Pricing of services
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Chapter 17. Pricing of Services. Three Key Ways that Service Prices Are Different for Consumers Approaches to Pricing Services Pricing Strategies that Link to the Four Value Definitions. Pricing Quiz. Which dentist would you choose for a filling in your tooth?.

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Pricing of services

Chapter

17

Pricing of Services

  • Three Key Ways that Service Prices Are Different for Consumers

  • Approaches to Pricing Services

  • Pricing Strategies that Link to the Four Value Definitions


Pricing quiz

Pricing Quiz

  • Which dentist would you choose for a filling in your tooth?


Customers often lack knowledge of service prices

Customers Often Lack Knowledge of Service Prices

  • Customers often lack reference prices for service

  • Service variability limits knowledge

  • Providers are unwilling to estimate prices

  • Individual customer needs vary

  • Collection of price information by customers is difficult

  • Prices are not visible


The role of non monetary price

The Role of Non-monetary Price

  • Time costs

  • Search costs

  • Convenience costs

  • Psychological costs

Do you trade time for money?


Price as an indicator of service quality

Price as an Indicator of Service Quality

Can price attract somecustomers?


Price as an indicator of service quality1

Price as an Indicator of Service Quality

InfersHigh Quality Service

Infers Low Quality Service


Three basic marketing price structures and challenges for services

Three Basic Marketing Price Structures and Challenges for Services


A customer focused approach to the pricing process

A Customer-Focused Approach to The Pricing Process


Four customer definitions of value

Four Customer Definitions of Value


Pricing strategies when the customer defines value as low price

Pricing Strategies When the Customer Defines Value as Low Price


Pricing strategies when the customer defines value as everything wanted in a service

Pricing Strategies When the Customer Defines Value as Everything Wanted in a Service


Pricing strategies when the customer defines value as quality for the price paid

Pricing Strategies When the Customer Defines Value as Quality for the Price Paid


Pricing strategies when the customer defines value as all that is received for all that is given

Pricing Strategies When the Customer Defines Value as All that Is Received for All that Is Given


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