Marketing An Introduction
Quiz 10: Pricing: Understanding and Capturing Customer Value
Prices Have a Direct Impact on a Company's Bottom Line
Prices have a direct impact on a company's bottom line.
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Product costs set a floor to a product's price; consumer perceptions of the product's value set the ceiling.
Demand and consumer value perceptions set the floor for prices.
Value-based pricing is being used when costs vary directly with the level of product.
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