Intro to Channel and Direct to Consumer Pricing

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来自 University of Virginia 的课程

Cost and Economics in Pricing Strategy

166 个评分

University of Virginia

Cost and Economics in Pricing Strategy

166 个评分

课程 1（共 4 门，Specialization Pricing Strategy Optimization）

How much should you charge for your products and services? Traditionally, businesses have answered this question based on the cost to produce or provide their goods and services. This course shows you the economic factors behind pricing based on cost and the pros and cons of a cost-based pricing approach. Led by Darden faculty and Boston Consulting Group global pricing experts, the course provides the practical and research-based models and methods you need to set prices that maximize your profits. By the end of this course, you’ll be able to: --Apply knowledge of basic economics to make better pricing decisions --Recognize opportunities for price discrimination—selling the same product at different prices to different buyers—and recommend strategies to maximize sales and profits --Calculate three types of price elasticities to determine the impact of price on demand --Analyze and apply different pricing models -Cost-plus pricing -Marginal cost-plus pricing -Peak-load pricing -Index-based pricing --Evaluate the impact of channel intermediaries and customer lifetime value on pricing

从本节课中

Channel and Direct-to-Consumer Pricing

Welcome to our final week together in this course! We'll finish by discussing key concepts related to channel pricing--or pricing through the supply chain. You'll learn about double-marginalization, time value of money, and customer lifetime value (CLV)--not only what they are, but how to use them to improve pricing decisions. Then we'll show you three different pricing techniques that you can use to improve direct-to-consumer pricing. You'll finish with a real-world case analysis of Retail Relay, an online grocery ordering and delivery service. You'll be able to recommend a viable approach to their pricing dilemma based on knowledge from this course. Enjoy!

Intro to Channel and Direct to Consumer Pricing2:37

Double Marginalization9:57

Channel Pricing3:48

Using Time Value of Money to Evaluate a Project3:49

Using Time Value of Money to Compare Different Projects4:39

Customer Lifetime Value (CLV)8:46

Measuring CLV3:38

Measuring CLV Examples7:45

Purchase Occasion Probabilities9:57

Case Application: Retail Relay Intro1:31

Case Application: Retail Relay Debrief1:25

与讲师见面

Jean Manuel Izaret
Senior Partner and Managing Director, Leader of BCG’s Global Pricing Practice
Thomas Kohler
Associate Director, Pricing
Marketing, Sales & Pricing Practice
Ronald T. Wilcox
NewMarket Corporation Professor of Business Administration & Senior Associate Dean for Degree Programs
Marketing

Welcome to week four, everyone.

This is the week where we concentrate on different topics related to

selling through channel intermediaries.

What does a channel intermediary mean?

That means you don't always sell directly to consumers,

you have to sell through someone else.

And sometimes problems arise when that happens.

For example in our first topic, the basics of double marginalization,

the person we're selling through is also going to take a margin, not just us.

So we have to take into account how they're thinking about margin when we set

our own price.

And then after we discuss double marginalization,

my colleague Yael is going to be back and

talk to you about the time value of money and how to calculate it.

Why is that important?

It's important for that third bullet point in front of you, customer lifetime value.

That's a staple metric of direct marketing.

Companies like Amazon who do sell directly to consumers.

They need to calculate how valuable is a customer to them.

And then Thomas is going to be back and talk about some techniques for

setting price in different kind of industrial situations.

He's going to talk about marginal cost plus pricing,

which is common in the airline industry.

Peak-load pricing, which is getting more popular.

You might think of an example like Uber, right?

They do peak-load pricing.

And finally, index-based pricing.

And then, at the end of the week, we're going to wrap all of that together,

and we're going to do a real world case called Retail Relay,

that is delivering groceries to consumers.

Now, what are you going to be able to do at the end of this module?

You're going to be able to define double marginalization and

explain its impact on pricing.

You're going to be able to calculate the time value of money.

And by the way, that's not just good for pricing,

it's good in a lot of other business situations as well.

And you're going to be able to measure customer lifetime value and

use it to determine how much marketing spending you should do to get,

to retain, to acquire a given customer.

You're also going to be able to describe the advantages and

disadvantages of various pricing methods, and recognize when to use them.

When should you really take this one versus the other one?

When should you use marginal cost plus pricing?

When should you use peak-load pricing, or index-based pricing?

And, finally you're going to apply all this knowledge of channeling and

direct to consumer pricing in a real world case.

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