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

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Exhibit 5-9 Michelin Ad 24
FOOTNOTES 1 Other elements of marketing, such as channel availability, and other issues in pricing, such as pricing policies, are still relevant even when the product is not economically important. <strong>Value</strong> communication, however, is not likely to have an impact in those cases. 2 Richard Thaler, “Toward a Positive Theory of Consumer Choice” Journal of Economic Behavior and Organization, 1 (1980), pp.39-40. 3 See Gerald E. Smith and Paul D. Berger (1996), “The Impact of Direct Marketing Appeals on Charitable Marketing Effectiveness,” Journal of the Academy of Marketing Science, vol. 24 (Summer), no. 3, 219-231; and R. M. Dawes, D. Faust, and P. E. Meehl (1989), “Clinical versus Actuarial Judgment.” Science, 243: 1668-1674. 4 Venkateshwar K. Reddy, Eric M. Olson, and Stanley F. Slater, “When Marketing Efforts Go Flat,” American Marketing Association, www.marketingpower.com/content21161C5850S2; “Michelin Baby Hoops it up in New Advertising,” press release dated April 17, 2001, www.michelin.com; “Integrating Competition and Goal-Based Positioning: The <strong>Value</strong> Equation,” Northwestern University, www.kellogg.nwu.edu/faculty/sterntha/htm/module3/5.] 25
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 and 14: you are not differentiated in deliv
Page 15 and 16: References Anderson, James C., Dipa
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: Exhibit 5-8 Duracell Ad 23

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