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1 Basics of Price Management |
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1 | (26) |
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1.1 Digitization and Pricing |
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1 | (3) |
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1.2 Price as a Profit Driver |
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4 | (2) |
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1.3 Specific Characteristics of the Price |
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6 | (4) |
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1.4 The Price-Volume Function as an Indicator of Customer Response |
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10 | (2) |
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1.5 Market Dynamics and Price Elasticity |
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12 | (3) |
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1.6 Price Actions, Elasticities, and Profit Effects |
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15 | (5) |
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1.7 Practical Examples: Market Dynamics in Modern Industries |
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20 | (7) |
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22 | (5) |
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2 Characteristics of Digital Pricing |
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27 | (22) |
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2.1 Characteristics of Digital Offerings in Terms of Pricing |
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27 | (2) |
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2.2 General Conditions and Price-Related Characteristics of the Internet |
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29 | (6) |
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2.3 Stages of Development of Digitization |
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35 | (6) |
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2.4 Digitization and Competitive Dynamics |
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41 | (8) |
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44 | (5) |
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49 | (34) |
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3.1 Business Models as the Starting Point for Digital Pricing |
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49 | (3) |
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3.2 Digital Business Models |
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52 | (10) |
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3.3 Value Creation Through Data and Data-Driven Business Models |
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62 | (6) |
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3.4 The Three-Level Model of Digital Pricing |
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68 | (5) |
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3.5 Method Tip: Business Model Map |
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73 | (10) |
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79 | (4) |
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83 | (20) |
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4.1 Delineation: Revenue Models |
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83 | (3) |
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4.2 Services and Revenue Sources on the Internet |
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86 | (7) |
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4.3 Overview of Selected Revenue Models |
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93 | (10) |
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98 | (5) |
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5 Pricing Process Part 1: Analysis |
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103 | (14) |
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5.1 Introduction to the Pricing Process |
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103 | (1) |
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5.2 Determinants of Pricing |
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104 | (3) |
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107 | (3) |
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110 | (3) |
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113 | (4) |
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114 | (3) |
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6 Pricing Process Part 2: Strategy |
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117 | (32) |
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6.1 From Corporate and Competitive Strategy to Pricing Strategy |
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117 | (1) |
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6.2 Dimensions of the Pricing Strategy |
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118 | (2) |
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120 | (3) |
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6.4 Competitive Strategies |
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123 | (6) |
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6.5 Strategic Segmentation and Positioning |
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129 | (7) |
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6.6 Competitive Advantage Matrix |
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136 | (3) |
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6.7 Strategic Behavior in Competition |
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139 | (10) |
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144 | (5) |
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7 Pricing Process Part 3: Structure (3a: Price Differentiation) |
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149 | (30) |
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7.1 Basics of Price Differentiation |
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149 | (2) |
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7.2 Variants of Price Differentiation |
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151 | (21) |
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7.2.1 Price Differentiation According to Market Segments |
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151 | (7) |
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7.2.2 Quantity-Based Price Differentiation |
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158 | (3) |
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7.2.3 Price Differentiation According to Products |
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161 | (11) |
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7.3 Prerequisites for Price Differentiation Concepts |
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172 | (7) |
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175 | (4) |
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8 Pricing Process Part 3: Structure (3b: Price Models) |
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179 | (38) |
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8.1 Delimitation and Definition: Price Models |
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179 | (3) |
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8.2 The Six Pillars of a Price Model |
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182 | (7) |
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8.3 Reference Bases in Detail |
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189 | (14) |
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8.3.1 Usage-Independent Reference Bases |
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189 | (6) |
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8.3.2 Usage-Dependent Reference Bases |
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195 | (2) |
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8.3.3 Value-Dependent Reference Bases |
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197 | (6) |
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8.4 Price Metrics in Detail |
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203 | (3) |
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8.5 Competitive Strategies and Price Models |
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206 | (2) |
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8.6 Methodical Innovation: Concept for Optimizing Price Models |
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208 | (2) |
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8.7 Success Criteria of Price Models |
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210 | (7) |
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213 | (4) |
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9 Pricing Process Part 3: Structure (3c: Price Optimization) |
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217 | (46) |
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9.1 Methods for Determining the Optimum Price |
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217 | (16) |
