Trading Up: New and Used (Readers Choice Book 1)

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Speed: Federal Express offers a variety of next-day delivery options in major cities, often including am, am, and pm. Warranty: DieHard auto batteries have warranties ranging from 18 months gold to 4 years platinum. Relationship: Memberships to the Boston Symphony Orchestra vary in such things as access to intimate gatherings with musicians, invitations to rehearsals, and behind-the-scenes lectures. Certainty: Many heating oil companies offer homeowners the option of paying market rates which fluctuate or, for a premium, locking in a rate for the season.

What is Forex?

Skill level: Equinox Fitness rates and prices its personal trainers according to how far they have advanced in its training institute. Once the brainstorming is complete, a company can begin analyzing the potential features it has identified. Three questions are key: Does the feature have mass appeal or low appeal? How would adding or subtracting it affect the cost of producing the good or offering the service? Many managers start by focusing on the Best option, because of its obvious potential for revenue growth and because imagining new high-end features is fun.

But they should begin by identifying and analyzing fence attributes—often the most challenging task in G-B-B implementation. The goal of adding a Good offering is to pick up new budget-minded customers without losing revenue from existing ones. In a perfect world, not a single customer would move from Better to Good. Indeed, one of the biggest risks of shifting to G-B-B is that existing customers will migrate to the new lower-priced offering, cannibalizing revenue and margins.

Fence attributes prevent this, by making the downgrade a difficult, unpleasant, or painful choice. Examples of fence attributes abound. That was a significant fence for many fans, who would rather stay home than sit in a poor location.

Companies seeking to implement Good offers must find similarly effective fences. To choose the fence attributes that will separate their Good and Better offerings, companies should look for features that have both wide and deep appeal meaning that most customers want them and consider them vitally important and are somewhat costly to produce. The combination of high appeal and high cost means that if the feature is part of the Better but not the Good offering, relatively few people accustomed to Better that is, existing customers will consider Good—but those willing to do without the feature can enjoy a significant discount.

For instance, when the New York Times launched its digital subscriptions, in , it moved to a G-B-B model in which the physical paper which many subscribers were loath to discontinue, and which is costly to print and deliver served as a fence attribute. The same qualities—appeal and cost—that help companies choose fence features will also guide them toward features that belong in Best.

Those should similarly appeal to a wide segment of buyers, but ideally they will cost relatively little to include so that the company can keep high margins on Best. For instance, quicker delivery time can be part of a Best offer. And in some industries, guarantees or warranties can deliver high perceived customer value at little cost, depending on the hurdles that must be overcome to redeem the guarantee or on the expected utilization rate. For example, the length of the warranty is the major differentiator between Good, Better, and Best versions of car batteries—products that behave fairly predictably.

But some products, such as tutoring services and weight loss programs, require customer involvement to achieve success.

Used Books

When devising Best bundles, companies need to be realistic about the attributes they can include. Two rules of thumb for design: To ensure sharp distinctions between offerings, no more than four attributes should differ between Good and Better and between Better and Best. Some rules of thumb can similarly help with pricing.

Companies should pay close attention to the price gaps between Good and Better and between Better and Best. The actual mix will depend on how many attributes vary between versions, the degree of differentiation achieved, and the price spread. Many companies conduct formal research to see whether their intuitive sense of what customers want is on target. Still others proceed without any formal research.


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Regardless of timing, companies can draw on three sources of data:. Experienced executives, salespeople, and other frontline employees have a good understanding of customers and their needs. When setting G-B-B prices, companies should collect and factor in the views of these in-house experts. Although that may feel unscientific, my experience with clients shows that in-house expert judgments often reliably predict data gathered during more-formal testing—and many companies design and implement effective G-B-B strategies using only those judgments to drive bundle and pricing decisions.

Basic insights can be gained by asking customers to respond to potential features and prices in quantitative or qualitative surveys the questions can be added to existing post-purchase satisfaction surveys. Would you be interested in making this purchase, and why or why not? This common research technique involves giving subjects a series of binary product choices, each with different features and prices, and asking which they prefer.

It can be a powerful tool: If the choices are constructed well and enough data is gathered, researchers can gain a clear sense of which attributes or features customers want, how much they will pay for each, and which are fence attributes. Still, especially for companies desiring strong quantitative evidence before bringing a G-B-B strategy to market, positive results from a well-designed conjoint analysis can provide comfort and affirmation. Early results should be watched carefully and adjustments made as needed.

