Determining Price Sensitivities in B2B Markets

Consulting Roundtable

June 29, 6:30 PM - 9:00 PM

Come learn how companies can avoid the trap of cost plus pricing and use a true understanding of customer price sensitivities to develop a pricing approach that promises higher revenues and richer profits. Learn more.

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Where

Gleacher Center
Room 600
450 North Cityfront Plaza Drive
Chicago, Illinois

Who

Joseph Lackner
Director, Archstone Consulting

Program

6:30 - 7:00 PM: Networking
7:00 - 8:30 PM: Main Presentation
8:30 PM: Cash Bar Reception

Registration

Register Online
Register via Email

Questions

Ashish Kothari, '02

Event Details

Many B2B companies employ cost-plus as their main method of determining price�often resulting in price points that maximize neither revenue nor profitability. For most B2B companies, cost information is much more readily available and much more clearly quantifiable than customers� willingness to pay�resulting in an over reliance on cost as a means for setting price. This presentation highlights alternatives for quantifying customers� price sensitivities in B2B markets. It draws upon specific B2B cases where analyses of customer purchase decisions revealed pricing opportunities that were previously thought impossible.

From this presentation, attendees will understand:

• The Value And Limitations Of Alternative Price Sensitivity Measures
• How To Recognize Potential Pitfalls In B2B Pricing Analysis And Avoid Them

Speaker Profiles

Joseph Lackner
Director, Archstone Consulting

Joseph P. Lackner is a member of the Archstone Consulting�s strategy practice. He has more than ten years of consulting and marketing experience, with a focus on helping customers leverage market insights to improve their competitive performance. Mr. Lackner has led many customer value and pricing analysis efforts for Fortune 500 and other clients in a variety of business to business markets including industrial products, business to business services, transportation, packaging, printing, and information technology.

Prior to joining Archstone Consulting, Mr. Lackner was a Vice President at Charter Consulting, a boutique strategy and operations consulting firm, where he specialized in helping companies leverage market and customer information to craft effective business strategy. He has also held leadership positions in marketing and product development in services and software companies.

Mr. Lackner earned a BA in Psychology from the University of Chicago. He is a member of the Professional Pricing Society, the Business Marketing Marketing Association, the Product Development Management Association, and the Strategic Management Society. Mr. Lackner is a regular speaker and author. He has contributed to several books, published articles in leading professional journals, and has been an invited speaker to groups including the Business Marketing Association, the University of Tennessee�s Customer Value Forum, and the Professional Pricing Society.