Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Question
Why or why not should food and wine be in a similar price range when matching them?
Expert Solution
Introduction
Price is more of a psychological concept where it acts as a perceived value in the eyes of the customers. The more this perceived value is, the more price can be kept. This perceived value can be increased with the help of marketing activities.
Price is set on the basis of two important methods:
- Cost plus markup: Here a markup percentage is added over the variable cost.
- Value based pricing: Here the product is priced based on the value it holds in the eyes of customers.
Various psychological effects come into play in pricing area. But always the most important thing than pricing is high product quality.
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