Lecture 12 Communications, Pricing, Service Promises

8/2/2019 Lecture 12 Communications, Pricing, Service Promises

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MKTG 7504Services MarketingSeminar 12

Managing Service Promises, IMC & Pricing


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The Communications Gap

2


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Key Factors Leading to ProviderKey Factors Leading to Provider

Gap 4Gap 4

The Communications GapThe Communications Gap


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Discuss the key service communication

challenges. Introduce the concept of integrated service

marketing communications.

Discuss ways to integrate marketingcommunications in service organisations.

Present specific strategies for addressingservice intangibility, managing promises,managing customer expectations, educating

Objectives Chapter 16:Integrated Services Marketing

Communications


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Communications and theCommunications and the

Services Marketing TriangleServices Marketing Triangle

Firms need to ensure thatmessages from all companysources are consistent


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Integrated Services Communications a strategy that carefully integrates all external and

internal communication channels to present a consistentmessage to customers

This means coordination across: sales and service people print Internet

other forms of tangible communication including theservicescape

How is this done in services? advertising sales presentations service encounters with employees servicescape and other tangibles

Integrated ServicesCommunications

public relations pricing service guarantees customer education


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Key Service CommunicationChallenges

7

Service intangibilityService intangibility

Management of service promisesManagement of service promises

Management of customer expectationsManagement of customer expectations

Customer educationCustomer education Internal marketing communicationInternal marketing communication


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Five Major Approaches to OvercomeService Communication Channels


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Addressing Service

Intangibility Use narrative to

demonstrate the serviceexperience

Present vividinformation

Use interactive imagery Focus on the tangibles Use brand icons to

make the servicetangible

Use association,physical representation,documentation, and

visualisation

Use buzz or viral

marketing Leverage social media Aim messages to

influencers Create advertising that

generates talk becauseit is humorous,compelling, or unique

Feature satisfiedcustomers in the

communication Generate word-of-


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Service Brand Icons

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Services Advertising StrategiesMatched with Properties of Intangibility


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Create a strong service brand

Coordinate external communication

Approaches for ManagingApproaches for Managing

Service PromisesService Promises


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Service Branding Model

13


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Worlds Most Valuable Brands(2010)

Coca-Cola continues its reign as#1 global brand

Technology brands dominate the

top 10: IBM (#2), Microsoft(#3), Google (#4), Intel (#7),and HP (#10).

The fastest gainer is Apple,from #20 to #17 with a 37%

increase in its brand valuation. The top five losers in ranking:Harley-Davidson, -24% inbrand valuation; Toyota -16%;Nokia -15% (from #5 to #8);Dell -14% (from #35 to #41);

and Citi, -13%

1. Coca Cola $70.452bn +2%2. IBM $64.727bn +7%3. Microsoft $60.895bn +7%

4. Google $43.557bn +36%5. GE $42.808bn -10%6. McDonalds 33.578bn +4%7. Intel $32.015m +4%8. Nokia $29.495bn -15%9. Disney $28.731bn +1%10. HP $26.867bn +12%

http://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspx
http://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspx


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Make realistic promises

Offer service guarantees

Offer choices

Create tiered-value service offerings

Communicate the criteria and levels of

service effectiveness

Approaches for Managing

Customer Expectations

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http://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspx


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Prepare customers for the service

process

Confirm performance to standards andexpectations

Clarify expectations after the sale

Teach customers to avoid peakdemand eriods and to seek slow

Approaches for ManagingCustomer Education

http://www.qantas.com.au/travel/airlines/checkin/global/en

http://www.nrma.com.au/car-insurance/index.shtml
http://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.interbrand.com/en/knowledge/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspxhttp://www.qantas.com.au/travel/airlines/checkin/global/enhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.qantas.com.au/travel/airlines/checkin/global/en


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Create effective vertical communications Sell the brand inside the company Create effective upward communication Create effective horizontal

communications Align back-office and support personnel

with external customers throughinteraction or measurement

Create cross-functional teams of sales,service, and operations people when

developing new services or engaging inservice im rovements

Approaches for Managing InternalMarketing Communication
http://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtml


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Employing integrated services

marketing communication strategiesaround everything and everyone thatsends a message or signal.

Manage customer expectationseffectively throughout the experience.

Develop mechanisms for internalcommunication to avoid over-

promising and ensure successful

Best Practices for Closing theCommunication Gap (Gap 4)
http://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtmlhttp://www.nrma.com.au/car-insurance/index.shtml


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Source: http://www.newdhl.com/advertising.asp?cid=dhlbt1hmpg1

DHLs Integrated Marketing Campaign
http://www.nrma.com.au/car-insurance/index.shtmlhttp://www.newdhl.com/advertising.asp?cid=dhlbt1hmpg1http://www.newdhl.com/advertising.asp?cid=dhlbt1hmpg1


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DHLs Outdoor Advertising


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DHLs Print Advertising


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DHLs Print Advertising Links toEmployees


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DHL Global Advertisements

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Watch the following videos and consider if DHL is sending a standardised

message within the global marketplace?

