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The strategy enables price changes to goods and services relative to increases or decreases in the product cost which are simple to communicate and justify to customers. [8] When there is little market intelligence, the use of a cost-plus pricing strategy compensates for the lack of information by setting prices based on actual costs. [ 9 ]
Price optimization utilizes data analysis to predict the behavior of potential buyers to different prices of a product or service. Depending on the type of methodology being implemented, the analysis may leverage survey data (e.g. such as in a conjoint pricing analysis [7]) or raw data (e.g. such as in a behavioral analysis leveraging 'big data' [8] [9]).
Once the profit contribution of each customer group is known, further analysis is possible. For example, the Stobachoff curve can be used to illustrate the distribution of profitability graphically: The bigger the area under the curve, the greater the subsidization of unprofitable customer accounts by those that are profitable. [6]
Then a markup is set for each unit, based on the profit the company needs to make, its sales objectives and the price it believes customers will pay. For example, if a product's price is $10, and the contribution margin (also known as the profit margin) is 30 percent, then the price will be set at $10 * 1.30 = $13. [3]
In general business, price analysis is the process of evaluating a proposed price independent of cost and profit. [1] [2] Price analysis began in 1939 when economist Andrew Court decided to analyze prices to better understand the environmental factors that influence this practice. [3]
In most markets, prices adjust quickly to disruptions. Not in insurance. Most drivers have either a six- or a 12-month policy, so insurers can change a given customer’s price only once or twice ...
Components of price. Image according to Garrett (2008), figure 4-1, p.65. In business economics cost breakdown analysis is a method of cost analysis, which itemizes the cost of a certain product or service into its various components, the so-called cost drivers.
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