Abstract: Techniques include accessing predetermined utility of customers based on customer types and qualities. The qualities are based at least on previously identified non-functional characteristics of services that influence decisions of the customers in buying the services from a service provider. Based at least on the accessed predetermining utility, quality-price pairs are determined to create a predetermined amount of profit for the service provider assuming the service provider offers the services to a customer having the customer type at a level of quality corresponding to an associated one of the qualities in a pair and for the corresponding price in the pair. Each quality in the pairs corresponds to one of the customer types. Determining the price-quality pairs further includes mapping one or more of the service-related characteristics to one or more information technology resources in response to the service-related characteristic being dependent on one or more other service-related characteristics.