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Pricing & Value Research

There are three ways of increasing profits: sell more, cut our costs, or raise existing prices.

Raising prices, in principle, is very easy indeed - change the price ticket and price list and tell the sales force to raise prices by 5%. Of course, once we increase prices, customers may start to look elsewhere for a better deal.

It is, however, useful to broaden the discussion on price and think about value – the trade-off between the benefits a customer receives from a product or service and the price they are willing to pay for it.

B2B International's pricing research solutions are grounded in the principles of value marketing. Our thoughts on this important topic are contained below:

White Paper: Value Marketing & Value Selling In B2B Markets

Written by Matthew Harrison

In response to increasing competition in many business-to-business markets, there is an acceptance that prices have to be reduced, margins squeezed and businesses less profitable. We at B2B International vehemently disagree with this view.

Article: How To Avoid Competing On Price

Companies that sell raw materials or simple components face a marketing problem – how to give their products recognisable benefits which differentiate them from competitors. This article seeks to show how to avoid price cuts by adopting a more professional and profitable marketing stance.

White Paper: Brand Equity Research: Net Value Score – The Metric For Judging A Company’s Success

Written by Julia Cupman and Paul Hague

Many research studies provide measures on satisfaction and loyalty, but few provide measurements on perceived value. So, there is a need for a new tool that more accurately measures perceived value; this is where the Net Value Score comes in.

White Paper: The Problem With Price

Written by Nick Hague

No company wants to leave money on the table and so obtaining the optimum price has always been a key issue to marketers. However, asking customers to quantify the price they would be willing to pay for a product or service is one of the hardest questions for any researcher.

Article: Research As An Aid To Optimum Pricing

Do you wish to optimise profit? Here you will find out about the value the market puts on your product/service – and what you can charge accordingly. We describe some of the ways research can help you establish what that value is.

White Paper: Pricing Research – What Do Our Customers Value?

Written by Paul Hague and Matthew Harrison

Establishing the value that people put on the goods and services they sell is one of the most difficult tasks for the business-to-business marketer. Finding the right price is a judgement which many get badly wrong – usually charging too little because they don’t realise the value of their offerings.

White Paper: Differentiation – Are Product, Brand and Service Still Enough?

Written by Daniel Park

Marketers are constantly searching for differentiation. Unless a company has a genuine scientific or technological advantage, preferably one protected by a patent, competitors can often match any incremental change in an ever-shortening time-scale.

Article: It’s The Quality That Counts

How important is price against the other elements of the marketing mix? This article is based on experience from market research and draws a moral.

Article: Recommended Marketing Strategies In Developed And Developing Markets

This article discusses the different insights that tend to arise in different geographies. In particular, how do the critical marketing success factors in the developing and developed worlds differ from each other?

White Paper: Identifying The Driving Forces Of Your Business

Written by Julia Cupman

Many companies find it hard to identify what makes them special to their customers and potential customers. Equally, many struggle to describe their unique selling points and their core competences – the central, driving forces of their business. So, how do you identify these driving forces?

B2B International showed diligence, professionalism, resilience and adaptiveness. As a result they delivered highly valuable insights that are influencing how we will be taking this new service to the market.

Vodafone

The comprehensive nature of the survey, the results and the clarity of the final presentations were excellent and we would like to thank you and your team for the high quality work produced.

HSE (Health & Safety Executive)