Um gráfico que me continua a dançar cá dentro, após a leitura de "
Contextual Pricing: The Death of List Price and the New Market Reality" é este:
"If you do not have market power (i.e., buyers will defect to other vendors), you must accede to simple fixed or simple variable pricing. If, on the other hand, you have market power, you should decide on a two-part pricing structure (left side of map). Then you must consider the purchase volumes of your customers. Are high-volume customers able to buy under a relatively fixed plan? Are small- or low-volume customers able to buy in a variable way? If not, consider offering price plans under which each customer can buy more in the manner he or she wishes. If your company has little market power, offer a pure fixed plan to volume buyers. If your company has substantial power, with volume buyers, have a two-part tariff but bias the split more towards the fixed-price charge."
Recordo logo o tempo em que a PT tinha um risco de perda de clientes nulo e, por isso, cobrava uma assinatura mensal e mais ainda, por cada chamada e em função da distância e da sua duração. Hoje... já não sou cliente, já nem sei... mas passou do lado esquerdo para o lado direito do gráfico.
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