Lesson 10 Essay Questions

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Lesson 7 Essay questions 1. What are the differences between cost-based and value-based pricing? When creating prices for your business begins you have to take into consideration of many different things. How much did it cost to produce your product or service? Or, how much people are willing to spend for your good or service? These are just a few things that one has to think about when making the prices. Now there are what is called value-based pricing and cost-based pricing. Let’s examine the two and indentify the differences between them. When creating the prices for your good or services a factor that needs to be considered is value-based pricing. In value-based pricing one uses a buyer’s perception of value to create the cost of the product. For example, if you see a 52 inch LED television set, how much would you be willing to pay for that product? In value-based pricing a company does not set their prices based off of what they want, but rather, what the consumer wants. Therefore, the marketer cannot design a marketing strategy, and then set the price. They have to do the opposite and test consumers to see how much they would be willing to pay for the product, and then develop the marketing strategy. Now for cost-based pricing it is a little different. In cost-based pricing company’s set their prices based on the costs of production, distribution, and the percentage of profit desired. There are two primary cost categories that affect the cost-based price. These are fixed costs, and variable costs. Fixed costs are things such as the company bills; like rent, heat, interest, and even executive salaries. Variable costs as defined in Principles of Marketing by Philip Kotler, and Gary Armstrong, are costs that vary directly with the level of production. (Kotler, Armstrong, 2008 pg 288) These are things such as the costs of materials, commission, and

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