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Essentials of Services Marketing, Second Edition by Christopher Lovelock, Patricia Chew, Jochen Wirtz

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Chapter 6. Setting Prices and Implementing Revenue Management

Learning Objectives

By the end of this chapter, the reader should be able to:

Image LO 1 Recognize that effective pricing is central to the financial success of service firms.

Image LO 2 Outline the foundations of a pricing strategy as represented by the pricing tripod.

Image LO 3 Define different types of financial costs and explain the limitations of cost-based pricing.

LO 4 Understand the concept ...

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