The manufacturers go to great pains to make their products appear distinct.And one of the elements that contributes to that distinctiveness is price.We will often buy the more expensive of two products if we think that it offers greater value. Because we usually do not have a well-developed system for assessing value, we will often assume that the more expensive product is the better product.
Price is also a key element of the marketing mix because it helps establish a perceived value for a product or service. All other things being equal, if two products sit on a grocer's shelf, we will buy the cheaper of the two if we believe both to be exactly the same. But two brands of mustard or two kinds of hair spray are rarely seen as the same.
This close relationship between price and perceived value is nowhere more evident than in the competitive world of nonprofit organizations. It is often difficult to assess the "real" value of the various offerings of hospitals, daycare centers, universities, and theater companies. A consumer attempting to distinguish between two organizations in the same field may sometimes conclude that the one whose price is higher actually offers the better product or service.
It was this psychology-the linkage of price and perceived value-that created a major problem for Abbott Academy. Joseph Abbott, the school's founder, had endowed the school heavily in the early years and made significant contributions to keep the tuition affordable for less affluent parents. Yet, over time, as competing schools raised their tuition charges to levels a third or more above those of Abbott, some people began to wonder if there was something wrong with Abbott Academy's academic program. In stark contrast, one of Abbott's competitions, long considered an inferior school academically, decided to price itself higher than any other secondary school in New England hoping that this would create an image of quality.
Remarkably, after only three years, this school saw the number of its applicants surpass that of Abbott Academy for the first time. While other factors certainly contributed to this trend-the academic program was revamped and the school increased promotional activities-incoming parents who were interviewed admitted that price played an important role in their determination of quality.
- 匿名使用者2 0 年前最佳解答
那些製造商費很大勁兒使他們的產品似乎distinct.And 要素之一， 那為那區別性做貢獻price.We 經常將買更昂貴的二產品我們認為高分提供如果。 因為我們通常沒有確定價值的一個發展得好的系統，我們經常以為更昂貴的產品是產品越好。
價格也是一種行銷組合的關鍵要素，因為它幫助一種產品或者服務建立察覺的價值。 如果其他情形都一樣的全部， 二產品關於一雜貨商架子坐如果，我們將買便宜的兩年代我們相信兩完全相同如果。 但是芥末或者兩種頭髮水霧的兩個品牌很少被視為相同。
在價格之間的這種親密的關係和察覺價值無處比在非贏利的組織的具有競爭性的世界明顯。 評價醫院，托兒中心，大學和劇院公司的各種各樣的報價的"真正"的價值是經常困難的。 A 試圖在相同的領域釐清兩個組織的消費者可能有時斷定價格更高的一個人實際上提供更好的產品或者服務。
那時是心理學這聯繫的價格的並且察覺價值創造去阿博特高等學校的主要問題。 約瑟夫‧阿博特， 那些創始人學校，在那些早年內重捐助那些學校並且對作出顯著貢獻保持那些學費適合較少富裕父母可承受。 然而，額外，當競爭學校舉起時他們學費把第三方或者更在上面阿博特的控告給水準， 一些人開始想知道是否阿博特高等學校的教學計畫出毛病了。 在明顯對比過程中， 阿博特的一場比賽， 長時間學問上考慮一所低等的學校， 對價格決定比在新英格蘭的任何其他中學(希望這將建立一幅質量的圖像)高的它自己。
非常，在僅僅3 年之后，這所學校看見它的申請人的數量第一次超過阿博特高等學校的。 當時趨勢為這做貢獻的其他當然的原素教學計畫被修補和那些學校增加促進活動進來父母， 誰被接見承認價格在他們的質量的決心中起重要作用。參考資料： ~Dr.eye~
- 匿名使用者2 0 年前
- dreamerLv 52 0 年前