Scenario 13.2
Use the following to answer the questions.
Glenwood Pet Hospital is considering implementing a new pricing strategy for its veterinarian services. After reviewing the previous three years' revenue, Glenwood finds that most of its customers bring their pets in for the required annual vaccinations and then only if the animal is ill. Glenwood's objective is to generate more income per customer on an annual basis. The hospital has previously priced its services by charging a flat fee for the office visit, a fee for each vaccine, and a fee for each type of examination beyond the basic office visit. Most customers pay the flat office fee and a fee for a rabies vaccine. Glenwood is now considering a new plan where the pet owner would pay one fee that would cover an office visit, the required rabies vaccine, and additional vaccines that prevent heartworm, kennel-cough, and fleas. Glenwood hopes to encourage the pet owners to view their pet's health as part of a prevention program, rather than a one-time annual visit.
-Refer to Scenario 13.2. Glenwood's previous pricing strategy is an example of ____ pricing, while the new strategy is an example of ____ pricing.

Question

Quizplus · Accepted Answer

Glenwood's previous pricing strategy is a la carte pricing, where each item/service is priced separately. The new strategy is bundle pricing, where all services are offered at one fixed price.

Scenario 13.2 Use the Following to Answer the Questions