Pricing: Understanding and Capturing Customer Value

subject Type Homework Help
subject Pages 29
subject Words 1203
subject School N/A
subject Course MKT

Unlock document.

This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
10-1
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
it ’s good and
good for you
Chapter Ten
Pricing:
Understanding and Capturing
Customer Value
10-2
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Pricing:
Understanding and
Capturing Customer Value
What Is a Price?
Major Pricing Strategies
Other Internal and External
Considerations Affecting Price
Decisions
Topic Outline
10-3
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Price is the amount of money charged for a
product or service. It is the sum of all the
values that consumers give up in order to
gain the benefits of having or using a
product or service.
What Is a Price?
10-4
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Price is the only
element in the
marketing mix
that produces
revenue; all
other elements
represent costs
What Is a Price?
10-5
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Major Pricing Strategies
Understanding how
much value
consumers place on
the benefits they
receive from the
product and setting a
price that captures
that value
Customer Value-Based Pricing
10-6
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Major Pricing Strategies
Customer Value-Based Pricing
page-pf7
Major Pricing Strategies
Value-based pricing uses the buyers’
perceptions of value, not the sellers
cost, as the key to pricing. Price is
considered before the marketing
Customer Value-Based Pricing
page-pf8
page-pf9
page-pfa
page-pfb
page-pfc
page-pfd
page-pfe
page-pff
page-pf10
page-pf11
page-pf12
page-pf13
page-pf14
page-pf15
page-pf16
page-pf17
page-pf18
page-pf19
page-pf1a
page-pf1b
page-pf1c
page-pf1d
page-pf1e
page-pf1f
page-pf20
page-pf21
page-pf22
page-pf23

Trusted by Thousands of
Students

Here are what students say about us.

Copyright ©2022 All rights reserved. | CoursePaper is not sponsored or endorsed by any college or university.