Overview

This book provides entrepreneurs with a practical guide on how to set and manage the pricing of both the products and services that they offer. It outlines the process of deriving a pricing strategy first, and then monitoring the profit implications of any pricing decisions made.

In a logical, sequential format, the author sets out basic financial tools such as the Profit and Loss Account, and explains how best to understand and negotiate within the business to business and business to consumer markets. In a climate of market instability, the book is a timely examination of pricing as an essential practical discipline in the business world.

Content

CHAPTER ONE: AN OVERVIEW OF THE PRICING PROCESS
• Preparing the ground
• Who takes the overall responsibility for price in our firm?
• What is the firm’s cost structure and policy, re. overhead allocation?
• The firm’s marketplace

CHAPTER TWO: THE FOUNDATIONS OF THE PRICING DECISION
• Strategic focus

CHAPTER SIX: PRICING TACTICS – DEALING WITH THE DAY TO DAY PRESSURES ON PRICE
• Pricing a tender

CHAPTER SEVEN: PRICE WARS – ANTICIPATING/PREVENTING/FIGHTING THEM (BUT ONLY IF YOU HAVE TO)
• An example price war
• LESSON?
• Dealing with extreme competition
• Key issues, re price wars etc.
• Why price wars must be avoided
• Know from where to expect the threat
• Characteristics of strong vs. weak rivals
• ‘Good’ vs. ‘dangerous’ competitors
• Root causes of price wars

CHAPTER EIGHT: THE ART OF PRICE NEGOTIATION
• Co-operative versus adverserial negotiation
• Price negotiation
• Issues when preparing to negotiate
• Analysis of potential trading chips/concessions
• Checklist for assessing buyers likely needs, strategies and tactics
• Discuss
• Decision-makers who make good partners
• Decision-makers who make difficult partners
• The language of negotiation
• Structure of the negotiating interview
• Defining the issues
• Refining the issues
• Propose

PRACTICAL PRICING FOR RESULTS
• Bargaining
• Defensive negotiating techniques
• Stratagems
• Agree

THE CALCULATIONS FOR PRICING
• Profit and loss account
• Break-Even (B/E)

The author

Ian Ruskin-Brown is a highly experienced marketing consultant. For many years he was a member of the Faculty of the Chartered Institute of Marketing, its training arm. Until recently he was a member of the IBM International Business School and he is currently part of the faculties of Management Centre Europe in Brussels, the Singapore Institute of Management [International] and IIRme based in Dubai.He is the author of Marketing your Service Business and Mastering Marketing now in its 2nd edition, both published by Thorogood.

Business Library

The Thorogood Business Library

This publication is part of The Thorogood Business Book Library a collection of specially selected business publications, which can start or enhance a businesses own library or supply whole teams with expert reading on their areas of discipline.

This compilation of publications is a balanced blend of all the disciplines which managers in every organisation need to have: finance, people skills, leadership, strategy, PR and sales and marketing.

The full retail price for all these books is £352, but the Thorogood Business Library can be purchased at less than HALF this price for £158.40 if booking via the website (excluding delivery @ £25).

The Exceptional Benefits

• Cheaper than Amazon!
• One purchase, one delivery, hassle free
• Great authors under one collection

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