Pricing Studies

Overview of pricing studies and other marketing studies

Inform yourself about our regular empirical studies on the topic of strategic pricing and other marketing topics.

All 25 /Automotive/Mobility 1 /B2B Marketing 1 /Behavioral Targeting 1 /Content-Marketing-Strategien 3 /Digitale Kundenkarte 2 /Location-based Marketing 5 /Predictive Markets 1 /Pricing 11 /Steuermodell 1

Authors: Prof. Dr. Hans-Christian Riekhof and Lukas Breustädt, 2023

Pricing Study 2023: Pricing Processes in Business Practice

Authors: Prof. Dr. Hans-Christian Riekhof and Leon Reutel

Riekhof/Reutel: Inflation Pricing. Empirical Study of PFH Göttingen 2022.

Authors: Prof. Dr. Hans-Christian Riekhof, Mathieu Grüneklee, Leon Reutel, 2021

Instore Navigation in German Retail – An Expert Survey

Bei der vorliegenden Studie „Customer Insights: Connected Car Services in Deutschland“ handelt es sich um eine empirische Untersuchung der PFH Private Hochschule Göttingen zur Relevanz von Connected Car Services aus Kundensicht. Es ist eine der ersten Studien, mit der aus der Kundenperspektive die aktuell im Fahrzeug verfügbaren Konnektivitätsdienste analysiert werden.

2020 Study: Customer Insights – Connected Car Services in Germany

Authors: Prof. Dr. Hans-Christian Riekhof and Janina Wille (B.Sc.)

Pricing Study 2018: Pricing processes in business practice

Authors: Prof. Dr. Hans-Christian Riekhof and Maximilian Mitschke (M.Sc.)

Riekhof Mitschke Pricing at Automobile Suppliers 2018

Authors: Prof. Dr. Hans-Christian Riekhof and Stefan Brinkhoff (M.Sc.)

Digital Customer Cards Study 2018

Content Marketing: The Brand as a Media Event – Empirical Study of PFH Göttingen

An online survey by Prof. Dr. Hans-Christian Riekhof, International Marketing, PFH Göttingen 2017

Location-based Marketing: The Willingness to Pay for Push Notifications on Customers’ Smartphones

Relevance: the new magic word in marketing? This impression can at least be gained by those who follow current discussions in the marketing world. Rightly so?

Location-based Marketing Field Study by PFH Göttingen in cooperation with DB Rent GmbH and StadtRAD Hamburg

Title: An empirical study by PFH Göttingen: Content Marketing Strategies in Corporate Practice: An Empirical Analysis
Authors: Hans-Christian Riekhof, Teresa Jacobi Content marketing, the way to address target groups with exciting and entertaining content, is being discussed intensively across industries. However, the study situation in Germany is still quite limited. The study "Content Marketing Strategies in Corporate Practice: An Empirical Analysis" provides answers to the question of how companies use content marketing in a planned and effective manner.
In the present study by PFH Göttingen, a process model of content marketing is presented, which works out the underlying logic of content marketing processes and empirically records success factors. About 80% of the companies that participated in the study consider content marketing to be highly or very highly relevant for the future. However, most companies fail to quantify the success of content marketing.

Content Marketing Strategies in Corporate Practice: An Empirical Analysis

Content marketing, the way to address target groups with informative, advisory or entertaining content, is being discussed intensively across industries. However, the study situation in Germany is still quite thin. The study "Content Marketing Strategies in Corporate Practice" now provides insights.

Content Marketing Strategies in Corporate Practice

Title: Results of an empirical research project: Location Based Marketing in the German Retail Market
Authors: Hans-Christian Riekhof, Lisa Hartenstein This study by the PFH Private University of Göttingen aims to reflect the current state of development of Location Based Marketing (LBM) in the German retail market.
The central consideration is that marketing budgets are not only shifting away from traditional media towards online media, but that the customer can increasingly be reached on site on his smartphone - because he ultimately uses the smartphone actively during shopping. The focus of the investigation is on the expectations and requirements of the trade for this forward-looking form of customer dialogue, and the existing experiences of the trade are also to be documented. This should also contribute to advancing the search for the best possible concepts.

Location Based Marketing in the German Retail Market

As part of the research project, location-based push messages were sent to participants at over 250 locations (indoor & outdoor) using a smartphone application specifically developed for the project. One of the key findings of the Location-based Marketing Study is the realization that the likelihood of accepting an offer significantly increases if it is possible to capture the situational context of the consumer.

Location-based Marketing Study

Prof. Dr. Hans-Christian Riekhof and Anton Ha (PFH Private University of Göttingen) present the results of the empirical pricing study 2015.

Pricing Study 2015: Pricing Processes in Business Practice

"The realization is not surprising: The importance of online marketing in the B2B environment will increase significantly in the coming years." summarizes Prof. Dr. Riekhof

Empirical Study: Online Marketing in B2B Business

1. Research: Price strategies and price decisions presuppose that corresponding insights about customers, market and competition - in addition to information about internal cost structures - are available. Under the heading Research, all price-related sub-processes of a company are summarized that form the information basis for a long-term price strategy.

