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

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Pricing of Services

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  1. 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

  2. Pricing Quiz • Which dentist would you choose for a filling in your tooth?

  3. 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

  4. The Role of Non-monetary Price • Time costs • Search costs • Convenience costs • Psychological costs Do you trade time for money?

  5. Price as an Indicator of Service Quality Can price attract somecustomers?

  6. Price as an Indicator of Service Quality InfersHigh Quality Service Infers Low Quality Service

  7. Three Basic Marketing Price Structures and Challenges for Services

  8. A Customer-Focused Approach to The Pricing Process

  9. Four Customer Definitions of Value

  10. Pricing Strategies When the Customer Defines Value as Low Price

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

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

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

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