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Mark Stiving

Author Profile

Mark Stiving

Biography

Mark Stiving (San Jose, CA) is a respected pricing expert with a Ph.D. in Marketing (Pricing) from U.C. Berkeley, and more than 15 years of experience helping companies implement value- based pricing strategies to increase profits.

ARTICLES BY Mark Stiving

Think Your Customers Are Price Sensitive? Check into a Hospital

The healthcare industry offers surprising price paradoxes, and there are some important lessons in them for small businesses of all types.

Got a Startup? Put a (Market) Cap on It

Market cap pricing. If you run a start-up this is a great approach to determine how to best price your offerings.

Price Versioning: A Powerful Competitive Tool

Versioning is a great way to ensure that you maximize your profit from every customer -- from the thriftiest savers to the biggest spenders. Here's how it works.

Why Cost-Plus Pricing Costs Your Business Money

Cost-plus pricing is fair, easy to do, and completely rational. It's also a good way to leave a ton of money on the table. Here's why.

Pump Up the Volume - on Your Pricing!

Most businesses offer some sort of volume discount to their customers. But not all of them understand exactly why it works.

Why 99 Is the Magic Number for Product Pricing

Why 99 Is the Magic Number for Product Pricing

Why do most prices end in 99 cents? There's actually solid psychology behind this unwritten rule -- and some good reasons why you should do it, too.

What the Airlines Can Teach You About Pricing

Every time you book a flight, you're learning a valuable lesson in price differentiation. The same principles can work for your small business, too.

The Hidden Power of Differential Pricing

Charging two customers different prices for the same product isn't just a good idea. It's an essential part of building a profitable business.

The Art of Communicating Value to Your Customers

Should you sell products by touting features of benefits? The answer depends upon how much your customers already know -- or don't know.

Features or Benefits: Which Sells More Product?

Sales experts teach you to sell benefits, not features. Here's why you sometimes need to take exactly the opposite approach to selling your products.