McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Chapter 16 Pricing of Services Three Key Ways Service Prices are Different for Consumers Approaches to Pricing Services Pricing Strategies That Link to the Four Value Definitions

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Characteristics for service prices 一群从伦敦到纽约旅行的乘客被延误了，为 了找点乐趣，他们决定比较他们所支付的票价 。令他们感到奇怪的是，他们发现有许多不同 的价格。除了预料中的头等、商务和经济舱之 间的差别外，他们发现在同一等舱之中也有很 大差别。有些人定的早且支付的少，没有预定 而买的剩票也比较便宜，有些人记得曾飞过相 同的航线，价格却与此次不同，因为是在一年 中不同的时间。

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Three key ways for service prices 1.Customers know little about service prices. 2.Value of non-monetary costs. 3.Price is an indicator for quality.

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved 如果你要补牙，你会选择哪一个服务？ 1. 牙医 A— 收费 25 元， 15 里远，预约等 3 周， 候 诊 1.5 小时 2. 牙医 B— 收费 35 元， 15 里远，预约等 1 周， 候诊 0.5 小时 3. 牙医 C— 收费 75 元， 3 里远，预约等 1 周，不 需候诊 4. 牙医 D— 收费 85 元， 3 里远，预约等 1 周，不 需候诊, 无痛

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Effort = Time or Psychic Costs Figure 16.1 Customers Will Trade Money for Other Service Costs

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved 请描述以下服务中的非货币成本？ 1. 申请购车贷款 2. 购买健身俱乐部年卡 3. 毕业后继续攻读 MBA 课程 4. 进行牙齿矫正治疗程（戴牙套）

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Three Basic Price Structures and Difficulties Associated with Usage for Services Demand-Based Cost-Based Competition- Based

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Cost-based Pricing Price = direct cost+ indirect cost+ marginal profit = variable cost+ fixed cost + marginal profit

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Competition-based Pricing Price is made based on competitor’s price. Problems: 1. Small firms may charge too little to be viable 2. Heterogeneity of services limits comparability

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Demand-based Pricing Monetary price is adjusted to reflect the value of non-monetary costs

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Demand-based Pricing Monetary price is adjusted to reflect the value of non-monetary costs

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Value is low price. Value is everything I want in a service. Value is the quality I get for the price I pay. Value is all that I get for all that I give. Figure 16.3 Four Customer Definitions of Value

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Value is low price. Discounting Odd pricing Synchro-pricing Penetration Pricing Figure 16.4 Pricing Strategies When the Customer Defines Value as Low Price

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Value is everything I want in a service. Prestige pricing Skimming pricing Figure 16.5 Pricing Strategies When the Customer Defines Value as Everything Wanted in a Service

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Value is the quality I get for the price I pay. Value pricing Market segmentation pricing Figure 16.6 Pricing Strategies When the Customer Defines Value as Quality for the Price Paid

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Value is all that I get for all that I give. Price framing Price bundling Complementary pricing Results-based pricing Figure 16.7 Pricing Strategies When the Customer Defines Value as All That Is Received for All That Is Given

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Value is low price. Value is everything I want in a service. Value is the quality I get for the price I pay. Value is all that I get for all that I give. Discounting Odd pricing Synchro-pricing Penetration Pricing Prestige pricing Skimming pricing Value pricing Market segmentation pricing Price framing Price bundling Complementary pricing Results-based pricing Figure 16.8 Summary of Service Pricing Strategies for Four Customer Definitions of Value

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Discussion Would you name one service you purchase in which price is a signal to quality?

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Discussion Would you describe which kind of customer IKEA targets to? Would you describe which kind of pricing strategy IKEA applies?