Archives tagged: branding

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Price Transparency VS Pricing Transparency

By Kyle T. Westra October 5, 2016

For Amazon Web Services (AWS), on the other hand, while your final price depends on your usage, the pricing is transparent down to the hour. While you may not know the amount due ahead of time, you know exactly how they will arrive at that number.

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Special Marketing Provides the Force behind New “Star Wars” Film

By James T. Berger February 4, 2016

He pointed out how Disney’s ownership of ABC contributed to the integrated marketing effort. One example was when the anchors at ABC came to ‘Good Morning America’ dressed up as Star Wars characters. “That’s a nice synergy between your TV and your studio divisions,” said Eliashberg.

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Cost-Plus or Value-Based (Services)

By Anirban Sengupta June 10, 2015

Value-based pricing talks about pricing based on whether a product provides more or less perceived value with respect to the next best alternative. In the case of professional services however there is a slight difference — since there is the “human touch” involved we can’t be sure whether the next best alternative is a true alternative at all.

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Top 6 – May 2014

By Tim J. Smith, PhD May 5, 2014

“The brain is wider than the sky.” -Emily Dickinson Psychological pricing is effective. Even the most cautious brains take mental shortcuts to…

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Pricing Note: BISR

By Tim J. Smith, PhD March 6, 2014

A BISR analysis differs from standard CPC (cost per customer) and ROI (return on investment) calculations to reveal the true ROMI (return on marketing investment) after accounting for the fact that many of the purchases related to an advertisement or coupon would have occurred in the absence of the promotion.

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Netflix Goes to the Pricing and Branding Trough Once Again

By Tim J. Smith, PhD February 5, 2014

In 2011, Netflix’s pricing and branding shuffle enraged customers. After taking a few back steps, Netflix is at it again for 2014. What makes Reed Hastings, CEO of Netflix, Inc. think he will succeed this time, given that customers and shareholders alike ranted hyperbolic disapproval at his earlier moves?

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McDonald’s Story Shows Why Branding is Crucially Important in Product Development

By James T. Berger December 3, 2013

Ray Kroc was over 50 years old when he developed the McDonald’s fast-food concept and when he died, he was personally worth around a half-billion dollars. But his success might be traced to a crucial decision he made about branding.

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Is Apple the Louis Vuitton of Technology?

By Mary DeBoni November 4, 2013

Apple recently announced that the new iPad mini will be priced slightly higher than the current iPad mini, while the price of the original iPad will remain the same. Is Apple making itself less competitive in the wake of the release and lowered prices of its competitors’ tablets or is Apple maintaining a luxury brand image by keeping its prices above the market?

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SXSW Brings an Innovative Marketing Look to Chicago

By Brian C. Lowe March 5, 2013

What would it be worth to you to have 300 excited, engaged professionals listening to your firm’s message and services while interacting…

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Economic Price Optimization with Locally Measured Elasticity of Demand — Unreliable

By Tim J. Smith, PhD March 4, 2013

Theoretically, if you know the elasticity of demand you can optimize the price through economic price optimization. You may think that this approach would give the best price in practice as well since the word “optimal” is implied in its name alone. But dig beneath its sexy title you will generally find an ugly mess. So what do we do with it?

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