Price: Understanding and Capturing Customer Value

strategies and prices, general marketing 

strategy and mix, and the nature of the 

market and demand.

 Customer Value Based Pricing 

Customer value-based pricing uses the 

buyer's perceived value as the price driver, 

not the seller's cost. Price-based value 

means marketers cannot design products 

and marketing programs and then set prices. 

Price is considered along with all other 

marketing mix variables before marketing