文档介绍：Harvard Business School 9-500-071
December 21, 1999
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Pricing: A Value-Based Approach
As described in the Note on Marketing Strategy (598-061), a firm’s marketing program is
directed to creating value for its customers. Understanding customers’ wants is the foundation for
building the marketing mix consisting of:
• A product meeting the wants;
• An information program conveying the value of the product to customers;
• A distribution program making the product readily available.
Each part of this value creation process obviously costs money. Pricing’s role in the marketing mix is
to tap into the value created and generate revenues to: (i) fund the current value creation activities,
(ii) support research activities for future products and, for anizations, (iii) generate a profit
from the firm’s activities.
plete pricing program has ponents. For example, consider . Pioneer’s
pricing of its DVD player, model DV-525:
• A unit price to dealers/distributors had to be set
• panying terms and conditions specified, .
• any quantity discounts
• when payment was due
• any discounts for payment in that time interval
• whether price included shipping or not
• The Manufacturer’s Suggested Retail Price (MSRP) was set at $
• For Christmas season 1999, a $50 consumer rebate was offered for this model
Professor Robert J. Dolan p