Empirical Study: Pricing Processes in Entrepreneurial Practice

In order for companies to be able to assert themselves in an increasingly dynamic market environment and to be able to offer increasingly demanding customers a professional service, a process-oriented alignment of the most important company activities is indispensable. In particular, there is still considerable need for catching up in pricing, as our first pricing study of the PFH Private University of Göttingen (Riekhof/Lohaus 2009) has shown. In the new edition of this study, it was investigated to what extent continuous pricing processes have already been established in business practice and what interim development steps have been recorded. For this purpose, a questionnaire was sent to over 2,600 executives and experts from various industries. With 231 answered questionnaires, a response rate of nine percent was achieved in the empirical investigation.

Pricing Study 2012: Increasing Value Creation through Intelligent Pricing: An Empirical Investigation

Abstract

Pricing Study 2009: Value-adding Pricing Processes. An empirical investigation of pricing practice.

The most precise and especially accurate prediction of uncertain future events is a permanent challenge for companies. Forecast markets address this task by uncovering, evaluating and aggregating relevant information. With this report, we contribute to the assessment of the performance of forecast markets and compile where potential difficulties lie and to what extent solutions are already available. It has been shown that a web-based system with a virtual stock market can efficiently aggregate individual judgments through the price mechanism and is characterized by comparatively low transaction costs and high scalability in terms of the number of possible participants. The operational implementation can be supported by internal marketing before the launch, by the right language, by continuous control of the incentive system and by clear support from top management. Experiences of the economy show the still difficult realization of long-term forecasts via predictive markets, as the optimal incentive scheme for this has not yet been sufficiently researched. In addition, further empirical studies are necessary to make better statements about dealing with speculative bubbles, about the ideal number of tradable shares in parallel and about the calibration of the forecast horizon.

Predictive Markets: A Promising Way to Improve Forecast Quality in Companies?

It has not yet been recognized in all companies that considerable value creation potential can be tapped through price research and by checking the pricing processes. Pricing today proves to be a multifaceted management task due to increased complexity. It "includes analysis and planning tasks as well as decision-making and enforcement functions, but also the design of the associated price organization in the company." In other words: Pricing can and must not only be considered as one of four marketing instruments within the marketing mix; Pricing is a strategically important business process that requires the attention of management.

Pricing Processes for Component Manufacturers in Mechanical and Plant Engineering

The demand for a sensible and understandable taxation is repeatedly raised in Germany. Prof. Dr. Dres. h.c. Paul Kirchhof, former Federal Constitutional Judge and Director of the Institute for Financial and Tax Law at the University of Heidelberg, presented a new tax model in July 2011 to make a quite radical contribution to tax simplification. After all, he wants to reduce the tax law paragraphs from 33,000 to 146, eliminate tax privileges and with the introduction of a uniform tax rate of 25% bring clarity and justice back into the German tax system, so the self-imposed claim.

The Kirchhof Tax Model

Title: Pricing Processes at Fast Moving Consumer Goods Manufacturers
Authors: Hans-Christian Riekhof, Franziska Werner (2012) Abstract
The process orientation of pricing has increasingly come into focus in recent years in scientific discussion; furthermore, pricing processes have also been increasingly reviewed in companies. The focus is often no longer on classic price optimization, but on a holistic, process-oriented view of pricing - starting with professional pricing research, the development and formulation of an appropriate pricing strategy and its implementation in the company, to systematic price controlling. This approach is already more widespread in some industries and allows for significant increases in returns in some companies. The subject of this research report is pricing processes at manufacturers of fast moving consumer goods. Companies in this industry face a difficult environment, which requires professional price management. The disputes with trade, the intense competition among manufacturers, and the international activity of most FMCG manufacturers are causes of a significant need for action in pricing. But how high are the importance and professionalism of pricing processes actually in the practice of FMCG manufacturers? And where might there be deficits? These questions were extensively investigated in an empirical study. In order to be able to make statements here, a study by RIEKHOF/LOHAUS specifically for FMCG manufacturers was evaluated. In addition, we were able to gain a more detailed picture of the pricing processes and their relevance in practice through expert interviews and an international survey of the subsidiaries of an FMCG manufacturer. Our investigations showed that the importance of the topic is indeed recognized, but there is still potential for optimization.

Pricing Processes at Fast Moving Consumer Goods Manufacturers

Title: Empirical Study - Pricing Processes in Business PracticeAuthors: Hans-Christian Riekhof, Benedikt Lohaus (2009)

Pricing – Value Creation Potential for the Future?

Abstract

Behavioral Targeting: An Efficient Use of Online Advertising Budget?

Pricing Seminar with Prof. Riekhof

As a participant of the pricing seminar, you will:

approach strategic pricing with a changed mindset and better assess the contribution of professional pricing to results.
have a clear methodological framework with the RSEC model to better handle the complexity of pricing.
develop concrete ideas for quick wins in pricing and assess their feasibility.
create a reliable estimate of the performance improvement that can be achieved through a pricing project.