Market-Based Management 6th Edition by Roger Best

تمرين 8

The four interactive marketing performance tools and the application exercises outlined here will add to your understanding of value-based pricing, pricing strategies, price elasticity and break-even analysis. To access the tools, go to www.MBM-BEST.com. For the questions, you can enter the data presented to obtain the answers. You may also enter other data to see the results, and you can save your work. The figure numbers in parentheses are related examples in Chapter 8, but the lettered instructions pertain to the online exercises.
Value-in-Use Pricing (Figure 8-6)
A. The ownership costs for a business's products that extend the life of machine fluids appear in the first example. Assess the economic value for several price points and select a price that creates a meaningful value for customers.
B. In this example, let's assume that the usage cost for the business's product is further reduced to $2.50 per pound. How would this affect customer value and the perception of the value price of $2.45?