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Profile: Dale Furtwengler

I help companies get higher prices for their products/services regardless of what their competitors or the economy are doing.

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Articles by Dale Furtwengler
Market Share, Pricing and Profitability ‘Strategies’

Market Share, Pricing and Profitability ‘Strategies’

Strategy

A September 11, 2013 Reuters article, iPhone 5c: Apple picks profit over market share yet again, provides an opportunity to make a distinction between market share, pricing and profit strategies.... read more

Big Data, Value Pricing & Fairness

Big Data, Value Pricing & Fairness

Big Data

On May 8, 2014 ABC News reported that online shoppers are being charged different prices for the same product.  The reporters were astonished and dismayed at the apparent lack of... read more

Customers Request Cheaper Alternative

Customers Request Cheaper Alternative

Customer Experience

Within a matter of days I heard of two companies whose customers requested a cheaper alternative.  One was Microsoft.  It reported that “Lot of people asked for better deals on... read more

Insidious Pricing Messages

Insidious Pricing Messages

Strategy

I have to admit I wasn’t paying a lot of attention when the ad for GM trucks first appeared.  My interest piqued when I heard these price discounts “$8,100; $9,100... read more

Innovation Leads to Domination

Innovation Leads to Domination

Business Innovation

Why do some innovations dominate the market while others collect dust?  Why do we feel that we can’t live without products that aren’t essential, yet place little value on those... read more

Customers Build Brands?

Customers Build Brands?

Customer Experience

A March 5, 2014 Forbes article, The Psychology and Philosophy of Branding, Marketing, Needs and Actions, says “Customers build brands, not companies.”  Really? Flawed logic While I agree with the... read more

Guarantees + Pricing = Brand?

Guarantees + Pricing = Brand?

Branding

Robert Klara in his Adweek article, For Some Retail Brands, Lifetime Guarantees Never Went Out of Fashion, discusses guarantees and their impact on branding.  One of the things that struck... read more

Congruency: The Key to Branding

Congruency: The Key to Branding

Branding

What role does reputation play in branding?  More importantly, how can the answer to that question help you create a more powerful brand? This question arose as a result of... read more

A Disturbing Trend in Pricing?

A Disturbing Trend in Pricing?

Marketing

Within three months I’ve heard two successful business people say: “No American wants to pay another American a fair price for his products.” “No one wants to pay you your... read more

Pricing Lessons from the 2014 Corvette

Pricing Lessons from the 2014 Corvette

Strategy

Many business owners believe that low prices increase demand.  Then how do you explain this announcement in Torque News, GM Raises 2014 Chevrolet Corvette Stingray Pricing to Ease Demand? The... read more

The Destruction of Value

The Destruction of Value

Strategy

Concerned about your competitors leapfrogging you and destroying your value?  You shouldn’t be.  You and your organization do a much better job than they ever will. If you doubt that,... read more

Predictable: Amazon’s Price Increase

Predictable: Amazon’s Price Increase

Strategy

In my December 16, 2013 post, Amazon: Pricing to Extinction?, I predicted that Amazon would be raising prices.  I have to admit that the increase occurred earlier than I anticipated.... read more

A Tale of Two Pricing Strategies

A Tale of Two Pricing Strategies

Strategy

Imagine two companies.  One touts the results the customer can expect and charges premium prices, the other touts its low prices.  Which one wins? The two companies are Verizon and... read more

QUICK Value Adding Strategies

QUICK Value Adding Strategies

Strategy

You’ve decided to sell your business and you’re wondering “Is there anything I can do quickly to increase its value?  Indeed, there is.  Here are a couple of things that... read more

Can You Add Value?

Can You Add Value?

Strategy

If you think I’m asking about your organization’s capabilities, I’m not.  Then where, exactly, does the ability to add value lie? In your customer’s mind.  I’m constantly amazed by how... read more