School of Business
Department of Marketing
BMKT300 – Marketing Theory and Principles
Chapter 10
Pricing – Understanding and Capturing Customer Value
,Objectives:
• Answer the question “what is a price?”
• Discuss the importance of pricing in today’s fast changing
environment.
, What is a Price?
• In the narrowest sense, price is the amount of money charged
for a product or service.
• More broadly, price is the sum of all the values that customers
give up in order to gain the benefits of having or using a
product or service.
Department of Marketing
BMKT300 – Marketing Theory and Principles
Chapter 10
Pricing – Understanding and Capturing Customer Value
,Objectives:
• Answer the question “what is a price?”
• Discuss the importance of pricing in today’s fast changing
environment.
, What is a Price?
• In the narrowest sense, price is the amount of money charged
for a product or service.
• More broadly, price is the sum of all the values that customers
give up in order to gain the benefits of having or using a
product or service.
