Crayon：竞价终极指南-分解5大经典策略和5个关键情报来源（中译版）（17页）.pdf

1、The Ultimate Guideto Competitive PricingBreaking down 5 time-tested strategiesand 5 essential sources of intelligence Introduction.5 Time-Tested Competitive Pricing Strategies Penetration pricing.Loss leader pricing.Prestige pricing.Sticky pricing.Value-based pricing.5 Essential Sources of Competiti

2、ve Pricing Intelligence Your competitors websites.Analyst reports.Review sites.Your prospects(via your sales team).GSA price list.Conclusion.Table of Contents1 23568 910111213 15If you were to ask 100 people to give you an example of competitiveadvantage,youd probably hear quite a bit about scale,ne

3、twork effects,switching barriers,and the like.And if you were to ask your respondents to explain their examples,someof them,inevitably,would mention pricing.For example,some of those who answered your initial question withscale would likely bring up the fact that Walmarts gargantuan sizeenables them

4、 to buy in bulk and pass the savings along to consumers(inthe form of low prices),thus giving them the upper hand in their market.They would talk about pricing,in other words,as an outputaconsequenceof competitive advantage.Few people,however,wouldtalk about pricing as an inputa catalystof competiti

5、ve advantage.Thats what the first half of this guide is all about:Walking you throughfive pricing strategies that you can use to give yourself an edge over the other companies in your market.In the second half,wellshine a light on five places you can go to determinejust how much your competitors are

6、 chargingtheir customers.IntroductionIntroduction|1Retain customers who already have affinity for the product,andGenerate new customers based upon credibility the product hasbuilt in the market.1)Penetration pricingPenetration pricing is designed specifically to help new productssucceed in the marke