Marketers should view pricing decisions as an opportunity to create value.

Pricing decisions are not just about setting a price; they are also about creating value for customers. Marketers can use pricing strategies such as discounts, bundling, and value-based pricing to create perceived value for customers and differentiate themselves from competitors. By considering the customer's willingness to pay and the value they place on the product or service, marketers can set pricing that maximizes profits while also providing value to the customer.