Understanding Value from the Customer's Perspective

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1.0 Credits

When a company has a unique, well-differentiated product, understanding value from the customer's perspective becomes the most important factor in profitable pricing.  Yet, many organizations adopt a "value pricing strategy" without having performed the analysis to understand either how much they could get for their products or the minimum acceptable price.  


This session discusses four techniques for understanding value and two cases which will allow application of the lessons learned.  


*Understand four techniques for understanding the customer's perception of product value

Major Topics

*Value's role in product pricing

*When a value pricing strategy is and is not appropriate

*Four techniques for understanding value:  

- Expert judgement  

- Customer surveys  

- Price experimentation  

- Analysis of historical data  


Designed For

CEOs, CFOs, Controllers, Sales and Marketing personnel


Some pricing experience is helpful

Advanced Preparation