Transcript MKT 346 Chap 6 Concepts - Cal State LA

Chapter 6:
Setting Prices
and Implementing
Revenue Management
MKT 346: Marketing of Services
Dr. Houston
Pricing Plays a Critical Role
in Services Marketing
Helps consumers
Form expectations
Make purchase decisions
Evaluate service quality
Helps service companies
Manage demand
What Makes Service Pricing Strategy
Different and Difficult?
Harder to calculate cost of creating a service
process or performance
Variability of inputs and outputs
How can firms define a “unit of service”?
Time factor may play a role
Same service may have more value to when delivered
faster
Customers find service pricing difficult to
understand, risky and sometimes even unethical
Objectives for Pricing of Services
Revenue and Profit Objectives
Seek profit
Cover costs
Patronage and User-Based Objectives
Build demand
Build a user base
(Table 6.1)
The Pricing Tripod
(Fig. 6.3)
The Pricing Tripod –
Basis for Any Pricing Strategy
Value to customer
(Maximum Price)
Competition
Costs (Minimum Price)
Three Main Approaches to Pricing
Cost-Based Pricing
Value-Based Pricing
Competition-Based Pricing
Value-Based Pricing:
Understanding Net Value
Exchange (purchase) will not
take place unless customer
sees positive net value in
transaction
Net Value = All Perceived
Benefits minus All Perceived
Costs
Perceived Costs = Money
and non-monetary costs
When looking at competing
services, customers are
mainly comparing relative net
values
(Fig. 6.7)
Value-Based Pricing:
Don’t Ignore the Non-Monetary Costs!
Time Costs
• Time spent on service delivery
Physical Costs
• Fatigue and discomfort from waiting
Psychological
Costs
• Mental effort to buy and use a service
Sensory Costs
• Unpleasant service environment
• Examples: smell, temperature, noise, etc.
Defining Perceived Total User Costs
(Fig. 6.11)
Value-Based Pricing:
Managing Perception of Value
Need effective communication and personal
explanations to explain value
Reduce related monetary costs
Cut time spent searching for, purchasing, and using service
Reduce non-monetary costs
Time Costs
Physical Costs
Psychological (Mental) Costs
Sensory Costs (unpleasant sights, sounds, feel, tastes, smells)
Trading Off Monetary
and Non-Monetary Costs (Fig. 6.12)
Competition-Based Pricing:
When Price Competition is Reduced
Non-price related costs of using competing
alternatives are high
Personal relationships
Switching costs
Time and location
Managers should not only look at competitor’s actual
prices, but should examine all related monetary and
non-monetary costs
Maximizing Revenue from
Available Capacity at a Given Time
Charge different prices for the same product
Most effective when:
Relatively high fixed capacity
High fixed cost structure
Perishable inventory
Variable and uncertain demand
Varying customer price sensitivity
Maximizing Revenue from
Available Capacity at a Given Time
Use real time information plus complex
mathematical models that examine historical data
to determine
What prices to charge within each price bucket
How many service units to allocate to each bucket
Rate fences deter customers willing to pay more
from trading down to lower prices (minimize
consumer surplus)
Types of Rate Fences
Physical Rate Fences
Service product differences
Non-Physical Rate Fences
Differences in consumption, transaction, or buyer
characteristics
Key Categories of Rate Fences: Physical
(Table 6.2)
Key Categories of Rate Fences: Non-Physical
(Table 6.2)
Key Categories of Rate Fences: Non-Physical
(Table 6.2)
Key Categories of Rate Fences: Non-Physical
(Table 6.2)
Ethical Concerns in Pricing
 Services are difficult to evaluate
 Price/quality association
 Complex pricing schedules
 Hidden charges and fees
 Too many rules and regulations
Designing Fairness into Revenue Management
Design clear, logical and fair price schedules and
fences
Use high published prices and present fences as
opportunities for discounts
Communicate consumer benefits of revenue
management
Use bundling to “hide” discounts
Take care of loyal customers
Use service recovery to compensate for overbooking
Pricing Issues:
Putting Strategy into Practice
 How much to charge?
 What basis for pricing?
 Who should collect payment?
 Where should payment be made?
 When should payment be made?
 How should payment be made?
 How to communicate prices?
(Table 5.3)
MKT 346 Key Concepts: Chapter 6
 Three types of pricing objectives
 The pricing tripod
 Revenue management
 Types of rate fences
 Ethical issues in pricing
 Considerations for putting service pricing into practice