Avoiding Technology Price Erosion in a Down Economy

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During this session, technology business executives learn how to relate pricing to customer value and segmentation, explore pricing options, measure price elasticity and value, understand the implications of product and market lifecycles, and determine when and how to increase price or stem price erosion. Join us to learn about the tools that technology managers are applying to gain new insights and develop pricing strategy.

As a consultant and former division VP at AC Nielsen, Mary Abbazia is an expert in pricing

The Caltech Industrial Relations Center's Strategic Pricing course leader will discuss pricing tactics and tools for technology-driven businesses to combat commoditization, at 10am PDT, September 30 in a free, online interview. Anyone with a computer and Internet connection can attend and submit questions.

Chris Halliwell, director, and co-founder with the Caltech Industrial Relations Center, of the Technology Marketing Center (TMC), will interview Mary Abbazia on how traditional technology marketing concepts such as market segmentation and customer value can be practically applied to protect price. Abbazia will explain how to use quantitative and qualitative market research to support value pricing decisions, even as businesses slow their spending on new technology and competition becomes increasingly aggressive.

"As a consultant and former division VP at AC Nielsen, Mary Abbazia is an expert in pricing," said Halliwell. "She brings great insight into a critical element of the product, market, and competitive strategies that technology marketing leaders discuss in the TMC community."

The discussion with Abbazia is one in a series of Executive Interviews conducted on the last Tuesday of every other month by TMC. The Technology Marketing Center is a rich content destination on the web providing audio files, discussion forums, and case studies to high tech marketing professionals and their colleagues in sales, engineering, and management. TMC is available at http://www.technologymarketingcenter.com.

Caltech is one of the most highly regarded institutions of research and education in science and engineering in the world. Its Industrial Relations Center specializes in executive education, providing new perspectives to technically trained professionals as they increase their breadth of responsibilities and impact across the organization.

Halliwell is also the instructor for the Caltech Industrial Relations Center's course on strategic marketing of technology products which has served more than 3,500 executive participants worldwide. An independent consultant, Halliwell helps high tech companies implement cross-functional processes for product and market strategy development.

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