Exclusive value and the pricing of services
Abstract
The exclusive value principle is one important factor determining the value of the service to the customer. High margins often result from the customer′s perceptions of “exclusive value”. Success depends on understanding and making decisions within the context of the customer′s psychic domain. Provides a brief review of background information and the concept of exclusive value as well as “critical factors” in psychic space. Summarizes sample psychic factors of import in marketing. Relates and illustrates exclusive value to costs, margins and risks. Provides sample scenarios to illustrate the important points.
Keywords
Citation
Groth, J.C. (1995), "Exclusive value and the pricing of services", Management Decision, Vol. 33 No. 8, pp. 22-29. https://doi.org/10.1108/00251749510093905
Publisher
:MCB UP Ltd
Copyright © 1995, MCB UP Limited