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Techniques in Product Line Pricing and Bundling

Techniques in Product Line Pricing and Bundling

Managing multiple products in a product line as well as across product lines is a challenging positioning issue. Insufficient price differentials among products in a product line or between two product lines can lead to buyer confusion and potential purchasing dissonance. Yes, how to price products in a product line so as to signify each product’s market position or how to create the proper differential between two product lines so as to present the two lines as distinct solutions for different market segments remain puzzling to pricers.

Successful pricing simplifies buyer decision-making, introduces buyers to offerings otherwise not in their consideration sets, and facilitates the purchasing process. In an age where most B2B and B2C buyers alike experience information overload, ease in purchasing is increasingly valued. Successful pricing of products in a product line, differentials between product lines as well as product bundles is of strategic importance.

Workshop level: 500

(Thursday, 7 December)

Attendees will learn:

  • Buyers’ behavioral responses to differentials in prices

  • How to use price differentials for market positioning of multiple product lines

  • How to use product line pricing and price bundling strategically

Lillian L. Cheng

Partner, Cheng, Monroe & Associates

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Dr. Kent B. Monroe

Partner, Cheng, Monroe & Associates

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