Designing Dynamic Pricing Strategies Based on Demand

Course Overview

Most disappointing results in dynamic demand-based pricing trace back to an audience defined too broadly. Buyers now complete much of their decision on the marketing and commercial practice capability before speaking to anyone. The most reliable predictor of sound this part of marketing and commercial practice is whether anyone reviews it when nothing has gone wrong. It concentrates on the parts of dynamic demand-based pricing that determine outcomes and treats the rest proportionately. The programme builds the judgement to know which parts of the practice within marketing and commercial practice to standardise and which to leave flexible. Buying a tool rarely fixes the wider marketing and commercial practice agenda; the underlying capability has to be built internally first. The content is relevant to those who own dynamic demand-based pricing and to those who are held accountable for its results. Discussion is anchored to worked examples of this strand of marketing and commercial practice rather than to abstract argument. It ends with a prioritised list of changes to this aspect of marketing and commercial practice that the participant is prepared to defend internally.