Market-Based Management 6th Edition by Roger Best

تمرين 12

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.
Perceived-Value Pricing (Figures 8-8 and 8-9)
A. Assume the business can improve its ease of use from a 5.6 rating to a 7.5 rating. How would this change the overall benefits and customer value at the current price of $6,250?
B. With this higher ease-of-use rating, how would the customer value index change if the business raised its price to $6,500 and the business's rating on price of equipment increased from 7.5 to 8.0? Would you recommend this price increase?