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Chap 8: Setting a Price for the Service Rendered,[object Object],Price labels vary; You might pay:,[object Object],A commission to a stockbroker,[object Object],A membership fee to a fitness club,[object Object],A finance charge to a credit card company,[object Object],A premium to an insurance firm,[object Object],A fare for transportation,[object Object],Rent for housing,[object Object],A rate for telephone services,[object Object]
Why Do Service Prices Vary? ,[object Object],Inseparability and perishability characteristics of services,[object Object],1.	Price is a function of supply and demand.  Higher prices during peak demand.,[object Object],	During slow demand prices are lowered to maximize capacity (hotel rooms, seats in movie theater, airline seats, etc),[object Object]
Why Do Service Prices Vary? ,[object Object],Service providers unwilling to estimate prices,[object Object],	Ex: Provider may not know price until after the service is completed,[object Object],3.	Individual customer needs vary over time,[object Object],	Ex: Life insurance (whole life vs. term), different deductibles, variations associated with customers (age, health risk, smoker vs. non-smoker, etc.),[object Object]
Yield Management in Services,[object Object],Creative ways to maximize revenues and reduce costs per customer served,[object Object],The objective of yield management is to maximize profits from the fixed operating assets – labor, equipment, and facilities,[object Object],The inherent trade-off between price and demand makes yield management a difficult strategy for services marketer,[object Object]
Yield Management in Services,[object Object],Example:,[object Object],Hotels seek to fill their rooms because an empty room is an unproductive asset.  When demand is low, the hotel may offer special discounts to attract more customers.  When demand exceeds capacity, hotel may increase their prices, and focus on segments that are willing to pay higher amounts.,[object Object]
Pricing Objectives and Approaches,[object Object],Profit-oriented objectives stress generating high returns on the service’s investments in resources and labor,[object Object],Volume-oriented objectives stress processing large numbers of customers or their possessions,[object Object]
Pricing Objectivesand Approaches(cont’d),[object Object]
Pricing Objectivesand Approaches(cont’d),[object Object],A cost-based approach focuses on the price floor: the minimum price that covers all costs of producing the service.,[object Object],Ex: Fee for service = cost of the time involved in producing the service,[object Object]
Pricing Objectivesand Approaches(cont’d),[object Object],A customer-based approach focuses on the price ceiling: the maximum price customers are likely to pay.,[object Object],Price is consistent with customer perceptions of value.  ,[object Object],Ex: Monetary price is the most important determinant of value (price sensitive); Others are willing to pay a premium for luxury, status.,[object Object]
Pricing Objectivesand Approaches(cont’d),[object Object],A competition-based approach establishes the service’s price in relation to the competition,[object Object],Ex: Cell phone providers compare competitors’ prices dollar for dollar; then determine total cost to customers (monetary and non-monetary); then come up with a better offer.,[object Object]
The RelationshipBetween Service Price and Value ,[object Object],Value is an assessment of the benefits of a service versus the costs associated with it.,[object Object],Customers often use cost-benefit analysis to determine the value of a service offering.,[object Object],Perceived value can be raised by either increasing customer perceptions of benefits, lowering perceptions of costs, or both.,[object Object]
Price and Value: Role of Non-Monetary Costs,[object Object],Non-monetary costs: Time, Search, Convenience, Psychological Costs,[object Object],Customers will trade money for non-monetary costs incurred.,[object Object]
The Role of Nonmonetary Costs,[object Object],Time Cost: waiting time and service consumption.,[object Object],	Ex: waiting time for car repair is high; pay more where waiting time is less?,[object Object],Search Cost: effort invested to identify and select among services you desire.,[object Object],	Ex: making reservations for one hotel; cost of comparing prices is too high,[object Object]
The Role of Nonmonetary Costs,[object Object],Convenience Cost: effort expended to receive service; ,[object Object],	Ex: Choose bank closest to home even though other banks charge lower fees,[object Object],Psychological Cost: fear of not understanding; fear of uncertainty; ,[object Object],	Ex: Resistance of on-line payment, even though it saves time and money,[object Object]
The Role of Nonmonetary Costs,[object Object],Applications:,[object Object],A strategy of minimizing costs to increase customer value can create competitive advantage for the firm.,[object Object],Service firm can increase monetary price by reducing time and other costs,[object Object],Services that save time have monetary value for customers - lawn care; carpet cleaning,[object Object]
Which clinic would you patronize if you needed a chest x-ray?,[object Object],Clinic A,[object Object],Price $45,[object Object],Located1 hour away,[object Object],Next available appointment is in 3 weeks,[object Object],Hours: Mon-Fri, 8 am-5pm,[object Object],Estimated wait in clinic: 2 hours,[object Object],Clinic B,[object Object],Price $85,[object Object],Located 15 minutes away,[object Object],Next available appointment is in 1 week,[object Object],Hours: Mon-Fri, 8am-10pm,[object Object],Estimated wait: 30 to 45 minutes,[object Object]

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