First, use the audit to understand the 5 factors to consider when setting prices - and how to balance them. Then get clear answers to questions like these:

• Does your pricing strategy support broader corporate objectives?

• Have you fully understood the influence of price on your customers?

• Do you use price correctly as an indicator of product/service quality?

• Do you use reference prices and differential prices effectively?

• How well do you use breakeven and profit analysis?

• Do you use appropriate pricing strategies at different stages in the product/service life cycle?

• How do you use promotions and discounting?

• Have you considered the legal issues? The audit doubles as a complete introduction to the whole question of how to set prices and calculate the consequences of your pricing decisions.

The audit's 7 steps are:

Step 1: Assess the Consistency Between Corporate and Pricing Objectives

Step 2: Assess the Relevant Economics for the Pricing Strategy

Step 3: Determine How Your Buyers Perceive Prices

Step 4: Determine the Relevant Costs for the Pricing Strategy

Step 5: Determine the Characteristics of each Specific Price Decision

Step 6: Integrate Specific Price Decisions into an Overall Pricing Strategy

Step 7: Assess the Administrative Structure for Managing the Pricing Function.

About the Author

Kent Monroe is a professor at the University of Illinois.

"About this title" may belong to another edition of this title.

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