Understanding Customer Value-Welcome to the Specialization! (optional for those who have already seen these videos)
Pricing Specialization Overview
()
Three Lenses
()
Understanding Customer Value-Welcome to the course!
Week 1 & Course Introduction
()
Course Overview & Requirements
Survey
Using Discussion Forums to Deepen Your Learning
Understanding Customer Value-Customer Value Basics
Consumer Decision Process: Involvement and Visibility
()
Mapping Purchase Processes
()
Customer Value and Value Drivers
()
Differentiating Customer Value by Customer Segment
()
Willingness to Pay and Demand Curves
()
Understanding Customer Value-Customer Value in Developing Economies
Serving Consumers in Developing Economies
()
Story of Nano
()
Story of Ala
()
Pricing Strategies for Developing Economies
()
Understanding Customer Value-Pricing Fundamentals Takeaways
Week 1 Takeaways
()
Implementing Value-based Pricing-Pricing to the Demand Curve
Week 2 Introduction
()
Price to Demand Curve
()
Application of Price to Demand Curve: Price Piano
()
Application of Price to Demand Curve: Price Ladder
()
Application of Price to Demand Curve: Incentive Curves
()
Customer Value Drivers in a B2B Context
()
Implementing Value-based Pricing-Using Value-based Pricing for New Products
Value-based Price Setting for a New Product: Steps 1&2
()
Value-based Price Setting for a New Product: Steps 3-5
()
Implementing Value-based Pricing-Pricing at the Intersection of Economics and Customer Value
Price Elasticity: Intersection of Economics and Customer Value 1
()
Price Elasticity: Intersection of Economics and Customer Value 2
()
Implementing Value-based Pricing-Takeaways
Week 2 Takeaways
()
Measuring Customer Preferences-Obtaining Willingness to Pay from Surveys
Week 3 Introduction & Overview of Methods to Assess WTP
()
Obtaining Willingness to Pay from Surveys
()
Interpreting Combined Survey Data
()
Case Intro: Adios Junk Mail
()
Case: Adios Junk Mail
Case Debrief: Adios Junk Mail
()
Measuring Customer Preferences-Obtaining Willingness to Pay from Conjoint Analysis
Conjoint Analysis Applications
()
Why Conjoint?
()
Conjoint Analysis: Steps 1-3
()
Conjoint Analysis: Step 4 and Product Preferences
()
Attribute Trade-offs
()
Attribute Importances
()
Conjoint Analysis: Willingness to Pay
()
Conjoint Analysis: Other Ways to Interpret Data
()
Conjoint Analysis: Propensity Modeling
()
Measuring Customer Preferences-Takeaways
Week 3 Takeaways
()
Considering the Human Nature of Customers-Mental Accounting
Week 4 Introduction
()
Mental Accounting and Price Perceptions
()
Money Is Not Money
()
What We Can Learn from Ginsu Knives
()
Integrating Losses
()
Minimizing Losses and Give a Win with a Loss
()
Considering the Human Nature of Customers-Consumer Price Perceptions
Considering Consumer Price Perceptions: The Framing Effect
()
Gain and Loss Frames in Pricing
()
The Pain of Paying
()
Separate the Pain of Paying from Consumption
()
Considering the Human Nature of Customers-Mental Shortcuts that Affect Pricing
Anchoring and Price Primacy
()
Visual Tricks, Free as a Special Price, and Hedonic Bundling
()
Price Decoy
()
Considering the Human Nature of Customers-Value-based Pricing Assignment
Considering the Human Nature of Customers-Takeaways
Applying the Customer Value Lens: Subscription Pricing
()
Week 4 Takeaways & Course Wrap-up
()