (1)
- Product appraisal table (2)
- Value-based product strategy is more than pricing
- Linking data sources, value analysis and strategy
- Case vignettes
- Pharmaceuticals
- Agricultural chemicals
- Industrial components
- Building systems
- Frequently asked questions
- The strengths of customer value mapping
- The benefits of customer value mapping
- Applications of customer value mapping
- Getting the attribute measures
- Who is responsible for the product's performance?
- Segmentation and differentiation
- Heavy-duty tractors: segmentation
- Heavy-duty tractors: differentiation
- Channel segments
- Why defining your market matters
- Modeling price sensitivity
- How do we get started
- Thank you
- Learning by applying your knowledge
- Customer value modeling for value based pricing
- Competitive scorecard
- Customer value map
- Product appraisal table
Topics Covered
- 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
Talk Citation
Gale, B.T. (2011, March 3). Customer Value Assessment for Value-Based Pricing [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved August 31, 2024, from https://doi.org/10.69645/DJST2140.Export Citation (RIS)
Publication History
Customer Value Assessment for Value-Based Pricing
Published on March 3, 2011
56 min