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Service Marketing, 2nd Edition by Pearson
book

Service Marketing, 2nd Edition by Pearson

by K. Rama Mohana Rao
May 2024
Beginner to intermediate content levelBeginner to intermediate
585 pages
24h 22m
English
Pearson India
Content preview from Service Marketing, 2nd Edition by Pearson
282 Services Marketing
Demand-based Pricing
Cost-based pricing is oriented to ensure adequate returns to the service pro-
vider, and competition-based pricing aims to attack competition or to defend
the company from competitive attacks. But neither of the two is customer
oriented. Demand-based pricing is customer-oriented pricing.  is approach
takes into consideration the customer’s sensitivity to non-monetary costs, the
customer’s perception of value and the customer’s acceptability of a service at
a price. Demand-based pricing promotes the most important pricing concept
for services, that is, “value pricing.” Value pricing uses the value that a service
delivers to customers as the main factor for setting prices.
e value perceptions of a ...
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Publisher Resources

ISBN: 9781306254410