ABSTRACT
This chapter deals with the pricing strategies in B2B companies. Market segments are often defined to suit marketing purposes. A pricing segment can be defined around a group of customers that will be sensitive to a full-bundled price offer, while others prefer to pay for the individual components. There is a lot of hype around the so-called Value Pricing, to the point that one may think that, as value pricing seeks to capture the maximum value from a product, this strategy should be applied in all circumstances. In a value-pricing approach, the price of a product is based, not on a markup on its cost or on a competitor's price, but on the value it provides. In cost-plus pricing, these extra services do not create a perceived value that allows for the setting of a higher price. The pricing language harmonization will be fundamental to internal communication and to define the new pricing metrics required.
