Pricing on Purpose: Creating and Capturing Value

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John Wiley & Sons, Jun 10, 2010 - Business & Economics - 400 pages
Pricing on Purpose explores the importance of pricing, one of the four Ps (product, promotion, place, and price) of marketing, that is largely ignored in business literature. Pricing is the opportunity for a business to capture the value of what it provides to the customer, and deserves as much attention as promotion, product and place in the marketing strategy of any business. This book calls attention to the market share fallacy, explains the difference between cost-plus pricing and value pricing, and provides best-practice pricing examples. It presents the theory of value—long established in the economics profession—and how any business can use various pricing strategies to communicate and capture the value of their products and services.
 

Contents

CREATING AND CAPTURING VALUE CHAPTER 1 WHY IS MOVIE THEATER POPCORN SO EXPENSIVE?
1
CREATING AND CAPTURING VALUE CHAPTER 2 WHY ARE WE IN BUSINESS?
7
CREATING AND CAPTURING VALUE CHAPTER 3 MIND OVER MATTER
15
CREATING AND CAPTURING VALUE CHAPTER 4 THE OLD BUSINESS EQUATION
25
CREATING AND CAPTURING VALUE CHAPTER 5 THE NEW BUSINESS EQUATION
31
CREATING AND CAPTURING VALUE CHAPTER 6 NINETYNINECENT PRICING ENGAGEMENT RINGS AND THE ASSUMPTION OF RATI...
41
CREATING AND CAPTURING VALUE CHAPTER 7 THE INVISIBLE HAND NO ONE PERSON KNOWS HOW TO MAKE A PENCIL
49
CREATING AND CAPTURING VALUE CHAPTER 8 A TALE OF TWO THEORIES
63
CREATING AND CAPTURING VALUE CHAPTER 14 THE CONSUMER SURPLUS AND PRICE DISCRIMINATION
175
CREATING AND CAPTURING VALUE CHAPTER 15 CUSTOMER SEGMENTATION STRATEGIES
197
CREATING AND CAPTURING VALUE CHAPTER 16 PRICE DISCRIMINATION IN PRACTICE
213
CREATING AND CAPTURING VALUE CHAPTER 17 THERE IS NO SUCH THING AS A COMMODITY
235
CREATING AND CAPTURING VALUE CHAPTER 18 BAKERS LAW BAD CUSTOMERS DRIVE OUT GOOD CUSTOMERS
249
CREATING AND CAPTURING VALUE CHAPTER 19 ETHICS FAIRNESS AND PRICING
269
CREATING AND CAPTURING VALUE CHAPTER 20 ANTITRUST LAW
283
CREATING AND CAPTURING VALUE CHAPTER 21 WHO IS IN CHARGE OF VALUE?
307

CREATING AND CAPTURING VALUE CHAPTER 9 COSTPLUS PRICINGS EPITAPH
87
CREATING AND CAPTURING VALUE CHAPTER 10 THE WRONG MISTAKES
103
CREATING AND CAPTURING VALUE CHAPTER 11 PRICELED COSTING REPLACES COST ACCOUNTING
121
CREATING AND CAPTURING VALUE CHAPTER 12 WHAT AND HOW PEOPLE BUY
129
CREATING AND CAPTURING VALUE CHAPTER 13 THE VALUE PROPOSITION
143
CREATING AND CAPTURING VALUE CHAPTER 22 PRICING ON PURPOSE GETTING PAID FOR THE VALUE YOUR COMPANY CREATES
333
CREATING AND CAPTURING VALUE BIBLIOGRAPHY
343
CREATING AND CAPTURING VALUE SUGGESTED READING
355
CREATING AND CAPTURING VALUE INDEX
367
Copyright

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Page xv - THE ROAD NOT TAKEN Two roads diverged in a yellow wood, And sorry I could not travel both And be one traveler, long I stood And looked down one as far as I could To where it bent in the undergrowth...
Page xv - I shall be telling this with a sigh Somewhere ages and ages hence: Two roads diverged in a wood, and I— I took the one less travelled by, And that has made all the difference. —ROBERT FROST Chapter 2 Energy Strategy: The Road Not Taken?

About the author (2010)

Ronald J. Baker started his career in 1984 with KPMG’s Private Business Advisory Services in San Francisco. Today, he is the founder of VeraSage Institute, a think tank dedicated to educating businesspeople around the world.
As a frequent speaker, writer, and educator, his work takes him around the world. He has been an instructor with the California CPA Education Foundation since 1995 and has authored ten courses for them: How to Build a Successful Practice with Total Quality Service; The Shift From Hourly Billing to Value Pricing; Value Pricing Graduate Seminar; You Are What You Charge For: Success in Today’s Emerging Experience Economy (with Daniel Morris); Alternatives to the Federal Income Tax; Trashing the Timesheet: A Declaration of Independence; Everyday Economics; The Firm of the Future; Everyday Ethics: Doing Well by Doing Good; and The New Business Equation for Industry Executives.
He is the author of the best-selling marketing book ever written specifically for professional service firms, Professional’s Guide to Value Pricing (seventh edition), published by CCH, Incorporated. He also wrote Burying the Billable Hour, Trashing the Timesheet, and You Are Your Customer List, published by the Association of Chartered Certified Accountants in the United Kingdom. His prior book, The Firm of the Future: A Guide for Accountants, Lawyers, and Other Professional Services, co-authored with Paul Dunn, was published in April 2003 by John Wiley & Sons, Inc.
Ron has toured the world, spreading his value-pricing message to over 70,000 businesspeople. He has been appointed to the American Institute of Certified Public Accountant’s Group of One Hundred, a think tank of leaders to address the future of the profession, named on Accounting Today’s 2001, 2002, 2003, 2004, and 2005 Top 100 Most Influential People in the profession, and received the 2003 Award for Instructor Excellence from the California CPA Education Foundation.
He graduated in 1984 from San Francisco State University with a Bachelor of Science in accounting and a minor in economics. He is a graduate of Disney University and Cato University. He is a member of the Professional Pricing Society and presently resides in Petaluma, California.

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