Pricing

Lumetra: pricing a new surgical device

Lumetra, a large medical device company.

What price should Lumetra charge for the device?

Skills tested

• Structure
• Quantitative analysis
• Exhibits and insights
• Synthesis and communication

Concepts

• willingness to pay
• price-adoption curve
• revenue-maximising price
• profit-maximising price
• value-based pricing
• economic value to the customer