中欧国际商学院：定价策略.pptVIP

Pricing Bayer Chair Professor Willem Burgers Course Outline Foundations Case: Atlantic Computer Thinking Strategically Case: McCaw Embedded Pricing Case: Signode Tools, Tactics, and Tricks: Metrics, Fences, Framing Case: Blockbuster Video Channels and Pricing Case: Shanghai Honggong Mathematics, Case: Jahwah Price Research Price War Case: Kodak Funtime Importance of Pricing What is the Right Price? Customer Value/Willingness to Pay Substitutes/Uniqueness? Switching costs? Easy to compare price? Easy to compare quality? Price/Quality relationship? Significant expenditure? Important end-