Archives tagged: Professional Pricing Society
2020 will mark the release of the fourth generation Certified Pricing Professional (CPP) program, and I am proud to be the Academic…
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The keynotes and breakouts were top-notch, covering everything from practical application of the Pareto principle to pricing, to harnessing the power of behavioral pricing. However, one of the breakouts that really captured my attention was by Jennifer Swain, the Head of Technology Practice at Fuld+Company.
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In order for any pricing improvement project to deliver its potential value, price governance and pricing culture must intersect. Some may want to dismiss this as “too much to take on,” but the results of addressing fundamental questions from both sectors creates the difference between the companies that slog-along and those that thrive.
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Traditionally, pricing is considered one of the Four Ps of Marketing, along with product, promotion, and place. But thinking about pricing as simply a subset of marketing is a mistake.
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Pricing is not only numbers, but strongly psychological and emotional. Certain norms emerge that dictate how products and services are sold in different industries. Customers come to expect those norms, whether or not they are necessarily the most economically efficient.
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