The “Online” group has developed a series of webinars for student focusing on ‘How to be motivated in the online environment’. Their package delivers 12 x 1 hour per week motivational webinars targeted to students around the world due to the Covid-19 pandemic and the fact that many courses have moved to virtual classrooms. “Online” has asked you to research customer preferences and to recommend a pricing policy. There are limited price differences relating to the timing of webinars in the Northern Hemisphere, however for Southern Hemisphere webinars running a class at or below 45 students (normal class size is 50) costs significantly more for “Online” to run.

Required:

a. In addition to customer preferences, what information would you like to gather before recommending a pricing policy? Explain why each item you list is relevant.

b. Explain why it is important to understand customer preferences before investing in the infrastructure to run the system.

c. Is the need to consider customer preferences different for this organization than for another type of organization? Why or why not?

Also is this cost-based or market-based?