Customer Value in Pricing Strategy

The traditional approach to pricing based on costs works to pay the bills, but it leaves revenue on the table. You can, in fact, price your products in a way that increases sales--if you know what your customers are willing to pay and can leverage psychology to create better deal and discount plans. In this course, we'll show you how to price a product based on how your customers value it and the psychology behind their purchase decisions. Developed at the Darden School of Business at the Univer

• Apply customer value concepts in product pricing
• Leverage value-based pricing techniques for pricing decisions
• Measure customer willingness to pay using various models
• Apply consumer psychology to set beneficial prices