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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, marketing and distribution effectiveness, as well as 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.

Level 100 Course

Attendees will learn:

  • To set prices for a firm’s offerings

  • 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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