Preços e segmentação

Isto que se segue é precioso. Infelizmente pouca gente pensa assim!
O modelo do preço como o custo mais uma margem continua entranhado:

"The right place to start to set prices is to start with customers (Moi ici: Quem são os clientes-alvo?) and the reasons they buy the products. (Moi ici: Que experiências procuram e valorizam) Different customers – different reasons and you have customer segmentation. Another way to look at the reasons they buy a product as – “What jobs are different customers hiring a product for?”. That is customers have jobs to be done (needs to be filled) – they hire (which implies they can fire and switch to another) a product that best fills those needs.

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The needs could fall anywhere in the spectrum of perfectly utilitarian and perfectly emotional. But very few products get hired for purely utilitarian reasons and almost no product gets hired for purely emotional reasons. For the latter, the product should meet basic utilitarian threshold or given enough utilitarian reasons that will help rationalize the buying (hiring) decision."

Trecho retirado de "THE $100,000 PRODUCT’S CUSTOMER SEGMENTATION – PART 2"