Service pricing approaches

Service pricing approaches

Bachelor of Business Studies (BBS) — Fourth Year

Subject: Fundamentals of Services Marketing (MKT 254)

Unit 6: PricingStrategies for Services

Academic Year: 2083/84

Topic Objectives

After studying this topic, students should be able to:

• Explain the scope and key elements of service pricing approaches.
• Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

• Satisfaction based pricing, relationship pricing, and efficiency pricing

Detailed Microsyllabus

1. Satisfaction-based pricing

   1. Explain reducing uncertainty about service value.
   2. Compare appropriate guarantees and benefit-related pricing examples.
   3. Assess credibility and delivery implications.

2. Relationship pricing

   1. Explain pricing that supports continuing customer relationships.
   2. Evaluate package and continuing-use arrangements.
   3. Consider fairness, transparency and retention effects.

3. Efficiency pricing

   1. Relate lower delivery costs to pricing choices.
   2. Assess process improvements and customer benefits.
   3. Compare all three approaches for a defined service.

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Curriculum reference: Tribhuvan University, Faculty of Management, revised four-year BBS curriculum, PDF pages 109–111.

Source note: The curriculum scope above is retained from the existing TU syllabus breakdown. The numbered study subtopics are editorial elaborations for teaching and study, rather than a separately issued TU syllabus. Unit or component allocations apply at their stated level; no separate topic hours or marks are assigned here. Examples involving current laws, rates, institutional products or Nepalese status must identify the relevant period and official materials; no changing numerical or legal requirements are invented here.