Understanding how much value consumers place

on the benefits they receive from the product Customer Value-based Pricing
and setting a price that captures that value

Customer Value-Based Pricing

Value-based pricing uses the buyers’

perceptions of value, not the sellers cost, as the
key to pricing. Price is considered before the
marketing program is set

Value-based pricing is customer driven Customer Value-Based Pricing

Cost-based pricing is product driven

Customer Value-Based Pricing

Offers the right combination of quality and

Good-value pricing
good service at a fair price

Charging a constant everyday low price with few

Every low pricing (EDLP)
or no temporary price discount

Charging higher prices on an everyday basis but Customer Value-Based Pricing

running frequent promotions to lower prices High-low pricing
temporarily on selected items

Attaches value-added features and services to

differentiate offers, support higher prices, and Value-added pricing
build pricing power

Setting prices based on the costs for producing,

distributing, and selling the product plus a fair
rate of return for effort and risk

Adds a standard markup to the cost of the

product

Rent

Heat
Are the costs that do not vary with production
Fixed costs Cost-based pricing
or sales level
Interest

Executive salaries The amount of money chaảged for a product or

service
Packaging
Are the costs that vary with the level of The sum of all the values that consumers give
Variable costs
production
What is a Price? up in order to gain the benefits of having or
Raw materials
Pricing: using a product or service
Are the sum of the fixed and variable costs for
any given level of production
Total costs Understanding and The only element in the marketing mix that
produces revenue; all other elements represent
Experience or learning curve is when average Capturing Customer costs
cost falls as production increases because fixed
costs are spread over more units
Costs as a Function of Production Experience
Major Pricing Strategies
Value
Cost-plus pricing adds a standard markup to the
cost of the product

Sellers are certain about costs

Prices are similar in industry and price

Benefits Cost-Plus Pricing
competition is minimized

Buyers feel it is fair

Ignores demand and competitor prices Disadvantages

The price at which total costs are equal to total

Break-even pricing
revenue and there is no profit
Break-Even Analysis and Target Profit Pricing
The price at which the firm will break even or
Target return pricing
make the profit it’s seeking

Setting prices based on competitors’ strategies,

costs, prices, and market offerings
Competition-based pricing
Consumers will base their judgments of a
product’s value on the prices that competitors
charge for similar products

Considerations in Setting Price

Starts with an ideal selling price based on

consumer value considerations and then target Target costing
costs that will ensure that the price is met

Who should set the price

Organizational considerations include
Who can influence the prices

Before setting prices, the marketer must

understand the relationship between price and The Market and Demand
demand for its products

Pure competition

Monopolistic competition
Competition
Oligopolistic competition

Pure monopoly

Shows the number of units the market will buy in

a given period at different prices

Demand and price are inversely related

Other Internal and External Considerations

Higher price=lower demand The demand curve
Affecting Price Decisions

For prestige goods, higher price can equal higher

demand when consumers perceive higher prices
as higher quality

Illustrates the response of demand to a change

in price
Price elasticity of demand
% change in quantity demand / % change in
price

Occurs when demand hardly changes when

Inelastic demand
there is a small change in price

Occurs when demand changes greatly for a

Elastic demand
small change in price

Economic conditions

Reseller’s response to price

Government

Social concerns