Innovation: Pricing

Most suppliers, including public-service institutions, never think of pricing as a strategy. Yet pricing enables the customer to pay for what he buys (...) rather than for what the supplier makes. What is being paid in the end is, of course, the same amount. But how it is being paid is structured to dance with what the consumer actually buys. And it charges for what represents "value" to the costumer rather than what represents "cost" to the supplier.

The Essential Drucker
Peter F. Drucker
Collins Business (2005)