- About Us
- Member Login
Prices and price information are quality and positioning signals. They are also stimuli that elicit perceptual and physical responses from buyers. The question is not as much whether buyers are “willing to pay” but rather, how buyers perceive value delivered. How to use pricing information to establish buyer perception of value is at the core of pricing management. This workshop focuses on exploring how price perception is formed, how much of a difference in price forms a difference in perception, how to nurture the perception, how to attribute
meaning of value to the price perception, and how to practice perceived-value pricing.
Attendees Will Learn:
LEVEL 400 COURSE | B2B AND B2C THEMED
Lillian L. Cheng is an advisor and researcher in pricing and marketing strategy. She has taught at several universities and focuses her research in marketing channels, marketing strategy and pricing. She teaches marketing and pricing at
She is co-author of Relativity: The Science of Price Perception with
Kent B. Monroe, (forthcoming), published by Business Expert Press.