The name of the game!

"The purpose of strategic pricing is not simply to create satisfied customers. Customer satisfaction can usually be bought by a combination of overdelivering on value and underpricing products. But marketers delude themselves if they believe that the resulting sales represent marketing successes. The purpose of strategic pricing is to price more profitably by capturing more value, (Moi ici: this is the most important. Originar valor e conseguir capturá-lo cada vez mais. Value is the name of the game, tudo o resto é, mais tarde ou mais cedo, treta!!!) not necessarily by making more sales." (Moi ici: Volume is vanity, profit is sanity e, Hermann Simon vêm logo à mente.)

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Moi ici: Now the great wisdom:

"When marketers confuse the first objective (more value) with the second (more sales), they fall into the trap of pricing at whatever buyers are willing to pay, rather than at what the product is really worth. Although that decision enables marketers to meet their sales objectives, it invariably undermines long-term profitability.
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The job of sales and marketing is not simply to process orders at whatever price customers are currently willing to pay, but rather to raise customers’ willingness to pay to a level that better reflects the product’s true value.
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The goal of pricing should be to find the combination of margin and market share that maximizes profitability over the long term."

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Originação de valor e captura de valor... valor, valor, valor. É o truque para criar um futuro melhor do que o presente.

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Trecho retirado de The Strategy and Tactics of Pricing – A Guide to Growing More Profitably de Thomas Nagle e John Hogan.