Chapter

Pricing of Services 15

 The Key Ways that Service Prices Are Different

for Consumers

 Approaches to Pricing Services

 Pricing Strategies that Link to the Four Value

Definitions

15-1
The Role of Nonmonetary Costs

Time costs
Search costs
Convenience costs
Psychological costs

15-2
Price as an Indicator of Service Quality

Infers High Quality

Service

Infers Low Quality Service

15-3
Three Basic Marketing Price Structures and
Challenges for Services

15-4
Four Customer Definitions of Value

15-5
Pricing Strategies When the Customer Defines
Value as Low Price

15-6
Pricing Strategies When the Customer Defines Value as
Everything Wanted in a Service

15-7
Pricing Strategies When the Customer Defines
Value as Quality for the Price Paid

15-8
Pricing Strategies When the Customer Defines Value as
All that Is Received for All that Is Given

15-9