"Marketing Exam 7 Practice 2025 – The Complete All-in-One Guide for Exam Success!"

Value-based pricing is a strategy that focuses on the perceived value of a product or service to the customer, rather than solely on the costs associated with production or historical pricing strategies. This approach centers on how much a customer believes a product is worth and is heavily influenced by factors such as customer needs, preferences, and the overall benefits they expect to receive from the product.

In value-based pricing, businesses conduct research to understand what features and benefits their customers value most, and then set prices that reflect this understanding. This can often result in prices that are higher than those determined by traditional cost-plus pricing methods, which simply add a markup to the production costs.

By prioritizing customer perceived value, companies can optimize their pricing strategies to maximize profitability while enhancing customer satisfaction. This approach also encourages innovation and differentiation, as businesses strive to offer unique value that meets customer expectations.