• Concepts and Insights
• 23 min
  1. What will consumers pay more for? Luxury markets and premium pricing

  • Dr. Ian Yeoman
• 61 min
  2. How do consumers perceive value and price: understanding value-based pricing

  • Prof. Irene Ng
• 42 min
  3. Does the consumer trust you?

  • Ms. Una McMahon-Beattie
• 29 min
  4. Search-based advertising and revenue management

  • Dr. Özgür Özlük
• 24 min
  5. Low cost worlds and the airline industry

  • Dr. Laurie Garrow
  • Ms. Stacey Mumbower
• 51 min
  6. Pricing and revenue optimization: maximizing staff effectiveness

  • Dr. Warren Lieberman
• 28 min
  7. Fencing in the practice of revenue management

  • Dr. Michael Zhang
• 42 min
  8. Revenue management and air cargo

  • Ms. Gina Morello
• 28 min
  9. Era of convergence in revenue management

  • Mr. Ramesh Venkat
• 18 min
  10. Online travel data: A goldmine of new opportunities

  • Dr. Laurie Garrow
  • Ms. Brittany Luken
• 52 min
  11. Global distribution capabilities, origin destination control and dynamic pricing

  • Dr. Karl Isler
• How Pricing and Revenue Management Works
• 40 min
  12. Practical pricing for the hotel industry

  • Dr. Warren Lieberman
• 48 min
  13. Practical pricing and the airline industry

  • Dr. Stefan Poelt
• 59 min
  14. Setting optimal rents for apartment firms

  • Dr. Jian Wang
• 25 min
  15. Practical pricing and the restaurant industry

  • Prof. Sunmee Choi
• 57 min
  16. Forecasting and control

  • Prof. Robert Raeside
• 27 min
  17. B2B price optimization analytics

  • Dr. Jon Higbie
• 45 min
  18. Practical pricing and the car park

  • Dr. José Guadix

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