BERTINI, GOURVILLE - PRICING TO CREATE SHARED VALUE

Question 1

5 STEPS OF CREATING SHARED VALUE

Answer 1

1. Focus on relationships, not transactions
   = for example personalization
2. Be proactive
   = think about advantages and disadvantages of bundles, portioning etc.
3. Put a premium on flexibility
   = price can change in response to shifting customer needs
4. Promote transparency
   = provide the rationale to consumers-> trust & goodwill
5. Manage markets standards for fairness
   = pricing meets customers expectations -> increased willingness to pay