定价战略增强盈利能力的最快途径-ceibs.PDF

Managing Pricing Programme: The Fastest Way to Increase Profitability 定价战略： 增强盈利能力的最快途径 2009 CEIBS Executive Education: Top 20 WorldwideFinancial Times 中欧高层经理培训：连续五年《金融时报》全球20强 Managing Pricing Programme: The Fastest Way to Increase Profitability Date/Language/Venue: September 10-12, 2009/ / ShanghaiFee: RMB26,800 Are you pricing too high or too low? Do you have the right pricing process to help you capture the value you have created in the marketplace? Studies have shown that pricing is the most critical profit driver in today’s competitive business environment. Yet few firms think systematically about their pricing strategies or acquire the confidence to leverage their pricing strategies to capture maximum value. An ad hoc pricing strategy or a trial-and-error approach to pricing can significantly reduce a firm’s bottom line. Objective The objective of the programme is to help participants to acquire confidence and capability in analysing a pricing environment and in engineering a price structure. Who Should Attend This programme is essential for anyone responsible for designing, evaluating, and implementing pricing strategies, or for executives charged with ensuring the overall profitability of the firm. In particular, mid-to-senior-level executives in product development, marketing, or accounting and finance will benefit from this programme. Programme Benefits Participants in this programme will learn: >> A set of tools for assessing and measuring the factors that impact on a firm’s pricing >> The basic economics of different pricing mechanisms and buyer pricing psychology >> The basic principles of devising a profitable pricing strate