Marketing
Build a value-based pricing strategy
When costs rise or price comes under pressure, measure customer value and sensitivity; design the price segment by segment and read its effect on profit before you move.
Your learning route
The program order
Complete the programs in order to finish the route. Each one brings short lessons, applied practice and a realistic business case together.
Plus and Pro members can create a verifiable Stratify certificate when the route is complete.
- Program 01
Value-Based Pricing
Foundational: you learn to build a price up from customer value rather than out from cost. By the end of this program you can show with numbers how hard price pulls on profit, explain the limits of cost-plus pricing, build the value thermometer, compute true economic value (TEV) and perceived value (PV), and set a feasible price range that manages how value is shared between buyer and firm.
- The Fastest Lever on Profit
- The Comfort of Cost-Plus, and Its Price
- Building the Thermometer
Apply it: Applied: Arikovani Software
7 lessons · ≈3 hours
- Program 02
Price Customization
Intermediate: you learn to collect the money a single price leaves on the table. By the end of this program you can compute how value varies from customer to customer, apply the four tools of price customization (controlling availability, buyer characteristics, transaction characteristics, product line), build a two-part tariff and a good/better/best line, and manage how fair the result looks.
- A Toolkit of Four
- Controlling Availability
- The Product Line and Fairness
Apply it: Applied: Cinar Thermal
6 lessons · ≈3 hours
- Program 03
Price Sensitivity and Demand
Intermediate: you learn to anticipate how customers will respond to price. By the end of this program you can form managerial judgment from the 12 indicators of sensitivity, measure willingness to pay through surveys, pricing experiments and historic data, draw and read a demand curve, compute the price elasticity of demand, and show how the pricing decision changes between elastic and inelastic demand.
- Managerial Judgment: 12 Indicators
- Going Deeper on the Indicators
- Measuring It: Three Methods
Apply it: Applied: Lodos Bicycles
6 lessons · ≈3 hours
- Program 04
The Economics of Pricing
Advanced: you learn to compute what a pricing decision does to the firm financially. By the end of this program you can build the components of profit, compute unit and channel margins, keep margin and markup apart, work out break-even volume and test price, fixed-cost and variable-cost scenarios against it, read an iso-profit curve, and use marginal math to decide on a discount or an increase according to the margin structure you face.
- The Components of Profit
Apply it: Applied: Demirci Furniture
7 lessons · ≈3 hours