winningtheprofitgame价格与品牌策略

WINNINGthePROFITGAMEWINNINGthePROFITGAMESMARTERPRICINGSMARTERBRANDINGRobertG.Docters,MichaelR.Reopel,Jeanne-MeySunandStephenM.TannyWinningTheProfitGame12/4/039:21AMPage1COMPLIMENTSOFA.T.KEARNEYWinningtheProfitGameisabookaboutimprovingthebottomline,butitisnotthesameolddiscourseonthesubject.Instead,itoffersafreshapproachbyexplainingthatbeforeabusinesscanaffectthebottomlineitmustfirstgrowthetopline.Therearetwofundamentaltoolsfordoingso:priceandbrand.Theauthorsmakeacompellingcaseforthelinkbetweenpriceandbrand,showingalinearrelationshiptorevenuegrowth.Theirinnovativeapproachturnspricingintoalogical,high-returnactivitythatisintegraltodevelopingnewproductsandservices.Andinputtingbrandatthecenteroftheirframework,theychallengethemisconceptionofbrandingasthefuzzy,mysteriousconceptthatsomeexpertspersistinmakingit.Rather,itisabsolutelylinkedtoprice,somuchsothatasuperiorpricestrategycannotexistwithoutadetailedbrandstrategy.WinningtheProfitGameiswrittenforbusinessleadersandman-agerschargedwithrevenueresponsibilitiesinanybusiness,whethermanufacturingorservices.Itoutlinesaplanforgrowthevenintoughtimes,andoffersahow-toguideforoptimizingprice,brand,costandproductdevelopment.Morethanthat,itexplainswhyseamlesslyinte-gratingtheseelementsisamust—andofferstipsonhowtodoit.Theresultisthatyouwillbeabletogrowthetoplineinanyenvironment,regardlessofthechallenges:Asthetitlesays,you’lllearnhowtowintheprofitgame.ThefollowingexcerptistwochaptersfromWinningtheProfitGame(McGraw-Hill,2004).Formoreinformation,pleasevisit:21AMPage2McGraw-HillNewYorkChicagoSanFranciscoLisbonLondonMadridMexicoCityMilanNewDelhiSanJuanSeoulSingaporeSydneyTorontoWinningthePROFITGAMESmarterPricing.SmarterBrandingRobertG.DoctersMichaelR.ReopelJeanne-MeySunStephenM.TannyWinningTheProfitGame12/4/039:21AMPage3PRAISEFORWINNINGTHEPROFITGAMEPricingstrategyandbrandingarecriticalbutoftenoverlookedelementsofimprovingbusinessperformance.WinningtheProfitGameprovidesimportantinsightsintopricingopportunitiesandchallengesfacingcom-paniesinvariousindustries.Anygeneralmanagercouldapplythetoolsinthisbooktogetmorepricing(andprofit)leveragefrombrandingandcustomerinteractions.—MarkGallion,DivisionPresident,EmersonSmarterpricingcanimprovebottom-lineresultsforanybusiness;yetpricingremainsanunderutilizedtool.WinningtheProfitGameprovidesclear,organized,andpracticalapproachestoimproveyourbusiness’pricinginanysituation.Itisapricing“howto”manualthatbelongsfrontandcenteroneverymanager’sbookshelf.—AndrewA.Stern,ChairmanandCEO,USinternetworkingIenjoyedthisbookverymuch,andfounditapplicabletomanyofthecriticalmarketissuesintelecommunicationsandnewmedia.Thebookdemonstratesthemanagementdifferencesbetweentheindustryplayerswhothrive,andthosewho“justsurvive.”Veryusefulforwhat’snew,andwhatisareminder.—TracyKorman,ExecutiveVicePresident,CustomerRelationshipManagement,BroadviewNetworks,Inc.Highlyrecommended.Thisisn’tjustaquickfixwithbenefitsthatfade.It’sawaytofundamentallychangethewayyourpeoplethinkandthewayyourcompanydoesbusinesstobemoreprofitable.—WilliamPeter(Pete)Woodward,SeniorVicePresident,Chemicals,Kerr-McGeeChemicalLLCWinningTheProfitGame12/4/039:21AMPage4TABLEOFCONTENTSAcknowledgmentsIntroductionPartOne.TakeaNewLookatPriceandBrand1.WinningtheProfitGame2.TheSecretLifeofPrice3.BrandingforProfit4.Segmentation:BeautyisintheEyeoftheBeholder5.TheTruthaboutCosts6.DoingitAllinBoomandBustPartTwo.HowtoSetPriceandCreateRevenue7.PriceasaLanguagetoCustomers8.WaystoSetPriceLevel9.HowtoPriceNewServices10.Tiering,Bundles,andSolutions11.TurningValueintoMoney12.SpecialConsiderations:LawyersandOtherPeople’sMoneyPartThree.HowtoManageOngoingRevenues13.GettingStarted:FundamentalQuestionsforSeniorManagement14.HowtoRaisePrices15.DiscountingandthePriceStack16.HowtoUsePricetoPenetrateMarkets17.TurningOnlineAuctionstoYourAdvantage18.TheAftermarket:Don’tLetitbeanAfterthought19.QuickHitsPartFour.BuildingRevenueCapabilities20.ASupportingOrganizationandProcess21.SalesChannels22.PricingTechnology—VapororValue?23.BuildingaPriceandBrandPowerhouseWinningTheProfitGame12/4/039:21AMPage5WinningTheProfitGame12/4/039:21AMPage61WINNINGTHEPROFITGAMERock‘n’rollfindspowerinthedrivingbeatofdrumsandtheriffofmultipleguitars.TheSwingera’sbigbandsreliedonthunderingbrasssectionswhosesynchronizedrefrainswouldrattlethedancehallroof.Classicalmusicproducedmasterpiecesbuiltaroundvirtuosostringsec-tionscapableofproducingsoundsrangingfromglissandotopizzicato.Everyerahasitsownmusicanditsownsignatureinstruments.Ifwemaketheanalogywithbusiness,whatskillisemergingevennowastheleadinstrumentofthe2000s?Whatwillbethekeytosuccessinanenvironmentthat’stougher,morecompetitivethaneverbefore,andevolvingasyoureadthis?Thisbookarguesthatit’spricing—notpricingalone,butpricingintegratedwithbrand,costmanagement,andproductdevelopment.Andhereisthecruxofourmusicalmetaphor:Previouslythesedisciplinesallplayedsololines,goingprettymuchtheirownway—buttosucceedtodaytheymustplayinunison,withpricecarryingthemelod