Compared with other product attributes, pricing is often easy to alter on the fly.

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Most companies could implement some form of G-B-B. In other cases, executives may be too fearful of cannibalization or skeptical about the effectiveness of fences to limit it to sign off on a Good offering.


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  • Or, if you are new to Forex trading, you might not be comfortable using the maximum leverage the broker offers. With this in mind, check whether the broker allows nominal leverage - where you can choose the amount of leverage you use in your trading, anywhere up to the maximum limit. Finally, consider whether the Forex broker offers education and support.

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    Ongoing education is essential to a Forex trader's development and achieving the best results. This is why Admiral Markets offers a range of free articles and tutorials, webinars and online courses, including Forex and Zero to Hero. In addition to educational content and materials, it's also important to consider the availability of support, so you can get your questions answered, and any potential issues dealt with. In particular, you should look for a Forex broker that has a major presence in your country or, at a minimum, offers phone and email support in your language. A broker with an efficient customer enquiry and complaints procedure will ensure that if an enquiry is filed by a Forex trader and cannot be resolved within a few hours, it is immediately forwarded to the customer support desk or compliance department.

    If you would like to explore this topic in more detail, why not check out our in-depth guide to choosing the right Forex and CFD broker? Did you know that Admiral Markets offers traders the number 1 multi-asset trading platform in the world - completely FREE!? Alongside choosing a broker, you will also be researching the Forex trading software and platforms they offer. The trading platform is the central element of your trading, and your main working tool. It is an essential piece of the puzzle, as the best Forex tools can have a significant impact on your trading results. So, what should you be looking for when considering your options?

    At Admiral Markets, our platforms of choice are MetaTrader 4 and MetaTrader 5, which are the world's most user-friendly multi-asset trading platforms. These are fast and responsive platforms, providing real time trading data.

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    Additionally, these platforms offer automated trading options and advanced charting capabilities, and are highly secure. MetaTrader 5, which is the most recent version of the trading suite and has a range of additional features, which include:. While Forex trading for beginners or professionals will always require software, the level of competition between brokers means that most Forex trading software is available for free.

    While some EAs can be helpful, it can be hard for them to remain profitable when the market changes. Unless you understand the code it's written in, you're probably not going to be able to adapt your EA to work with those changes.

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    If you are one of the many traders who believe that an EA would outperform the market, then perhaps you should give it a try with the MetaTrader Supreme Edition plugin. And perhaps best of all, we offer EAs free of charge for traders! Did you know that Admiral Markets offers an enhanced version of Metatrader that boosts trading capabilities?

    Now you can trade with MetaTrader 4 and MetaTrader 5 with an advanced version of MetaTrader that offers excellent additional features such as the correlation matrix, which enables you to view and contrast various currency pairs in real-time, or the mini trader widget - which allows you to buy or sell via a small window while you continue with everything else you need to do. If you are keen to start trading, a risk-free way to learn the fundamentals and test out new skills is by opening a Forex demo account.

    Simply put, you will have access to virtual funds that you can use to make trades in a demo environment, making this the perfect way to put your knowledge to the test.

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    Before you make your first trade, it's important to consider how to effectively manage your risk in the Forex market. As we've already discussed, trading Forex CFDs gives you the opportunity to trade using leverage, meaning you can use a relatively small deposit to access a larger portion of the market up to times the value of your account balance, if you're a Professional client. This then multiplies your potential profits to the same extent. However, it also multiplies your potential losses. To use an extreme example, imagine holding an account balance of 2, EUR and putting all of that on a single trade.

    If the trade goes badly, you will have lost your entire investment, and because the Forex market can move very quickly, losses can also happen very quickly. This is where risk management is essential - to help you minimise losses and protect any profits you do make. The key areas to consider when managing your Forex trading risk are trading psychology, and money management.

    While it might sound strange to discuss the topics of mindset and psychology in a guide to Forex trading, the truth is that these are some of the most important factors separating successful traders from unsuccessful traders. Developing trading discipline and the ability to manage your emotions will help you remain cool under pressure, entre trades at the right time, and to know when to exit those trades - whether you are cutting your losses, or taking your profits before the market turns.

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