How Do You Know When the Price is Right

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1、HowDoYouKnowWhenthePriceisRight?byRobertJ.DolanHarvardBusinessReviewReprint95501HarvardBusinessReviewSEPTEMBER-OCTOBER1995ReprintNumberALANW.H.GRANTANDREALIZEYOURCUSTOMERS’FULLPROFITPOTENTIAL95503LEONARDA.SCHLESINGERDAVIDA.GARVINLEVERAGINGPROCESSESFORSTRATEGICADVANTAGE:95502AROUNDT

2、ABLEWITHXEROX’SALLAIRE,USAA’SHERRES,SMITHKLINEBEECHAM’SLESCHLY,ANDPEPSI’SWEATHERUPGARYP.PISANOANDTHENEWLOGICOFHIGH-TECHR&D95506STEVENC.WHEELWRIGHTALICEHOWARDANDSURVIVINGSUCCESS:ANINTERVIEWWITH95508JOANMAGRETTATHENATURECONSERVANCY’SJOHNSAWHILLMICHAELE.PORTERANDGREENANDCOMPETITIVE:EN

3、DINGTHESTALEMATE95507CLAASVANDERLINDEDEBORAHTANNENTHEPOWEROFTALK:WHOGETSHEARDANDWHY95510ROSABETHMOSSKANTERTHRIVINGLOCALLYINTHEGLOBALECONOMY95504SANDISONNENFELDHBRCASESTUDYWHENTHECEOCAN’TLETGO95509LOUIST.WELLSANDWORLDVIEWERICS.GLEASONISFOREIGNINFRASTRUCTUREINVESTMENTSTILLRISKY?95511

4、PERSPECTIVESTHEENDOFDELEGATION?95505INFORMATIONTECHNOLOGYANDTHECEOROBERTJ.DOLANMANAGER’STOOLKITHOWDOYOUKNOWWHENTHEPRICEISRIGHT?95501MANAGER’STOOLKITAneight-stepprocesscanhelprietyofsituations,Ihaveidentifiedtwobroadqualitiesofanyeffectiveyoumakebetterdecisions.pricingprocessanda“to

5、do”listforimprovingthatprocess.Noteverypointwillapplytoeverybusiness,andsomemanagerswillneedtosup-plementthechecklistwithotherac-tionsthatpertaintotheirspecificsituation.Butingeneral,byusingthesecriteriaasaguide,managerswillbegintosetpricesthatearnthecompanymeasurablygreaterre-HowD

6、oYouKnowturns,andtheywillgaincontroloverthepricingfunction.WhenthePriceIsRight?StrategyandCoordinationAllsuccessfulpricingeffortssharetwoqualities:Thepolicycomple-mentsthecompany’soverallmar-ketingstrategy,andtheprocessiscoordinatedandholistic.MarketingStrategy.Acompany’spricingpol

7、icysendsamessagetothemarket–itgivescustomersanim-byRobertJ.Dolanportantsenseofacompany’sphilos-ophy.ConsiderSaturnCorporation(awhollyownedsubsidiaryofGen-Pricingismanagers’biggestmar-unitsalesandincreasedmarketeralMotors).Thecompanywantstoketingheadache.It’swheretheyfeelsharesoundp

8、romisingbuttheymayletconsu