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PROMISES
Provider Gap 4
CUSTOMER
Part 6 Opener
We Shall Discuss
Pricing of
Communication
Service
Communications and the
Services Marketing Triangle
Company
Source: Parts of model adapted from work by Christian Gronroos and Phillip Kotler
Approaches for
Integrating Services Marketing Communication
Manage
Customer
Expectations
Goal:
Manage Delivery Improve
Service greater than Customer
Promises or equal to Education
promises
Manage
Internal
Marketing
Communication
Pricing and services
Discuss three major ways that service
prices are perceived differently from
goods prices by customers
Challenges:
1. Monetary price must be adjusted to reflect
the value of non-monetary costs.
2. Information on service costs is less available to
customers; hence, price may not be a central factor.
Four Customer Definitions of Value
Value is everything
Value is low price.
I want in a service.
Discounting
Odd pricing
Synchro-pricing Place, Time Quantity
Penetration pricing
Pricing Strategies When the Customer Defines
Value as Everything Wanted in a Service
Prestige pricing
Skimming pricing
Pricing Strategies When the Customer Defines
Value as Quality for the Price Paid
Value pricing
Price bundling
Complementary pricing
- Captive Pricing
- Two Part Pricing
- Loss Leadership
Results-based pricing
Summary of Service Pricing Strategies for
Four Customer Definitions of Value