By Shaw R.
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Extra resources for Art of Air-to-Air Fighter Combat
The data revealed that the initial hypothesis was not correct, because consumers across all segments were willing to pay a premium for a one-year warranty. Interestingly, extending the warranty from one to two years did not lead to a similar increase in willingness-to-pay. The results also provided key insights into the value derived by different market segments that, in turn, informed the channel pricing strategy. The data in Exhibit 9 shows the differences in willingness-to-pay between the Innovator and Budget Shopper segments based on the conjoint 33 Value Creation Impact of Warranty Length on Willingness to Pay EXHIBIT 8 Warranty Effect on Aggregate Choice Rate 80% Choice Rate 60% Choice with 2 year warranty Choice with 1 year warranty Choice with 90 day warranty 40% 20% 0% $100 $200 $300 $400 $500 Price of Big Drive results.
But to figure all that out requires the harder work of calculating economic value estimation in the first place. Sadly, there are no shortcuts for profitable strategic pricing. Note how the fair economic value estimation price exceeds the fair CVM price as the differentiation value of the product grows. Were widget D priced at the fair-value CVM price of $73, its manufacturer would be leaving $7 per unit, nearly 9 percent of the value widget D creates, on the table. ) VALUE-BASED MARKET SEGMENTATION Market segmentation is one of the most important tasks in marketing.
Suppose you were planning to paint your house and discovered a paint sprayer that lets you finish the job in half the usual time—a doubling of your productivity. Would you pay no more than twice the price of a brush? Obviously not, unless you’re some rare individual who can paint twice as fast with two brushes simultaneously. Otherwise, the value to a busy person of the painting time saved by the sprayer is much greater than the price of a second brush. As these examples show, the value-based price premium one can charge is often much greater than the percentage increase in an offering’s technical efficiency.