
Pricing
14
LEARNING OBJECTIVES
After studying this chapter, you will be able to:
X Understand the distinctions between goods and services pricing
X Understand the objectives of pricing
X Understand the pricing approaches
X Understand value-based pricing strategies
Alfa Academy is a private educational institute
o ering short-term training, counseling pro-
grammes and placement services to students. The
institute was established in 2000 and expanded its
network of institutions to various places. Seventy-
ve franchisee institutions o er programmes un-
der the brand of Alfa Academy. Many programmes
are customized, and some programmes are stan-
dardized. ...