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Publication date: 1 February 2004

Rob Docters, Mike Reopel, Jeanne‐Mey Sun and Steve Tanny

While the US economy seems to be in an upswing, there is still plenty of downside for some companies. But a downturn need not be seen as a giant sucking sound, eliminating all of…

1653

Abstract

While the US economy seems to be in an upswing, there is still plenty of downside for some companies. But a downturn need not be seen as a giant sucking sound, eliminating all of a company’s pricing power. Through astute use of strategies such as the ones discussed in this article, many companies can continue to raise prices. The authors discuss such pricing strategies as working around budgets, using tools other than list price to cut price, bundling and tiering goods and services, and locking in your best customers.

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Journal of Business Strategy, vol. 25 no. 1
Type: Research Article
ISSN: 0275-6668

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Article
Publication date: 1 April 2004

Rob Docters, Mike Reopel, Jeanne‐Mey Sun and Steve Tanny

Much attention has been paid to the pricing of goods, but services now constitute almost half of the US economy and they have their own pricing requirements. Services differ from…

3662

Abstract

Much attention has been paid to the pricing of goods, but services now constitute almost half of the US economy and they have their own pricing requirements. Services differ from goods in that the choice of pricing structure is more fluid, as for example in determining the unit of charging. In addition, services tend to be more variable in quality because they are impacted by unique customer needs and environment. Thus, a framework for taking into account quality differences (risks) is integral to the price structure.

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Journal of Business Strategy, vol. 25 no. 2
Type: Research Article
ISSN: 0275-6668

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Article
Publication date: 1 June 2004

Robert G. Docters, Michael R. Reopel, Jeanne‐Mey Sun and Stephen M. Tanny

For many companies, raising prices can result in customer defections and reduced volumes. The right strategy for increasing prices can result in increased customer satisfaction…

707

Abstract

For many companies, raising prices can result in customer defections and reduced volumes. The right strategy for increasing prices can result in increased customer satisfaction and fewer defections. Several approaches for raising prices involve changing the customer value proposition at the same time as changing the price. This makes it harder for customers to identify the changes and they are less likely to react. Finally, a close examination of lifecycle patterns in customer usage allows companies to structure their prices so that customers “grow” into a price increase over time.

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Journal of Business Strategy, vol. 25 no. 3
Type: Research Article
ISSN: 0275-6668

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Article
Publication date: 1 June 2003

Rob Docters, Mike Reopel, Jeanne‐Mey Sun and Steven Tanny

Looks at the language of price, which is the conclusion that customers reach after learning of a company’s price structure and billing policies. Stresses product managers and…

2174

Abstract

Looks at the language of price, which is the conclusion that customers reach after learning of a company’s price structure and billing policies. Stresses product managers and marketers know that price messages need to address a number of audiences. States that lack of attention to price structure means that it may be difficult to construct the right message to send to decision makers. Concludes pricing and billing should reinforce company messages, sent in sales presentations and advertisements.

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Journal of Business Strategy, vol. 24 no. 3
Type: Research Article
ISSN: 0275-6668

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Article
Publication date: 1 August 2004

Robert G. Docters, Michael R. Reopel, Jeanne‐Mey Sun and Stephen M. Tanny

Providing customers with value is often not enough for a company to operate profitably. While ensuring that a product or service offers value to users and customers, there must be…

1785

Abstract

Providing customers with value is often not enough for a company to operate profitably. While ensuring that a product or service offers value to users and customers, there must be a conscious plan to capture a portion of that value. This is called monetization (turning value into money) and is often sudden and destructive of value, as when managers employ short‐term tactics to meet a budget shortfall. Smarter monetization strategies include ways of voluntarily extracting value though brand management or creating a market for liquidating inventories. This will allow managers to meet budgets without compromising company value.

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Journal of Business Strategy, vol. 25 no. 4
Type: Research Article
ISSN: 0275-6668

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