A Value-based Pricing Perspective on Value ... - Boston College

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less than you could. Most customers lack the time or the incentive to fully inform themselves about their alternatives and to evaluate the information they do have. If you want them to recognize your value, you have to make the process easier for them by supplying them with information about what you offer and ideas about how to evaluate that information. 14
References Anderson, James C., Dipak C. Jain, and Pradeep K. Chintagunta (1993), “Customer <strong>Value</strong> Assessment in Business Markets: A State of Practice Study,” Journal of Business-to-Business Marketing (1): 3-30. Forbis, John L. and Nitin T. Mehta (1981), "<strong>Value</strong>-<strong>based</strong> Strategies for Industrial Products," Business Horizons 24, #3 (May-June), 32-42. Mizik, Natalie and Robert Jacobson (2003), “Trading Off Between <strong>Value</strong> Creation and <strong>Value</strong> Appropriation: The Financial Implications of Shifts in Strategic Emphasis,” Journal of Marketing 67 (January), 63-76. Nagle, Thomas T. and John E. Hogan (forthcoming), The Strategy and Tactics of <strong>Pricing</strong>: A Guide to Profitable Decision Making, Fourth Edition. Englewood Cliffs, NJ: Prentice-Hall. Nelson, Philip (1970), "Information and Consumer Behavior," Journal of Political Economy 78 (March/April), 311-29. Reuter, Vincent G. (1986), “What Good Are <strong>Value</strong> Analysis Programs,” Business Horizons 29 (March-April): 73-79. Rossiter, John R. and Larry Percy (1997). Advertising Communications and Promotion Management. New York: McGraw-Hill. Stigler, George (1961), "The Economics of Information," Journal of Political Economy 69, no. 3 (June), 213-25. Shapiro, Benson P. and Barbara B. Jackson (1978), “Industrial <strong>Pricing</strong> to Meet Customer Needs,” Harvard Business Review Nov-Dec: 119-127. Wind, Yoram (1990), “Getting a Read on Market-Defined ‘<strong>Value</strong>’,” Journal of <strong>Pricing</strong> Management 1 (Winter): 41-49. 15
Page 1 and 2: A Value-ba
Page 3 and 4: In a recent article Mizik and Jacob
Page 5 and 6: • The End-Benefit Effect—Some e
Page 7 and 8: Customer Sophistication—What is a
Page 9 and 10: customizable value models. The sale
Page 11 and 12: The key to successful end-benefit f
Page 13: you are not differentiated in deliv
Page 17 and 18: Type of Benefits Economic Benefits
Page 19 and 20: Exhibit 5-4 Reliable Software Ad 19
Page 21 and 22: Exhibit 5-6 International Truck <st
Page 23 and 24: Exhibit 5-8 Duracell Ad 23
Page 25: FOOTNOTES 1 Other elements of marke

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