The training program spans 2 days, during which we will cover the following topics:
Day 1:
Basic Concepts: Price, Cost, Markup, Margin, and the Place of Price in the Marketing Mix. Traditional Pricing Methods and Their Drawbacks. Strategic Pricing:
- Concept of Value Cascade.
- Positive and Negative Value Differentiators.
- Reference Value.
- Creating Value. How to Quantify Value?
- Value-Based Market Segmentation.
- Communicating Value and Price Depending on Product and Service Types.
- Price Structure: Segment Pricing, Discriminatory Pricing, Dynamic Pricing.
Day 2:
Pricing Policy:
- Basic Approaches to Formulating Pricing Policy.
- Fundamental Pricing Strategies.
- Price Structure.
- Pricing in B2B Markets and Approaches to Pricing Policy.
- Psychology of Pricing. Pricing in B2C Markets.
- Price Increases and Promotional Pricing.
- Price Competition and Pricing War Tactics.
- Legislative Restrictions and Ethics in Pricing.
Process of Price Determination and Implementation:
- Tools for Determining Price Sensitivity.
- Price Elasticity and Methods for Its Determination.
- Assessing the Financial Consequences of Pricing Alternatives (Evaluating Potential Profitability of Price Changes).
- Overview of Specialized Pricing Strategies.
