Chapter

1. Chapter 16 Pricing of Services • Three Key Ways Service Prices are Different for Consumers • Approaches to Pricing Services • Pricing Strategies That Link to the Four Value Definitions

2. Characteristics for service prices 一群从伦敦到纽约旅行的乘客被延误了，为了找点乐趣，他们决定比较他们所支付的票价。令他们感到奇怪的是，他们发现有许多不同的价格。除了预料中的头等、商务和经济舱之间的差别外，他们发现在同一等舱之中也有很大差别。有些人定的早且支付的少，没有预定而买的剩票也比较便宜，有些人记得曾飞过相同的航线，价格却与此次不同，因为是在一年中不同的时间。

3. Three key ways for service prices • Customers know little about service prices. • Value of non-monetary costs. • Price is an indicator for quality.

4. 如果你要补牙，你会选择哪一个服务？ • 牙医A—收费25元，15里远，预约等3周，候 • 诊1.5小时 • 2. 牙医B—收费35元，15里远，预约等1周， • 候诊0.5小时 • 牙医C—收费75元，3里远，预约等1周，不 • 需候诊 • 4. 牙医D—收费85元，3里远，预约等1周，不 • 需候诊,无痛

5. Figure 16.1Customers Will Trade Money for Other Service Costs = or or Psychic Costs Time Effort

6. 请描述以下服务中的非货币成本？ • 申请购车贷款 • 购买健身俱乐部年卡 • 毕业后继续攻读MBA课程 • 进行牙齿矫正治疗程（戴牙套）

7. Three Basic Price Structures and Difficulties Associated with Usage for Services Cost-Based Competition- Based Demand-Based

8. Cost-based Pricing Price = direct cost+ indirect cost+ marginal profit = variable cost+ fixed cost + marginal profit

9. Competition-based Pricing Price is made based on competitor’s price. Problems: 1. Small firms may charge too little to be viable 2. Heterogeneity of services limits comparability

10. Demand-based Pricing • Monetary price is adjusted to reflect • the value of non-monetary costs

11. Demand-based Pricing • Monetary price is adjusted to reflect • the value of non-monetary costs

12. Figure 16.3Four Customer Definitions of Value Value is everything I want in a service. Value is low price. Value is the quality I get for the price I pay. Value is all that I get for all that I give.

13. Value is low price. • Discounting • Odd pricing • Synchro-pricing • Penetration Pricing Figure 16.4 Pricing Strategies When the Customer Defines Value as Low Price

14. Value is everything I want in a service. • Prestige pricing • Skimming pricing Figure 16.5Pricing Strategies When the Customer Defines Value as Everything Wanted in a Service

15. Value is the quality I get for the price I pay. • Value pricing • Market segmentation pricing Figure 16.6Pricing Strategies When the Customer Defines Value as Quality for the Price Paid

16. Figure 16.7Pricing Strategies When the Customer Defines Value as All That Is Received for All That Is Given Value is all that I get for all that I give. • Price framing • Price bundling • Complementary pricing • Results-based pricing

17. Figure 16.8 Summary of Service Pricing Strategies for Four Customer Definitions of Value Value is everything I want in a service. Value is low price. • Discounting • Odd pricing • Synchro-pricing • Penetration Pricing • Prestige pricing • Skimming pricing Value is the quality I get for the price I pay. Value is all that I get for all that I give. • Value pricing • Market segmentation pricing • Price framing • Price bundling • Complementary pricing • Results-based pricing

18. Discussion • Would you name one service you purchase in which price is a signal to quality?

19. Discussion • Would you describe which kind of customer IKEA targets to? • Would you describe which kind of pricing strategy IKEA applies?