Price: Understanding and Capturing Customer Value

company evaluations and are used by 

companies to measure them. The company 

can ask the consumer how much he is 

willing to pay if he eats at the restaurant.

Prices are based on value

Value-based pricing uses the buyer's

perceived value rather than selling costs as

the key to pricing. That means marketers

cannot design a product or marketing

program and then set a price. Prices are

calculated together with other marketing