Capturing Customer Value through Pricing - Assignment Example

There are various marketing strategies that the organization can develop to increase customer value. Some of these can include public relations, marketing leadership, innovation, integrated marketing, or buzz marketing, etc. But what matters most is that the focus is on providing the customer value, to exceed the customer's expectation by the price offered. If the price of a product, for example, is more, the customer is likely to find it expensive. But if the product is of high quality or comes with the guarantee to satisfy the customer then the customer would not mind the high price.

This is called brand equity or brand value. A brand may have a high price but it is attached with the promise to deliver a high-quality product. Customer value does not end with the purchase of the product but it continues long after that. Thus the focus of the marketing strategy is to combine the four P's to ensure the customer returns and buys the same product again because he/she is satisfied (Kotelnikov, Web).