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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/pricing-strategy
课程评论：没有评论
课程名称：定价策略 课程概述：定价是最重要但最不易理解的市场营销决策之一。本课程将教授和实践评估及制定定价策略的概念和技巧，使学员掌握最新的定价思维，分析企业如何在其营收中捕获价值和利润。完成本课程后，学员将能够为自己的产品和服务或所在企业的产品和服务制定有效的定价策略。课程特别关注定价动态及竞争者之间的反应，以务实的方式帮助学员在日常职业生活中应用所学知识。 授课教师：马丁·博姆，IE商学院教授及院长，拥有超过10年的教学经验。 课程模块： 1. 需求曲线与定价：本模块强调定价对公司利润的重要性，完成后学员将能够执行基于成本、竞争和客户的定价，并运用价格弹性和最优价格的概念为产品和服务定价。 2. 确定支付意愿：学员将学习四种不同的方法来确定客户的支付意愿，包括市场数据、观察实验、专家或客户调查。这些信息将帮助他们识别最优定价。 3. 价格歧视：面对不同客户群体，企业通常不会对所有产品统一定价，而是根据产品和客户细分设定不同的价格。本模块将探讨价格歧视的好处及其潜在的收入和利润，学员将学习如何实施价格歧视。 4. 定价心理学：在最后一个模块中，学员将研究定价心理学，学习如何“操控”客户，使他们对所提供的产品和服务感知更高的价值，或降低为购买支付价格的“痛苦”。学员将掌握多种最大化销售、收入和利润的方法，并通过实验观察价格如何影响客户感知。 通过以上学习，学员将获得一套全面的定价策略工具，推动个人及公司在市场中的成功。
Name:Demand Curve and Pricing
Description:In this module we will start with the importance of pricing, especially for the bottom line. Having this in mind, and after showing how pricing is the most important driver of profitability, when you finish this module you will be able to execute cost, competition and customer-based pricing. You will also be able to use the concepts of price elasticity and optimal price while setting prices for your products and services.
Name:Determining Willingness to Pay
Description:After finishing this module you will be able to take advantage of four different methods to determine the willingness to pay from customers. Whether using Market Data or Experiments (Observation based) or Expert or Customer Surveys (Survey based), you'll be able to use this information in order to identify the optimal price.
Name:Playing the Pricing Piano or Price Discrimination
Description:What we see in the real world is that companies don't only charge one price for all their products, but rather set different prices for different products with respect to different customer segments. After looking at the benefits of price discrimination (and the significant revenue and profit potential behind it), you will be able to figure out what type and how to implement price discrimination for your products and services.
Name:Pricing Psychology
Description:In this final module we will look at pricing psychology. You will then be able to "manipulate" customers so they perceive a higher value in the products and services that you deliver, or so that they feel less pain by paying the price of purchasing your products. You will have in your toolkit multiple ways to maximize your sales, revenues, and profitability. We will also conduct a couple of experiments with volunteer customers to see how price affects perceptions, and how you can profit from it.
Pricing is one of the most important but least understood marketing decisions. Learn and practice concepts, techniques, and get to grips with the latest thinking on assessing and formulating pricing strategies. Analyze how firms attempt to capture value, as well as profits, in the revenues they earn. After this course, you will be able to contribute to the process of formulating pricing strategies for your own products and services, or those of your firm. This course has an additional focus on pricing dynamics and the reaction to and by competitors, taking a highly pragmatic approach and one that is directly applicable to your day-to-day professional life. Martin Boehm - IE Professor and Dean of the Business School with over 10 years experience - will guide you through four modules. We begin with the importance of pricing and how it ultimately can affect the bottom line. Then, we move on to methods to help you decide what is the optimal price for your product; and then price discrimination - should all your products follow the same pricing strategy or should you differentiate depending on the customer segment? Finally, we look at pricing psychology and how you can manipulate customers in order to drive the highest possible price for your product.
