The psychology of price: how to use price to increase demand, profit and customer satisfaction

Description

Cover; Title; Copyright; Contents; Acknowledgements; Introduction; The seven principles of pricing; Chapter 1 Pricing as positioning; Chapter 2 Cost-based calculations; In focus: Famous prices in history; Chapter 3 Reading the customer's mind; Case study: Cereals at Tesco; Case study: Jewellery maker; Chapter 4 Segmentation; In focus: Does 99p pricing work?; Chapter 5 New launches, belief and fairness; Case study: A specialist consultancy and its reseller; Chapter 6 Memory and expectations, trials and reframing your prices; In focus: Should you increase your prices in line with inflation?;Explaining the science behind pricing, The Psychology of Price has practical, jargon-free advice on pricing strategies and techniques that can be immediately applied. Includes a toolkit to work out the price point for any product plus expert tips to help businesses understand consumer behaviour and achieve higher sales. Cover Title Copyright Contents Acknowledgements Introduction The seven principles of pricing Chapter 1 Pricing as positioning Chapter 2 Cost-based calculations In focus: Famous prices in history Chapter 3 Reading the customer's mind Case study: Cereals at Tesco Case study: Jewellery maker Chapter 4 Segmentation In focus: Does 99p pricing work? Chapter 5 New launches, belief and fairness Case study: A specialist consultancy and its reseller Chapter 6 Memory and expectations, trials and reframing your prices In focus: Should you increase your prices in line with inflation? Chapter 7 AnchoringCase study: Business consultancy Chapter 8 Competition In focus: Pricing publicity Chapter 9 Decoys Case study: Decoys on services Case study: Self-decoying Chapter 10 Paying tomorrow for what you get today In focus: Negotiating Chapter 11 The tea party Chapter 12 Bundling In focus: Name your own price Chapter 13 Free off ers Chapter 14 Upselling In focus: Occasional versus frequent purchases Chapter 15 Absorption and value pricing Case study: Software company Case study: Marketing consultant Chapter 16 Other people's money. In focus: Should you publish your prices?Chapter 17 Managing the pricing environment Chapter 18 The psychology of giving In focus: How many pricing models are there? Chapter 19 The ethics and law of pricing Epilogue Bibliography and further reading Appendix A.A pricing diagnostic 30 questions to ask to find out if your pricing is optimal A quick-reference method for pricing a new product Appendix B.A theory of psychology and cognition: the background to this book.