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1、TERRYALLEN27ThepowerofpricingMichaelV.Marn,EricV.Roegner,andCraigC.ZawadaTransactionpricingisthekeytosurvivingthecurrentdownturn—andtoflourishingwhenconditionsimprove.tfewmomentssincetheendofWorldWarIIhasdownwardpressureAonpricesbeensogreat.Someofitstemsfromcyclicalfactors
2、—suchassluggisheconomicgrowthintheWesterneconomiesandJapan—thathavereinedinconsumerspending.Therearenewersourcesaswell:thevastlyincreasedpurchasingpowerofretailers,suchasWal-Mart,whichcanthereforepressuresuppliers;theInternet,whichaddstothetransparencyofmarketsbymakingite
3、asiertocompareprices;andtheroleofChinaandotherburgeoningindustrialpowerswhoselowlaborcostshavedrivendownpricesformanufacturedgoods.Theone-twopunchofcyclicalandnewerfactorshaserodedcorporatepricingpowerandforcedfrustratedmanagerstolookineverydirectionforwaystoholdtheline.I
4、nsuchanenvironment,managersmightthinkitmadtotalkaboutraisingprices.Yetnothingcouldbefurtherfromthetruth.Wearenottalkingaboutraisingpricesacrosstheboard;quiteoften,themosteffectivepathistogetpricesrightforonecustomer,onetransactionatatime,andtocapturemoreofthepricethatyoua
5、lready,intheory,charge.Inthissense,thereisroomforpriceincreasesoratleastpricestabilityevenintoday’sdifficultmarkets.28THEMcKINSEYQUARTERLY2003NUMBER1Suchanapproachtopricing—transactionpricing,oneofthethreelevelsofpricemanagement(seesidebar“Pricingatthreelevels”)—wasfirstde
6、scribed1tenyearsago.Theideawastofigureouttherealpriceyouchargedcus-tomersafteraccountingforahostofdiscounts,allowances,rebates,andotherdeductions.Onlythencouldyoudeterminehowmuchmoney,ifany,youweremakingandwhetheryouwerechargingtherightpriceforeachcustomerandtransaction.As
7、implebutpowerfultool—thepocketpricewaterfall,whichshowshowmuchrevenuecompaniesreallykeepfromeachoftheirtransactions—helpsthemdiagnoseandcaptureopportunitiesintransactionpricing.Inthisarti-cle,werevisitthattooltoseehowithasheldupthroughdramaticchangesinthewaybusinesseswork
8、andinthebroadereconomy.Ourexperienceservinghundredsofcompaniesonpricingissuesshowsthatthepocketp
