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Pricing Strategy Pyramid: Value Creation- Create good value that you can sell profitably. Pricing Structure- Making pricing align with value delivered and cost to serve. not products sold. . Price Menu provides opportunities to trade up or down to different levels of value received for different prices. it is the center of effective price structures. I Fences are the rules and policies that enforce boundaries between price segments. Example: non-refundable tickets, requiring a weekend stay, eat before six o'clock. . Metrics are the terms of exchange, the units in which the customer receives value and pays for the value. Ex: per haircut. per min. per head... Value Communication- Justify prices in terms of customer economics. not your economics. Pricing Policy- manage pricing proactively to inuence expectations. not in reaction to them. Price Level- Set price ieveis to maximize long-term profitability, not margin or market share. References The Strategy and Tactics of Pricing [5th edition), Thomas Nagle and John Hogan, Prentice Hall, 2011 Assessment. Flll up the box for 60 points. - = = u Definition Exam : es 1. Cost-Plus Pricing 2. Customer- Driven Pricing 3. Share-Driven 1: 1: Pricing 2. 2. - \"Though no one can go back and make a brand new start, anyone can start from now and make a brand new ending.\" Carl Bard