"Pricing is Contextual" (parte IV)

Parte III.
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Outra provocação blasfema para a Dona Estrela:

"Price is a HUGE differentiator. And sometimes the only differentiator. Many times the only major difference between products is its price. Last time I shopped for a tennis racquet, the store offered hundreds to choose from. They were lined up in price order, least expensive on the left, most expensive on the right. I noticed the expensive ones tended to have larger racquet heads. When I asked the difference, the sales person said that once you get about to about $150, there is little difference other than racquet head size and price. He said older people generally want a larger head size, and have more money to spend, so those racquets cost many multiples more. And guess what? They buy them."

E voltar aquela afirmação tão poderosa:

"Price the customer, not the service" 

"Price defines your customer. What kind of customer do you want? Your price will define the kind of customer you will attract, so proceed with an understanding of the ramifications."

Trecho inicial retirado de "7 Reasons to Think Twice (Or More) About Your Pricing Strategy"