If you haven’t considered what the competition is charging, you may not be maximizing your revenue. Spend time analyzing the market and you can influence price and improve margins. In this course, we'll show you how to implement competitive pricing and avoid common legal pitfalls of market-based pricing. You will also learn how to predict, influence and respond to competitors’ pricing moves. Led by Darden faculty and Boston Consulting Group global pricing experts, this course provides an in-depth understanding of market-based pricing and how to use it to capture more revenue.
本课程是 Pricing Strategy Optimization 专项课程 专项课程的一部分
Market and Competition in Pricing Strategy
提供方
University of Virginia
BCG
课程信息
4.8
78 个评分
您将学到的内容有
Market and competition applications in product pricing
How to utilize game theory to influence market pricing
How to leverage competitor pricing models and knowledge of the product lifecycle to price products
Strategies for price discrimination in competitive markets
您将获得的技能
Competitor Pricing ModelsPricing StrategiesPricing to CompetitionPrice DiscriminationMarket Segmentation
教学大纲 - 您将从这门课程中学到什么
周
1Understanding the Playing Field
Welcome! Competitive pricing is all about setting prices based on what companies with similar products and services charge. To use this approach effectively, you have to understand the playing field. In particular, you need to know general legal parameters that guide competition in the market place. In this module, you'll get basic background knowledge so that you can use market knowledge in your pricing strategy and still stay on the right side of antitrust law. Then Thomas will join you to introduce the competitive pricing framework , which you can use to assess pricing options, anticipate your competitors' pricing strategy, and determine whether to price to competition or to elasticity.
10 个视频（共 43 分钟）, 3 个阅读材料, 3 个测验
10 个视频
Three Lenses4分钟
Course Introduction2分钟
Legal Structures Related to Pricing4分钟
The Sherman Antitrust Act4分钟
The Clayton Act4分钟
The Robinson-Patman Act3分钟
Common Practices & Shifts in Interpretation6分钟
Competitive Framework7分钟
Week 1 Takeaways1分钟
3 个阅读材料
Course Overview & Requirements10分钟
Survey10分钟
Using Discussion Forums to Deepen Your Learning10分钟
3 个练习
Practice Quiz on Legal Aspects of Pricing24分钟
Practice Quiz on the Competitive Framework6分钟
Week 1 Quiz on Understanding the Playing Field36分钟
周
2Predicting Competitive Reactions
Now that you know more about the playing field, let's take a look at how to predict competitive reactions. Thomas will show you value mapping, a tool that yields valuable insights into the value-price relationship relative to your competitors, and how to apply it in a real-world example. Then you'll dive into game theory, a field with many applications. Here, you'll use it anticipate and respond to price competition so that you can cooperate and compete without colluding.
10 个视频（共 46 分钟）, 3 个测验
10 个视频
Value Mapping5分钟
Value Mapping: Sandisk vs PNY5分钟
Introduction to Game Theory2分钟
The Prisoner's Dilemma5分钟
The Evolution of Cooperation8分钟
Signaling Games4分钟
Extensive Form Signaling Games7分钟
Gas Wars and Takeaways4分钟
Week 2 Takeaways分钟
3 个练习
Practice Quiz on Value Mapping9分钟
Practice Quiz on Game Theory21分钟
Week 2 Quiz on Predicting Competitive Reactions36分钟
周
3Disrupting Markets and Engaging in "Coopetition"
Disrupting competition and engaging in "coopetition" can benefit all players in the market--but not all the time. Using knowledge from game theory and pricing models can help you understand when this strategy can be beneficial. Thomas will introduce two competitor pricing models--price moves and price wars--and show you how to use these models to predict and respond to competitors. Then Ron will show you various strategies to optimize prices through the four phases of the product life cycle, from disruptive to declining products. Then you will use the SmartOps case to apply your knowledge of "coopetition" to analyze a real-world pricing decision.
