Résumé
In an effort to improve profits, most modern businesses have already implemented cost-cutting or reengineering initiatives and instituted measures to improve productivity. Yet few have analyzed the factor that can have a significantly larger impact on profitability- pricing. A unique reference that focuses solely on the art of pricing, Pricing on Purpose provides business executives with a comprehensive understanding of the meaning of value and a guide to strategically pricing their products or services in order to improve profitability.
The book presents the theory of value- long established in economics-and details how any business can use various pricing strategies to create, communicate, and capture the value of their products and services. It takes a new approach of focusing on the external value as perceived by the customer and advocates matching price to value. Written in everyday language so it's valuable to beginning executives as well as professional pricers and marketers, it covers:
- What and how people buy
- The fallacy of commodity thinking
- The five Cs of value
- The market share myth
- The difference between cost-plus pricing and value pricing
- A comparison of the Subjective Theory of Value and the Labor Theory of Value
- Customer segmentation strategies
Complete with examples from a multitude of industries and successful entrepreneurs and peppered with quotes from business experts as well as economists, the book is not a dry treatise on an ethereal economic theory. It's lively and down-to-earth, using examples such as the high cost of popcorn in movie theaters, 990 pricing, and the way love-struck couples purchase engagement rings. It gets down-to-business, providing proven strategies and tactics CEOs, CFOs, marketing managers, and professional pricers can implement as a part of a value-based pricing architecture. If the purpose of your business is to add value to customers in order to earn profits, Pricing on Purpose can be incredibly valuable to your business!
L'auteur - Ronald J. Baker
Ronald J. Baker started his career in 1984 with KPMG's Private Business Advisory Services in San Francisco. Today, he is the founder of VeraSage Institute, a think tank dedicated to educating businesspeople around the world.
As a frequent speaker, writer, and educator, his work takes him around the world. He has been an instructor with the California CPA Education Foundation since 1995 and has authored ten courses for them: How to Build a Successful Practice with Total Quality Service; The Shift From Hourly Billing to Value Pricing; Value Pricing Graduate Seminar; You Are What You Charge For: Success in Today's Emerging Experience Economy (with Daniel Morris); Alternatives to the Federal Income Tax; Trashing the Timesheet: A Declaration of Independence; Everyday Economics; The Firm of the Future; Everyday Ethics: Doing Well by Doing Good; and The New Business Equation for Industry Executives.
He is the author of the best-selling marketing book ever written specifically for professional service firms, Professional's Guide to Value Pricing (seventh edition), published by CCH, Incorporated. He also wrote Burying the Billable Hour, Trashing the Timesheet, and You Are Your Customer List, published by the Association of Chartered Certified Accountants in the United Kingdom. His prior book, The Firm of the Future: A Guide for Accountants, Lawyers, and Other Professional Services, co-authored with Paul Dunn, was published in April 2003 by John Wiley & Sons, Inc.
Ron has toured the world, spreading his value-pricing message to over 70,000 businesspeople. He has been appointed to the American Institute of Certified Public Accountant's Group of One Hundred, a think tank of leaders to address the future of the profession, named on Accounting Today's 2001, 2002, 2003, 2004, and 2005 Top 100 Most Influential People in the profession, and received the 2003 Award for Instructor Excellence from the California CPA Education Foundation.
He graduated in 1984 from San Francisco State University with a Bachelor of Science in accounting and a minor in economics. He is a graduate of Disney University and Cato University. He is a member of the Professional Pricing Society and presently resides in Petaluma, California.
Sommaire
- Foreword
- Preface
- Acknowledgments
- About the Author
- Why Is Movie Theater Popcorn So Expensive?
- Why Are We in Business?
- Mind Over Matter
- The Old Business Equation
- The New Business Equation
- Ninety-Nine-Cent Pricing, Engagement Rings, and the Assumption of Rationality
- The Invisible Hand: No One Person Knows How to Make a Pencil
- A Tale of Two Theories
- Cost-Pius Pricing's Epitaph
- The Wrong Mistakes
- Price-Led Costing Replaces Cost Accounting
- What and How People Buy
- The Value Proposition
- The Consumer Surplus and Price Discrimination
- Customer Segmentation Strategies
- Price Discrimination in Practice
- There Is No Such Thing as a Commodity
- Baker's Law: Bad Customers Drive Out Good Customers
- Ethics, Fairness, and Pricing
- Antitrust Law
- Who Is in Charge of Value?
- Pricing on Purpose: Getting Paid for the Value Your Company Creates
- Bibliography Suggested Reading Index
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Wiley |
| Auteur(s) | Ronald J. Baker |
| Parution | 15/02/2006 |
| Nb. de pages | 374 |
| Format | 15,5 x 23,5 |
| Couverture | Broché |
| Poids | 689g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780471729808 |
| ISBN13 | 978-0-471-72980-8 |
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