SCPM Chapter 9
Learning Outcomes
After completing this chapter, learners will be able to:
- Explain the strategic role of pricing in value creation, competitive positioning, and profitability across global markets.
- Differentiate among key pricing strategies—cost-based, value-based, and competition-based—and assess when each approach is appropriate.
- Analyze how customers form perceptions of value and interpret price signals based on psychology, context, and cultural norms.
- Apply pricing frameworks to align product value propositions with segmentation, positioning, and brand strategy.
- Assess how pricing decisions interact with ethics, transparency, and long-term brand trust.