سؤال قراءة ستيب محلول — فهم التفاصيل (تدريب 6821)

(1)The price a company charges will fall somewhere between one that is too high to produce any demand and one that is too low to produce any profit. (2)in the end, the customer will decide whether a product’s price is right. Pricing decisions, like other marketing mix decisions, must start with customer value. When customers buy a product, they exchange something of value (the benefits of having or using the product). Effective, customer-oriented pricing involves understanding how much value consumers place on the benefits they receive from the product and setting a price that captures this value. (3)Customer value-based pricing uses buyers’ perceptions of value, not the seller’s cost, as the key to pricing. Value-based pricing means that the marketer cannot design a product and marketing program and then set the price. Price is considered along with the other marketing mix variables before the marketing program is set. (4)Although costs are an important consideration in setting prices, cost-based pricing often product driven. The company designs what it considers to be good product, adds up the cost of making the product, and sets a price that covers costs plus a target profit. Marketing must then convince buyers that the products value at that price justifies its purchase. If the price turns out to be too high, the company must settle for lower markups or lower sales, both resulting in disappointing profits. Passage B: Good-Value Pricing (1)Recent economic events have caused a fundamental shift in consumer attitudes towards price and quality. In response, many companies have changed their pricing approaches to bring them into line with changing economic conditions and consumer price perceptions. More and more, marketers have adopted good-value pricing strategies - offering just the right combination of quality and good service at a fair price. (2)In many cases, this has involved introducing less- expensive versions of established, brand-name products. To meet the tougher economic times and more frugal consumer spending habits, fast-food restaurants such as Taco Bell and McDonald’s offer value meals and dollar menu items. Armani offers less-expensive, more casual Armani Exchange fashion line. Alberto-Culver’s TRESemme hair care line promises ‘A salon look and feel at a fraction of the price.’ And every car company now offers small, inexpensive models better suited to the strapped consumer’s budget. (3)In other cases, good-value pricing has involved redesigning existing brands to offer more quality for a given price or the same quality for less. Some companies even succeed by offering less value but at rock bottom prices. For example, passengers flying low-cost European airline Ryanair won’t get much in the way of free amenities, but they’ll like the airline’s unbelievably low prices. What do passages A and B say about consumer price perceptions?