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
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
