Willingness to Pay and Price Setting

Retrieval

1. Without notes, explain the decision supported by pricing approaches.
2. Without notes, explain the decision supported by van westendorp survey.
3. Without notes, explain the decision supported by price-sensitivity curves.
4. Without notes, explain the decision supported by price recommendation.
5. Without notes, explain the decision supported by strategic pricing and profitability.

Mini-case

Using a product from a different industry than this week’s worked examples, frame one consequential decision. Apply two ideas from the week, compare an alternative, and state what evidence would change your recommendation.

Portfolio check

Combine the five daily artefacts into one coherent a price recommendation. Remove contradictions and add a dated decision statement.

Rubric

• Problem and decision clarity — 25
• Evidence and assumptions — 25
• Method choice and alternatives — 25
• Recommendation and revision trigger — 25