13 个视频（共 57 分钟）, 1 个阅读材料, 3 个测验
13 个视频
Competitor Pricing Models3分钟
Competitive Price Moves: Understand Competitive Dynamics9分钟
Competitive Price Moves: Assess Your Options6分钟
Competitive Price Moves: Choose and Execute Best Move4分钟
Price Wars6分钟
Pricing through the Product Life Cycle6分钟
Pricing in the Growth Phase3分钟
Pricing in the Maturity Phase6分钟
Pricing in the Decline Phase5分钟
Case Introduction: SmartOps2分钟
Case Debrief: SmartOps1分钟
Week 3 Takeaways1分钟
1 个阅读材料
Case Study: SmartOps Corporation: Forging Smart Alliances?10分钟
3 个练习
Practice Quiz on Competitor Pricing Models18分钟
Practice Quiz on Pricing through the Product Life Cycle12分钟
Week 3 Quiz on Disrupting Markets and Engaging in Coopetition36分钟
周
4Implementing Price Discrimination in Competitive Markets
Price discrimination--selling the same product to different market segments at different prices--allows companies to optimize profits, even in competitive markets. It begins with customer segmentation, and Ron will show you practical segmentation strategies for both B2B and B2C contexts. Then you'll learn how to apply the Weber-Fechner Law, which sounds complicated, but is actually quite intuitive and useful when pricing quality-differentiated product lines. Finally, you'll learn the basics of bundle pricing and how to create economically sound bundles.
10 个视频（共 60 分钟）, 5 个测验
10 个视频
Customer Segmentation Strategies10分钟
B2B Segmentation Strategies5分钟
Weber-Fechner Law of Pricing4分钟
Weber-Fechner and Pricing9分钟
Pricing Your Least Expensive Products4分钟
Pricing Your Most Expensive Products3分钟
Bundle Pricing9分钟
Creating Economically Sound Pricing Bundles9分钟
Week 4 Takeaways1分钟
4 个练习
Practice Quiz on Customer Segmentation Strategies9分钟
Practice Quiz on Product Line Pricing12分钟
Practice Quiz on Bundle Pricing9分钟
Week 4 Quiz on Implementing Price Discrimination in Competitive Markets36分钟
4.8
热门审阅
创建者 RS•Jun 21st 2017
Great course, great specialization. A very nice presentation of the Market and Competition lens - legal, game theory and cooperation through competition, all come together very nicely in this course.
创建者 MA•Sep 27th 2017
Excellent course with a lot of practical examples and great learning.
讲师
Jean Manuel Izaret
Senior Partner and Managing Director, Leader of BCG’s Global Pricing Practice
Ronald T. Wilcox
NewMarket Corporation Professor of Business Administration & Senior Associate Dean for Degree ProgramsMarketing
Thomas Kohler
Associate Director, PricingMarketing, Sales & Pricing Practice
关于 University of Virginia
A premier institution of higher education, The University of Virginia offers outstanding academics, world-class faculty, and an inspiring, supportive environment. Founded by Thomas Jefferson in 1819, the University is guided by his vision of discovery, innovation, and development of the full potential of students from all walks of life. Through these courses, global learners have an opportunity to study with renowned scholars and thought leaders.
关于 BCG
The Boston Consulting Group (BCG) is a global management consulting firm and the world’s leading advisor on business strategy.
We partner with clients from the private, public, and not-for-profit sectors in all regions to identify their highest-value opportunities, address their most critical challenges, and transform their enterprises. Our customized approach combines deep insight into the dynamics of companies and markets with close collaboration at all levels of the client organization. This ensures that our clients achieve sustainable competitive advantage, build more capable organizations, and secure lasting results. Founded in 1963, BCG is a private company with offices in more than 90 cities in 50 countries. For more information, please visit bcg.com.
关于 Pricing Strategy Optimization 专项课程
In this Specialization, we show you techniques to increase price realization and maximize profits. Learn from The Boston Consulting Group's global pricing experts and University of Virginia Darden School of Business faculty, who share the frameworks, tips and tools we use in our business and research environments. We will look at pricing through BCG's proprietary and time-tested three “lenses”—cost and economics, customer value, and competition—to build your understanding of the strategic power of pricing. You’ll leave the Specialization with a portfolio-building presentation that demonstrates your ability to price strategically.
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