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Recorded webinar | ACCA

Pricing techniques to maximise profit

Understand how pricing impacts sales, reflects customer value perception, and is influenced by psychological factors, along with various effective pricing mechanisms

Overview

Group pf people discussing in office

Utilising the most appropriate and effective pricing strategies has, by far, the greatest impact you can make on profitability.
This session will aid your understanding of traditional and alternative determinants of price, assist you in determining their applicability to your own business and the role finance can play in developing and supporting pricing decisions.

You will gain an understanding of the impact of pricing on sales, how pricing may be set to reflect the value perception held by customers, and how psychological factors impact customer price perception. Gain an understanding of various pricing mechanisms and when they can be applied to best effect.

  • Pricing is much more effective than cost management in driving profits
  • What is value and how do customers perceive it – the Value Proposition
  • Understanding price elasticity
  • The psychology of pricing
  • Pricing strategies we can pursue
  • Cost, contribution, and penetration-based pricing.
  • Target, skimming, and discrimination-based pricing.
  • Decoy, psychological, and value pricing.
  • Competitor, going rate, and commodity pricing

 

John McKenzie

He has held a variety of roles in F&A, manufacturing, sales, marketing & business development with 21 years in the automotive sector with Ford & Unipart, then 12 years in the IT sector with Armstrong Laing & SAS.

He now pursues freelance lecturing, consulting and writing. In 2008, his first book, ABC/M to the Max was published and has spoken at over 500 public conferences and seminars worldwide.

He has lectured for the Management Centre of Europe and currently lectures, as an acknowledged subject matter expert, for major accounting bodies both U.K and abroad on, business planning, budgeting and forecasting, strategic accounting, strategic planning, ABC/M, margin management, change management, cost management, shareholder value and performance measurement.

Amongst many clients he has worked for are The World Bank, DHL, Barclays, Oracle, Cisco, British Airways, UBM, Mercer HR, Tetrapak and Pfizer.

This event was recorded on 18 June 2025.

Upon completing registration, you will gain exclusive access to this recorded event for up to 12 months. Additionally, course handout materials will be available for download from your document library at https://events.accaglobal.com.

Pricing and booking information

Price

Price (excluding VAT) 269 GBP

Location

United Kingdom

Date & time

On demand

Enquiries

Email enquiries UKCL@accaglobal.com

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