The Pricing Game

The printing industry is rapidly moving from a cost-driven commodity market toward a service-oriented culture and market-driven pricing -- pricing to the customer's sense of value rather than based on the producer's costs. The challenge is to get more business at higher margins through producing, marketing, and selling more customer-oriented products and services. Pricing is the printer's most effective profit tool, yet many printers continue to use only a cost-plus pricing system. A market-driven pricing system is the road to increased profitability. In this revised edition of The Pricing Game, Lyman Henderson draws on over 50 years of experience in the printing industry to show you how to create a successful pricing strategy. Henderson clearly explains the importance of understanding the customer's concept of value, the theories of target marketing and sustainable competitive advantage, and the value that is created by specializing. Effective pricing requires skill, intuition, industry knowledge, market savvy, and an ability to see the job from your customer's point of view. If this book can be summed up in two words, they are, "price higher." Pricing is a game, but it is not a game for amateurs; the winners will be able to increase prices and profitability.