Pricing Strategy and Revenue Management
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Questions and Answers

What is the objective of maximizing revenue from a fixed capacity?

  • To cover fully allocated costs
  • To maximize demand
  • To vary prices and target segments over time (correct)
  • To minimize costs
  • What is the objective of covering costs?

  • To develop a user base
  • To gain profit and achieve full capacity utilization
  • To cover fully allocated costs, including corporate overhead (correct)
  • To maximize revenue
  • What is the benefit of achieving high capacity utilization?

  • It increases costs
  • It adds to the value created for all customers (correct)
  • It decreases revenue
  • It reduces the value created for customers
  • Why is encouraging trial and adoption of a service important?

    <p>To generate large revenues from continued usage</p> Signup and view all the answers

    What is the objective of building a large user base?

    <p>To achieve economies of scale and a competitive cost advantage</p> Signup and view all the answers

    What is the main benefit of effective pricing?

    <p>It is central to financial success</p> Signup and view all the answers

    What is the primary goal of effective pricing in service firms?

    <p>To make the largest possible long-term contribution or profit</p> Signup and view all the answers

    What are the three foundations of a pricing strategy?

    <p>Value to Customer, Unit Cost to Firm, and Revenue Management</p> Signup and view all the answers

    What is a key objective of service pricing?

    <p>To make the largest possible long-term contribution or profit</p> Signup and view all the answers

    What is the primary objective of effective pricing in a company?

    <p>To gain profit and cover costs</p> Signup and view all the answers

    What is a key consideration in setting service prices?

    <p>Both Competitor Pricing and Fairness and Ethical Concerns</p> Signup and view all the answers

    What is the concept of net value in service pricing?

    <p>The difference between the value to the customer and the unit cost to the firm</p> Signup and view all the answers

    Which pricing strategy is based on the idea of setting prices relative to financial costs?

    <p>Cost-Based Pricing</p> Signup and view all the answers

    What is the purpose of break-even analysis in pricing?

    <p>To identify the fixed and variable costs of a product</p> Signup and view all the answers

    How many questions do marketers need to answer to design an effective service-pricing strategy?

    <p>6</p> Signup and view all the answers

    What is the main goal of Value-Based Pricing?

    <p>To relate price to the value perceived by the customer</p> Signup and view all the answers

    Why do companies use a 'we-will-not-be-undersold' positioning strategy?

    <p>To promise the best possible service at the best possible price</p> Signup and view all the answers

    What are the three foundations of pricing strategy?

    <p>Value-Based, Cost-Based, and Competition-Based Pricing</p> Signup and view all the answers

    What type of cost is associated with mental effort, perceived risk, and anxiety?

    <p>Psychological costs</p> Signup and view all the answers

    What is the main factor that affects the choice of clinic for a chest x-ray?

    <p>Non-price-related costs of using competing alternatives</p> Signup and view all the answers

    What is the term for the intensity of price competition in a market?

    <p>Price-Competition intensifiers</p> Signup and view all the answers

    What is an example of a sensory cost in a service environment?

    <p>Uncomfortable seating</p> Signup and view all the answers

    What is the foundation of pricing that takes into account the costs of production and distribution?

    <p>Cost-Based Pricing</p> Signup and view all the answers

    What is the term for the costs associated with switching to a different product or service?

    <p>Switching costs</p> Signup and view all the answers

    What is a key factor to consider when determining the price of a service?

    <p>Competitors' prices</p> Signup and view all the answers

    What basis for pricing involves charging customers based on the outcome of the service?

    <p>Outcome of service or cost-saving generated</p> Signup and view all the answers

    What is a consideration when deciding how to communicate prices to customers?

    <p>Psychological pricing points</p> Signup and view all the answers

    What is a key aspect of executing a service pricing strategy?

    <p>Collecting payment from customers</p> Signup and view all the answers

    What is a factor in determining the price of a service related to a specific task?

    <p>Execution of a specific task</p> Signup and view all the answers

    What is a consideration when deciding how much to charge for a service?

    <p>Customer's willingness to pay</p> Signup and view all the answers

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