Price: Understanding and Capturing Customer Value

well. Some managers see price as their 

primary concern and prefer to focus on 

other elements of the marketing mix. 

However, smart managers see price as a 

strategic tool for creating and capturing 

customer value. Prices directly affect the 

company's profits.

 A small percentage increase in price can lead to a large percentage profit. 

More importantly, as part of a company's overall value proposition, price plays a key role in creating customer value and building customer relationships. "Instead of running away from the price," says one expert, "savvy marketers snatch it.

Key Pricing Strategy 

Summary of the most important topics in