Marketing 12th Edition by Charles Lamb,Charles Lamb,Joe Hair

Exercise 11

You probably think of Kodak as selling only products. In fact, the company has an entire division, the Graphic Communications Group, dedicated to delivering service solutions to business customers. Mark Webber is vice president of worldwide sales partnerships for Kodak's digital printing solutions group, which provides services to the B-to-B (business-to-business) market. In this video, he explains how Kodak creates both digital and analog printing solutions for a wide variety of clients and how the company is taking advantage of new technology to meet evolving customer demands.

Outline Kodak's pricing strategy for its services.