Psychological Aspects of Pricing - Andreas Hinterhuber & Stephan Liozu

If you are enrolled in this course, please click on your activities in the table of contents below to access the course.
 
If you would like to enroll in this course, please click here to purchase this course individually, here to purchase the CPP bundle, or here to purchase the CPE bundle.
 

Customers do not judge prices in absolute terms, they evaluate prices in relation to a series of factors which pricing managers can influence. In this webinar we will show how pricing professionals can use an understanding of B2B and B2C customer psychology in order to influence perceptions of value and price. We will look at best practice examples of price framing, price communication, product-line pricing, 9-endings, price structure, price differentiation, price formats and other tactics. We will also illustrate how ambiguity of pricing information influences decision making processes within firms.

Participants in this webinar will gain clear insights on how to communicate price and value – including examples on how to communicate price increases – in order to conjointly increase profitability and customer satisfaction.

Company case studies include Ardex, Xerox, The Economist, GE, Louis Vuitton, McDonald’s, Unilever and other case studies from B2C and B2C industries.

Course Details

Welcome
PPT Presentation
Transcription
Session
Psychological Aspects of Pricing Presentation - Module 1
Psychological Aspects of Pricing Presentation - Module 2
Psychological Aspects of Pricing Presentation - Module 3
Psychological Aspects of Pricing Presentation - Module 4
Course Assessment
Final Quiz
Course Survey
Psychological Aspects of Pricing Survey
© Copyright 2020 | Terms | Privacy | MC LMS, Inc. | Designed by Boldare