Page 39 - Case Lab Teaching Note
P. 39
Idea Exploitation
Price is what buyers pay. Value is what they receive.
Tasks
- develop in-depth knowledge of buyer's needs
- educate the buyer that value is something other than
price
- inform buyer of benefits other than price
Adding Value: Methods
o build a brand
o deliver measurable service
o add product feature and benefits
o operate efficiently
o offer convenience and speed
o provide a unique selling point (USP)
