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Designing and Pricing Product LinesThis one-day course is valuable to both those who are involved in the design of new products as well as product and brand managers are responsible for pricing product lines. A key consideration in product design should be the trade-off between what a customer is willing to pay for various potential features and what it costs to provide them. A basic approach to designing a product (good or service) that will maximize its profit contribution from its primary target market is presented. Next the potential challenges of providing a product line that targets multiple segments, such as the potential for unprofitable cannibalization, are discussed along with ways of optimally dealing with them through effective price and product design. the course will also reveal how profits can be increased by offering and optimally pricing bundles of products and services along with (and often instead of) the individual offerings. Outline
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