BEM 120 C9.pdf

CHAPTER 9 PRICING. Intangibility inseparability...

CHAPTER 9 PRICING. Intangibility inseparability PRICING OBJECTIVES: PerishabilityMy ↳ helps to form expectations of the service (Tprice = ↑quality · Relationship between price quality · Positioning survival matche support Foundations of Pricing : Stimulate patronage 6 COST COMPETITION DEMAND objectives pursued price policy : sales maximisation · social fixedable ↳Runiformit elasticitya demand consideration prestige - Balance between Lost vs Demand · PRICE SEEMENTATION risk low risk ↳ Costhigh Po NB# Iwaitingnet actual serv a > - monetary cost ↳ Value - perception value ↳ Risk Re idents TIME BASED Segmentation Approaches for Pricing CUSTOMER ↳ off peakvs ↳ children , adults peak times (WHO ?) WHEN ? ) ↑ ↳. g Uber RR PURCHASE e. g zoo price for kids/students ↳ location (rural us urban (WHERE ?) Price Possible e g Pic n. Pay Hatfield/Mamolodi exBest Creates Business PRICINE TECHNIQUES: Profits- / discount - · Penetration top O ② 2 services into 1 package- Pricing Strategies e. g buying Uber eats monthly package Price-skimming It prices presige) > - Strava Subscription Ra (seasonal) Value fly SAFAIR flight pricing new Product * Wildcard) exi 4 Price-quality >lawyers - demand ↳ elastic #packages DSTV: Kapetic draw many FNB my > - competition JCRITERIA refferals service physical evidence · ·treatment customers