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218 | (4) |
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222 | (7) |
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229 | (3) |
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9.1.4 Excursus: Impact of Artificial Intelligence on Price Optimization Methods |
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232 | (1) |
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9.2 Calculation of the Profit-Optimal Price |
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233 | (4) |
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9.3 Simulation Analyses for Product and Price Optimization |
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237 | (6) |
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9.4 Method Innovation: Value-Price Optimization |
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243 | (10) |
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9.4.1 Value-Price Optimization: Philosophy and Fundamentals |
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243 | (2) |
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9.4.2 Methodological Steps of Value-Price Optimization at a Glance |
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245 | (6) |
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9.4.3 Summary of the Value Driver Analysis |
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251 | (2) |
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9.5 Pricing Strategies for New Products |
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253 | (10) |
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258 | (5) |
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10 Pricing Process Part 3: Structure (3d: Portfolio Pricing) |
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263 | (24) |
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10.1 Challenges of Portfolio Pricing |
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263 | (6) |
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10.2 Methodical Derivation of Price Structures |
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269 | (3) |
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10.3 Project Outline: Product Line Pricing for Information Goods |
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272 | (2) |
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10.4 Method Innovation: Analysis and Steering of Price Elasticity |
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274 | (2) |
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10.5 Implementation Tip: Price-Related Measures to Influence Price Elasticity |
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276 | (1) |
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277 | (10) |
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10.6.1 Definition of Dynamic Pricing |
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277 | (1) |
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10.6.2 History and Development |
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278 | (1) |
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10.6.3 Delineation: Dynamic Pricing Versus Revenue Management |
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279 | (1) |
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10.6.4 Requirements and Fields of Application |
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280 | (1) |
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10.6.5 Objective of Dynamic Pricing |
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280 | (1) |
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10.6.6 Technical Variants and Forms of Dynamic Pricing |
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281 | (1) |
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10.6.7 Personalized Dynamic Pricing |
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282 | (1) |
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10.6.8 Dynamic Pricing Case Studies |
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283 | (1) |
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10.6.9 Risk Factors in Dynamic Pricing |
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283 | (2) |
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285 | (2) |
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11 Pricing Process Part 4: Implementation |
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287 | (18) |
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11.1 Introduction: Condition System and Sales Management |
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287 | (1) |
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11.2 Basics of the Condition System |
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288 | (3) |
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11.3 Performance-Oriented Condition Systems |
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291 | (2) |
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11.4 Target Price Systems and Peer Pricing |
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293 | (1) |
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294 | (4) |
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294 | (1) |
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11.5.2 Total Cost of Ownership Approach |
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295 | (1) |
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11.5.3 Total Value of Ownership Bonus System |
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296 | (2) |
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298 | (1) |
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299 | (1) |
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300 | (5) |
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302 | (3) |
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12 Pricing Process Part 5: Monitoring |
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305 | (14) |
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12.1 Price Monitoring: Challenges |
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305 | (1) |
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306 | (13) |
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12.2.1 Financial Monitoring |
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307 | (2) |
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12.2.2 Monitoring Market Effects |
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309 | (5) |
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12.2.3 Monitoring Pricing Excellence |
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314 | (1) |
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315 | (4) |
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13 Pricing Process and Pricing Psychology |
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319 | (18) |
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13.1 Focus Topic Pricing Process and Pricing Psychology: Introduction |
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319 | (1) |
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13.2 Price Psychology and Structure (1): Mental Accounting |
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320 | (2) |
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13.3 Price Psychology and Structure (2): Price Level Effect |
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322 | (1) |
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13.4 Price Psychology and Structure (3): Anchoring |
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323 | (2) |
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13.5 Price Psychology and Structure (4): Value Effect |
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325 | (1) |
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13.6 Price Psychology and Structure (5): Price Threshold Effect |
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325 | (4) |
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13.7 Price Psychology and Structure (6): Compromise Effect |
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329 | (2) |
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13.8 Price Psychology and Structure (7): Decoy Effect |
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331 | (1) |
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13.9 Price Psychology and Structure (8): Price Figure Communication |
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332 | (1) |
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13.10 Price Psychology and Implementation (1): Tiered Discounts |
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333 | (2) |
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13.11 Price Psychology and Implementation (2): Endowment Effect |
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335 | (1) |
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13.12 Price Psychology and Implementation (3): Loss Aversion |
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336 | (1) |
| References |
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337 | |
Lisainfo e-raamatute kohta