Firms try to deliver the value that the consumers perceive as valuable and price accordingly. Some value-based marketing firms try to deliver more than necessary to attract consumers to buy their products. One example of this value-based marketing is the way Whistler sells season passes to different segments of the market. For those who place a greater interest on skiing/snowboarding, Whistler charges more heavily than to other segments. However, it does not forget to offer them a special offer for them only. Whistler charges more money on adults than it does to seniors and students. This type of pricing can be both value-based and profit maximizing pricing. The reason for this is because for those who buy the expensive season pass, Whistler allows them to ski/snowboard on 24th, 25th, whereas university students are not allowed to ski/snowboard on those specific dates. Doing so, Whistler delivers more value to those who buy the adult season pass than to those who buy the student pass. While part of Whistler’s pricing strategy is value based, other part is profit maximizing pricing. Whistler complements both strategies by delivering good values and pricing differently to different segments.
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