Video: DHL India - A customised or globalised service message?http://www.johnwiley.com.au/highered/asx/4078High.asx

Video: DHL China - A customised or globalised message?

http://www.johnwiley.com.au/highered/asx/4080High.asx

Video: DHL United States - A customised or globalised message?http://www.johnwiley.com.au/highered/asx/4079High.asx
http://www.johnwiley.com.au/highered/asx/4078High.asxhttp://www.johnwiley.com.au/highered/asx/4080High.asxhttp://www.johnwiley.com.au/highered/asx/4079High.asxhttp://www.johnwiley.com.au/highered/asx/4079High.asxhttp://www.johnwiley.com.au/highered/asx/4080High.asxhttp://www.johnwiley.com.au/highered/asx/4078High.asx


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http://mumbrella.com.au/nrma-insurance-stages-never-without-a-car-live-faceboo
http://mumbrella.com.au/nrma-insurance-stages-never-without-a-car-live-facebook-stunt-48228http://mumbrella.com.au/nrma-insurance-stages-never-without-a-car-live-facebook-stunt-48228


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http://mumbrella.com.au/nrma-spot-portrays-a-life-without-a-car-41377
http://mumbrella.com.au/nrma-spot-portrays-a-life-without-a-car-41377http://mumbrella.com.au/nrma-spot-portrays-a-life-without-a-car-41377


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http://www.bandt.com.au/news/breaking-campaign--nrma-asks-drivers-to-experience
http://www.bandt.com.au/news/breaking-campaign--nrma-asks-drivers-to-experiencehttp://www.bandt.com.au/news/breaking-campaign--nrma-asks-drivers-to-experience


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Customers often lack reference prices for

service Service variability limits knowledge

Providers are unwilling to estimate prices

Individual customer needs vary Collection of price information by customers

is difficult

Prices are not visible

Customer Often Lack of Knowledgeof Service Prices

http://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.html
http://www.bandt.com.au/news/breaking-campaign--nrma-asks-drivers-to-experiencehttp://www.bandt.com.au/news/breaking-campaign--nrma-asks-drivers-to-experiencehttp://www.bandt.com.au/news/breaking-campaign--nrma-asks-drivers-to-experiencehttp://www.bandt.com.au/news/breaking-campaign--nrma-asks-drivers-to-experiencehttp://www.bandt.com.au/news/breaking-campaign--nrma-asks-drivers-to-experiencehttp://www.bandt.com.au/news/breaking-campaign--nrma-asks-drivers-to-experiencehttp://www.bandt.com.au/news/breaking-campaign--nrma-asks-drivers-to-experiencehttp://www.bandt.com.au/news/breaking-campaign--nrma-asks-drivers-to-experiencehttp://www.bandt.com.au/news/breaking-campaign--nrma-asks-drivers-to-experiencehttp://www.bandt.com.au/news/breaking-campaign--nrma-asks-drivers-to-experiencehttp://www.bandt.com.au/news/breaking-campaign--nrma-asks-drivers-to-experiencehttp://www.bandt.com.au/news/breaking-campaign--nrma-asks-drivers-to-experiencehttp://www.bandt.com.au/news/breaking-campaign--nrma-asks-drivers-to-experiencehttp://www.bandt.com.au/news/breaking-campaign--nrma-asks-drivers-to-experiencehttp://www.bandt.com.au/news/breaking-campaign--nrma-asks-drivers-to-experiencehttp://www.bandt.com.au/news/breaking-campaign--nrma-asks-drivers-to-experiencehttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.html


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Time costs Search costs

Convenience costs

Psychological costs

The Role of Non-monetaryPrice

Customers will trade money for time savings
http://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.html


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40

Total User Cost
http://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.html


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Reducing Non MonetaryCosts
http://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.html


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Trade-off between Monetary& Non-monetary costs

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Price as an Indicator of ServicePrice as an Indicator of Service

QualityQuality

Can price attract somecustomers?
http://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.html


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Price as an Indicator of ServicePrice as an Indicator of Service

QualityQuality

Infers Low Quality Service

InfersHigh QualityService
http://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.html


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A Customer-Focussed Approach toThe Pricing Process

Th B i M k ti P i St t


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Three Basic Marketing Price Structuresand Challenges for Services


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Approaches to PricingServices

Cost-based pricingCost-based pricing- Set prices relative to financial costs.Set prices relative to financial costs.

-

Challenges (e.g., costs difficult to trace)Challenges (e.g., costs difficult to trace)Competition-based pricingCompetition-based pricing

- Monitor competitors pricing strategy (esp if serviceMonitor competitors pricing strategy (esp if service

lacks differentiation)lacks differentiation)

- Who is the price leader? Does one firm set theWho is the price leader? Does one firm set thepace?pace?

- Challenges (e.g., size dependent)Challenges (e.g., size dependent)

Demand-based PricingDemand-based Pricing

Cost Based Pricing E ample
http://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.html


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Cost Based Pricing Example:Activity Based Cost Management

Systems

An activity is a set of tasks that

combine to compose the processesneeded to create and deliver theservice

Managers need to move beyondseeing costs from just an accountingperspective to viewing them, morerelevantly, as an integral part of the

companys efforts to create value for
http://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.html


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Blueprint examplelueprint examplelueprint example


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Competition Based Pricing

Demand Based Pricing


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Demand Based Pricing:Airline example

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Service Pricing Strategies forService Pricing Strategies for

Four Customer Definitions of ValueFour Customer Definitions of Value

Pricing Strategies When the
http://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.htmlhttp://www.budgetdirect.com.au/cheap-car-insurance/car-insurance-quotes-customer-savings.html


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Pricing Strategies When theCustomer Defines Value as Low

Price

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Pricing Strategies When theCustomer Defines Value as

Everything Wanted in a Service



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Pricing Strategies When theCustomer Defines Value as

Quality for the Price Paid

r c ng ra eg es en e


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r c ng ra eg es en eCustomer Defines Value as Allthat Is Received for All that Is

Given

P tti St t i t
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Putting Strategy intoPractice

Documents

Lecture 12 Communications, Pricing, Service Promises