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Core Pricing Skills

Core Pricing Skills

Strategically, pricing has a direct impact on a firm’s profitability, long-term sustainability and innovativeness, brand and corporate image, and marketing and distribution effectiveness, as well as on the management of customer relationships. Profitable pricing is purposeful and proactive in co-creating the perception of value with customers.

This interactive workshop provides an in-depth overview and fundamental orientation for the development and management of perceived-value pricing strategies and tactics. Core skills in the science of price perception, product and customer profitability analysis, establishing and communication of perceived value, setting pricing policies as well as re-engineering the pricing process will be presented.

Designed for pricers at the beginning stages of their pricing careers, this workshop will teach attendees the fundamental skills needed when setting prices for their organization’s new and/or existing products or services. Attendees will learn how to develop and structure appropriate pricing policies, and will gain understanding in how prices convey information and intention to customers, competitors and internal audiences.

 

Workshop level: 100
(Wednesday, 28th November)

Attendees will learn:

  • To present basic skills required when setting prices for a firm’s offerings

  • To show how to set appropriate pricing policies

  • To understand how prices convey information and intention

Lillian L. Cheng

Partner, Cheng Monroe & Associates

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Kent B. Monroe

Partner, Cheng Monroe & Associates

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