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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

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

Links

Series:

• Pricing on Value

Categories:

• Finance, Accounting & Economics
• Marketing & Sales

Talk Citation

Publication History

• Published on March 3, 2011