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The Analysis And The Role Of The Factors Influencing Perceptions Of Value

Author

Listed:
  • Adrian Micu
  • Angela-Eliza Micu

    (Dunarea de Jos University, Galati, Romania)

Abstract

In most companies, there is ongoing conflict between managers in charge of covering costs (finance and accounting) and managers in charge of satisfying customers (marketing and sales). Accounting journals warn against prices that fail to cover full costs, while marketing journals argue that customer willingness-to-pay must be the sole driver of prices. The conflict between these views wastes company resources and leads to pricing decisions that are imperfect compromises. Profitable pricing involves an integration of costs and customer value. To achieve that integration, however, both need to let go of misleading ideas and form a common vision of what drives profitability.

Suggested Citation

  • Adrian Micu & Angela-Eliza Micu, 2007. "The Analysis And The Role Of The Factors Influencing Perceptions Of Value," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 5(1), pages 147-152, November.
    • Handle: RePEc:aio:manmar:v:5:y:2007:i:1:p:147-152
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    More about this item

    Keywords

    decision; pricing; cost;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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