Pricing: Understanding and

Capturing Customer Value

Marketing Management, Session 8
Outline

What is a Price?

Major Pricing Strategies

Other Internal and External Considerations

Affecting Price Decisions
 What Is a Price?

Price is the amount of money charged for a product or

service, or the sum of the values that customers
exchange for the benefits of having or using a product or
service.
Price is the only element in the marketing mix that produces
revenue; all other elements represent costs.
 Major Pricing Strategies

Considerations in setting price:

Types of pricing strategies:

 Customer value-based pricing
 Cost-based pricing
 Competition-based pricing
 Major Pricing Strategies
Customer Value-Based Pricing

Customer value-based pricing: setting price based on buyers’

perceptions of value rather than on the seller’s cost.
 Major Pricing Strategies
Customer Value-Based Pricing

Two types of value-based pricing:

1. Good value pricing, is offering just the right combination

of quality and good service at a fair price.

Everyday Low High-Low Pricing

Pricing (EDLP)
 Major Pricing Strategies
Customer Value-Based Pricing

2. Value-added pricing, is attaching value-added features

and services to differentiate a company’s offers and
charging higher prices.
 Major Pricing Strategies
Cost-Based Pricing

Cost-based pricing: setting prices based on the costs for

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

It adds a standard markup to the cost of the product.

 Major Pricing Strategies
Cost-Based Pricing

Types of costs:

Fixed costs • Costs that do not vary with

(overhead)
production or sales level

Variable costs • Costs that vary directly with

the level of production

• The sum of the fixed and

Total costs variable costs for any given
level of production
 Major Pricing Strategies
Cost-Based Pricing

Cost per unit at different levels of production per period:

 Major Pricing Strategies
Cost-Based Pricing

Cost per unit as a function of accumulated production:

Experience curve (learning curve) is the drop in the average

per-unit production cost that comes with accumulated
production experience.
 Major Pricing Strategies
Cost-Based Pricing

Cost plus pricing (markup pricing): adding a standard markup to

the cost of the product.

Benefits:
Sellers are certain about costs
Prices are similar in industry and price competition is
minimized
Buyers feel it is fair

Disadvantages:
Ignores demand and competitor prices
 Major Pricing Strategies
Cost-Based Pricing

Break-even pricing (target return pricing): setting price to

break even on the costs of making and marketing a
product, or setting price to make a target return.
 Major Pricing Strategies
Competition-Based Pricing

Competition-based pricing: setting prices based on

competitors’ strategies, prices, costs, and market offerings.

Consumers will base their judgments of a product’s value on

the prices that competitors charge for similar products.
 Major Pricing Strategies
Competition-Based Pricing

In assessing competitors’ pricing strategies, the company

should ask several questions:

How does the company’s market offering compare with

competitors’ offerings in terms of customer value?

How strong are current competitors, and what are their

current pricing strategies?

How does the competitive landscape influence customer price

sensitivity?
 Other Internal and External
Considerations Affecting Price Decisions
Overall Marketing Strategy, Objectives, and Mix

Before setting price, the company must decide on its overall

marketing strategy for the product or service. Sometimes, a
company’s overall strategy is built around its price and value
story,

Pricing may play an important role in helping to accomplish

company objectives at many levels.

Companies often position their products on price and then

tailor other marketing mix decisions to the prices they want
to charge.
 Target costing: pricing that starts with an ideal selling price,
then targets costs that will ensure that the price is met.
Other Internal and External
Considerations Affecting Price Decisions
Organizational Considerations

Organizational considerations include:

 Who should set the price?

 Who can influence the prices?
 Other Internal and External
Considerations Affecting Price Decisions
The Market and Demand

Before setting prices, the marketer must understand the

relationship between price and demand for its products.

Pricing in different types of markets:

Pure competition

Monopolistic competition

Oligopolistic competition

Pure monopoly
 Other Internal and External
Considerations Affecting Price Decisions
The Market and Demand

The demand curve shows the number of units the market will
buy in a given period at different prices that might be
charged.

 Normally, demand and price are inversely related.

 Higher price = lower demand
 For prestige (luxury) goods, higher price can equal higher
demand when consumers perceive higher prices as higher
quality.
Other Internal and External
Considerations Affecting Price Decisions
The Market and Demand

Demand curves:
 Other Internal and External
Considerations Affecting Price Decisions
The Market and Demand

Price elasticity: a measure of the sensitivity of demand to

changes in price.
 Inelastic demand occurs when demand hardly changes
when there is a small change in price.
 Elastic demand occurs when demand changes greatly for
a small change in price.

Price elasticity of demand =

% change in quantity
demand
% change in price
 Other Internal and External
Considerations Affecting Price Decisions
The Economy

Consumer
spending
Economic
factors: Consumer
- Recession perceptions
affect
- Inflation of the
- Interest product’s Pricing
rates price & value decisions

Company’s
costs of
producing
and selling a
product
Other Internal and External
Considerations Affecting Price Decisions
Other External Factors

Reseller’s response to price

Government

Social concerns
Source: Philip Kotler, et al. (2017). Principles of Marketing: An Asian Perspective. 4. Pearson Education.

By: Annetta Gunawan