Winning the Profit Game: Smarter Pricing,

Winning the Profit Game gives you instant access to tools and techniques that can increase profits, in boom times and bust, using smart top-line strategies that optimize price, costs, customer behavior, and volumes. You'll learn how to develop an effective, integrated price-brand strategy, using price as a language that speaks to your customers. You'll also find out how to penetrate new markets and transform your organization into a price-brand powerhouse.

Robert G. Docters is a partner in i2Partners L.L.C., a boutique price and intellectual consulting firm.

Michael R. Roeopel is a senior officer in A. T. Kearney's strategy practice.

Dr. Jeanne-Mey Sun is a consultant with A. T. Kearney.

Stephen M. Tanny is a professor at the University of Toronto.

Acknowledgments

ix

Introduction: How to Read This Book

xi

Part One. Take a New look at Price and Brand

1. Winning the Profit Game

3

(11)

2. The Secret Life of Price

14

(16)

3. Branding for Profit

30

(17)

4. Segmentation: Beauty Is in the Eye of the Beholder

47

(12)

5. The Truth about Costs

59

(16)

6. Doing It All in Boom and Bust

75

(18)

Part Two. How to Set Price and Create Revenue

7. Price as a Language to Customers

93

(9)

8. Ways to Set Price Level

102

(17)

9. How to Price New Services

119

(16)

10. Tiering, Bundles, and Solutions

135

(12)

11. Turning Value into Money

147

(12)

12. Special Considerations: Lawyers and Other People's Money

159

(16)

Part Three. How to Manage Ongoing Revenues

13. Getting Started: Fundamental Questions for Senior Management

175

(8)

14. How to Raise Prices

183

(14)

15. Discounting and the Price Stack

197

(14)

16. How to Use Price to Penetrate Markets

211

(12)

17. Turning Online Auctions to Your Advantage

223

(12)

18. The Aftermarket: Don't Let It be an Afterthought

235

(8)

19. Quick Hits

243

(10)

Part Four. Building Revenue Capabilities

20. A Supporting Organization and Process

253

(16)

21. Sales Channels

269

(13)

22. Pricing Technology-Vapor or Value?

282

(13)

23. Building a Price and Brand Powerhouse

295

(10)

Index

305

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Winning the Profit Game: Smarter Pricing, Smarter Branding Smarter Pricing, Smarter Branding

Summary

Author Biography

Table of Contents

Supplemental Materials