Bradley Gale on

Evaluating a product concept and setting its price

a live, interactive demo using the Value Strategy Toolkit

Dr. Bradley Gale, author of Managing Customer Value, and his colleague Donald Swire, developer of the Value-Strategy Toolkit software, will demo how value-mapping tools are used to size up and refine a product concept prior to launch. This tool adds rigor to your decisions on product configuration and setting prices..

The Value Map is the Swiss Army knife of marketing analytical tools. It helps you profitably configure, position, and price your products against a field of competitors. The value-mapping system guides you in measuring the performance of your product relative to the competition. By managing the combination of performance and price of the products you bring to market, you assure that customers will see good value from you when they make their buying decision.

When: Thursday, June 20, 2013
Time: 11:00 AM Eastern time (USA)

To sign up, please complete form at the bottom of this page

A proven technique for getting the value right

This free one-hour webinar at 11:00 AM Eastern Time, Thursday, June 26, 2008 will demonstrate:

  • Identifying the key advantages of your product relative to competitors
  • Estimating the worth of these advantages to the customer
  • Setting your price based on the appraised market value of your product
  • Identifying high-priority performance improvements that will make your product more competitive
  • Positioning and selling your product based on its performance advantages
  • Testing the competitiveness of new-product concepts prior to launch.

Sign up below for this free program. We’ll email you details for connecting. (You’ll need a computer with built-in sound (e.g. headset) and a web connection.)

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* This paper illustrates the techniques to be covered in the demo


Dr. Bradley T. Gale, president of Customer Value, Inc. and Chairman of Gale Consulting, Inc., has consulted on marketing and competitive strategy for such companies as Caterpillar, Trane, Honeywell, Ingersoll Rand, John Deere, Mars, Milliken, Nortel, and Syngenta. His book Managing Customer Value, published by The Free Press in 1994, was reviewed by Publishers Weekly as "arguably the most useful marketing study since the formative works of Peter Drucker, Philip Kotler, and Michael Porter...may shape business thinking for years to come."