Setting Profitable Prices + Website: A Step-By-Step Guide to Pricing Strategy--Without Hiring a Consultant

by Marlene Jensen

Time-tested strategies for making the best possible pricing decisions and gaining an unbeatable competitive advantage Pricing is one of the most important--and difficult--marketing problems companies face when launching new products. Unfortunately, the research that goes into making optimal pricing decisions is a very time-consuming process--unless, that is, you can afford to pay a consultant or outside agency to do it for you. But if you're like most small- to medium-sized business owners and managers, time and money are two things you absolutely don't have to spare. Problem Written by a nationally recognized pricing expert, this book arms you with proven strategies for guaranteeing that you'll never again leave money on the table when determining prices. And you'll spend the least possible time setting your more profitable prices.Packed with valuable worksheets and other valuable tools to help guide your research and your pricing decision-making A goldmine of expert tips for pricing in any specialty market, it offers a highly effective way to market your company's product more effectively and profitably Shows you how to avoid making your competitors' pricing mistakes and gain a powerful competitive edge in the process The author uses examples drawn from her years of consulting work with companies large and small, including Food Network, American Express Publishing, and Playboy

Genres: Business

216 pages, Kindle Edition

First published January 16, 2013

About the author

Marlene Jensen is a 2020 retiree — at 73-years-old.
Her latest book started with a blog she launched (SeniorDefender.net) in 2017 — as she tried to figure out this aging stuff she was facing.

Previously Jensen was a VP/Publisher at CBS, a consultant on marketing at ABC, Food Network, etc., an entrepreneur — with dozens of startups launched — and a professor (now emeritus) of marketing and pricing at Lock Haven University. She’s also the author of four books on pricing strategy.

In her “retirement” she continues her blog, offers courses on pricing strategy (PricingPsychologyInstitute.com), and is designing a new line of jewelry.

Jensen offers free advice to would-be entrepreneurs — through volunteering with SCORE and through her free website Help4Entrepreneurs.com

Sadly, none of the above has prepared her for the onslaught of marketers who now think her daily interests/needs consist solely of hearing aids, wheel chairs, adult diapers, medi-alert buttons, medications, and bath tubs you walk into.

Reviews

[Keith · Rating 4 out of 5]

Extremely useful, with downloadable Excel worksheets and solid research citations to support the advised strategies. Light on the mathematical proofs, but there are other sources for the theoretical end, while this focuses far more on practical matters. Happy to have paid the overdue fees, as it was worth every dime.

[Khaled · Rating 4 out of 5]

Useful insights on pricing strategies for B2C and B2B customers. This was a good starting point for me as a pricing manager who wants to get more information behind how and why prices are set that way.