Chapter 6. Setting Prices and Implementing Revenue Management

Learning Objectives

By the end of this chapter, the reader should be able to:

Image LO 1 Recognize that effective pricing is central to the financial success of service firms.

Image LO 2 Outline the foundations of a pricing strategy as represented by the pricing tripod.

Image LO 3 Define different types of financial costs and explain the limitations of cost-based pricing.

LO 4 Understand the concept ...

Get Essentials of Services Marketing, Second Edition now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.