Machine generated contents note: pt. 1 HOW TO SET PRICES FOR MAXIMUM PROFITS -- ch. 1 Why Pricing Is the Key to Your Success -- Raise Prices---or Sell More Products? -- Big-Company Case History -- Tiny-Company Case History -- ch. 2 Why Most Companies Stink at Pricing (and How You Can Do Better!) -- The "Myth" of Creating Demand Curves -- How Your Competitors Are Setting Prices -- Cost-Pius Pricing -- Match-Your-Competitors Pricing -- pt. 2 HOW THE MARKET WILL VALUE YOUR NEW PRODUCT -- ch. 3 Analyzing Your Competitors' Prices -- You Do So Have Competitors! -- How to "Pick" Your Competitors -- Direct vs. Indirect Competitors -- How Consumers Evaluate Prices -- How to Get Profitable Ideas from Your Competitors -- ch. 4 Environmental Factors That Can Affect Your Pricing -- Environmental Factors Overview -- The Economy -- Competitors -- Government Regulation and Legal -- Social Trends -- Technological Change -- ch. 5 Pick the Positioning of Your New Product --

Contents note continued: There Are Only 3 Choices! -- The Psychology of Price Positioning -- Penetration Price Positioning -- Skimming (or Premium) Price Positioning -- Competitive Price Positioning -- Learning More about Competitive Pricing -- ch. 6 Analyzing Your Buyer Benefits/Drawbacks Relative to Your Competitors -- Uncovering What Buyers Really Value/Hate about Products in Your Marketplace -- Learn More about Calculating Buyer Valuation of Different Features -- ch. 7 Picking a "Ballpark" for Your Best Price -- You Will Not Be "Stuck" with Your Decision! -- Can't Make a Profit at that Price Range? -- Not Sure about Your Results? -- Learn More about Buyers' Reactions to Price Ranges -- pt. 3 YOUR COST ANALYSIS -- ch. 8 Evaluating Your Costs -- The Ideas Behind "Target Costing" and "Target Engineering" -- Types of Costs -- The Hardest Part of Calculating Costs -- Reasons for Launching a Product that Doesn't Cover Overhead -- pt. 4 FINE-TUNING YOUR PRICE --

Contents note continued: ch. 9 Is Your Profit Potential Acceptable? -- If You're Happy with Your Potential Profits -- If You're Not Happy with Your Potential Profits -- Next Step -- ch. 10 Psychological Adjustments to Your Price -- Understanding "Barriers" in Prices -- Staying below Barriers -- Increasing Prices up to Barriers -- Numbers that Say "Discount" to Buyers -- Test Your Knowledge! -- Visually Appealing Prices -- Selling to Businesses -- Learn More about Thresholds -- Learn More about the Effect of Numbers -- pt. 5 TESTING YOUR PRICES -- ch. 11 Testing Prices -- The Psychology of You---in Setting Prices -- Can You Test? -- The Difference between Testing and Research -- ch. 12 Using Google to Test Prices for Free (or Almost Free) -- Two Methods for Almost-Free Testing!! -- Using Google Optimizer to Test Multiple Things -- pt. 6 PRICING IN SPECIAL SITUATIONS -- ch. 13 Pricing Services -- Imagine No Chapter 13! -- The Complications of Setting Prices for Services --

Contents note continued: The Myth of Pricing Based on "What You Want to Earn" -- Pricing by the Hours versus the Job -- Finding What Service Competitors Charge -- Picking Your Price Positioning -- What Your Price Says about Your Firm -- How to Charge Higher Prices to Those Willing to Pay More -- ch. 14 Pricing New Products/Services, Part 1: When Your Brand Is Unknown -- The Problems in Pricing Something New -- Price Equals Quality Buyer Perception -- Does Quality Equal Likelihood-to-Buy? -- Understanding "Bargain Hunters" -- Price Preferences by Product Type -- Detailed Research on Buyer Price Position Preferences -- Additional Research on Preferred Prices -- Learn More about Risk and Pricing -- ch. 15 Pricing New Products/Services, Part 2: Competing with Established Brands -- When Your Competitors Are Established Brands -- Risk Avoidance -- Price Premiums for Known Brands -- Discounting Differences -- What Causes Customers to Switch to a New Brand? --

Contents note continued: What Happens after Buyers Switch? -- Shocking Findings on Brand Names -- So What Does it All Mean for Pricing a New Product/Service? -- ch. 16 Pricing with Discounts -- Discounts: A Double-Edged Sword -- When Discounts Worry Consumers -- Determining Best Discount Levels -- Discounts' Effect on Quality Ratings and Purchase -- Concluding Thoughts on Pricing, and Especially on Testing Prices.