1. Is It Time to Raise Prices? Aaron Carlson, Jason Wilde

2. What is Price Setting Generally arbitrary number directly associated with cost. – Cost + 20% Who can help you decide on a price? – Competitors – Customers – Salespeople

3. Value is KEY! Value – “How much would a rational consumer be willing to pay for your product, assuming the consumer had a perfect understanding of its actual worth?” - John Gourville

4. Objective vs. Perceived Value Objective value – how much a consumer would be willing to pay for your product assuming the consumer had a perfect understanding of its ACTUAL worth. Perceived value – between objective value and the break even point or what a consumer would be willing to pay.

5. Is your price too low? Create scarcity Bundle the products or services Manage coupons effectively

6. Dogfish Brewery Changed the reference point Wine Dinner events Packaging Controls batch quantity “were not a commodity” $14-$18

7. ? Do you think Dogfish has a sustainable pricing strategy? An example of scarcity increasing value?