Value Pricing:
Strategies for Capturing and Enhancing Customer Value

December 9-11, 2008

$2400

Registration is limited to 36 participants. Register now to secure your seat!

Overview

Pricing is one of the most important and least understood marketing decisions. Do you price your products and services as a function of costs? Do your competitors drive your pricing decisions? Do you wonder whether your products and services are priced too low or too high?

Value Pricing aims to equip you with proven concepts and techniques for assessing and formulating pricing strategies, with a particular emphasis on setting prices based on customer valuation. Rather than building pricing models based on costs, you will focus on pricing based on how customers value your products as well as your competitors' products. You will also learn to apply a powerful set of tools to solve complex problems related to new product pricing, product bundling, versioning, and price discrimination.

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Who Should Attend

All managers who wish to learn about setting prices based on customer valuation.

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Key Benefits

By attending Value Pricing: Strategies for Capturing and Enhancing Customer Value, you will learn to develop prices based on:

• Valuation of product/service attributes
• Customers’ willingness to pay for your products/services
• Segmenting markets in terms of willingness to pay
• Product bundling
• Price discrimination

The key deliverable is a tool (spreadsheet) that can help you to set price bounds based on how your customers evaluate your existing products or new product prototypes.

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Design

Value Pricing goes beyond merely discussing strategic pricing and actually provides Excel based tools that can help managers determine optimal prices for their products and services. The program will include lectures and in-class exercises that will help you understand the process of estimating and setting optimal prices. Value Pricing: Strategies for Capturing and Enhancing Customer Value consists of three modules:

• The first module develops the economic and behavioral foundations of pricing.
• The second module discusses several important pricing concepts including willingness to pay, versioning, bundling and non-linear pricing.
• The final module will provide you with an opportunity to apply these concepts in order to calculate optimal prices in the context of your firm or industry.

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Faculty

Rajiv K. Sinha is an Associate Professor of Marketing and the Center of Services Leadership Board of Advisors Distinguished Scholar at the W. P. Carey School of Business, Arizona State University. His research has focused on the diffusion of innovations, public policy issues related to addiction, pricing of digital products and their impact on piracy, as well as on environmental economics. His publications have appeared in leading marketing, management, environmental economics, and engineering journals such as Marketing Science, Journal of Marketing Research, Journal of Marketing, International Journal of Research in Marketing, Strategic Management Journal, Production and Operations Management, IEEE Transactions in Engineering Management, Ecological Economics and others.

Dr. Sinha has also taught at Northwestern University (Kellogg Graduate School of Management) and has been a Visiting Professor at University of Warwick (U.K.), University of Canterbury (New Zealand), Ecole Superieure De Commerce-Toulouse (France), Grenoble Ecole de Management (France), Motorola University, Beijing (China), Universidade Catolica Portuguesa, Lisbon (Portugal) and ESAN, Lima (Peru), among others. He has consulted for a variety of companies such as PriceWaterhouseCoopers (PWC), Honeywell, American Express, Apple Computers, AT&T, MasterCard, Motorola and Raytheon on issues pertaining to new product development, database marketing, customer relationship management (CRM), and pricing.

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Topics

• Economic and Behavioral Foundations of Pricing 
• Customers' Willingness To Pay
• Versioning, Bundling, and Non-Linear Pricing 
• Price Discrimination 
• An Analysis of How Your Customers Evaluate Your Existing Products or New Product Prototypes

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Fees

At the time of registration, you may pay the program fee of $2400 by credit card or request that an invoice be sent to you or your company for payment. The program fee includes all instructional material, lunches, and breaks. Classes will be held on the Tempe campus of Arizona State University. Please refer to the list of local hotels for lodging options.

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