PRICE AND VALUE

COMMUNICATION
 IN THIS CHAPTER..

• Explain how to develop value-based messages to reflect

key product characteristics.
• Examine how to adapt value-based messages for important
purchase characteristics.
• Show how to communicate price to positively influence
customer’s willingness to pay.
 VALUE COMMUNICATION

• The Problem: A customer generally does not know true value unless
informed by the seller.
• Value communication is important when your product or service creates value
that is not readily apparent to potential customers.
• Value communication is nothing more than information dissemination.
 Develop value proposition (i.e., compellingly unique & distinctive economic or
psychological benefits.
 Communicate the value proposition
 Deliver the value
 THE ROLE OF VALUE AND PRICE
COMMUNICATIONS

• Is to convey the value proposition in a compelling manner to accomplish three

goals:
 Enable customers to fully understand the benefits;
 Quantify the value of those benefits;
 and raise customers' willingness to pay for differentiating features and services.
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