"Dangerous price moves can destroy your business, either with sharply reduced revenues and/or competitive inroads. Yet many managers have little awareness as to which are the most dangerous price actions. For instance, the most dangerous price move by far is lowering your price, because it can alienate customers.
...
When raise price, you are going to initially communicate the higher price to existing customers who know something about the value you offer. Yes, a higher price can be challenging, but at least the change affects those who know something about your value (existing customers) or those being targeted with a value message already. Noncustomers may never know the history of changes in price or value, so they are not bothered by it.
.
Why do many rational managers believe that lowering prices is safe and useful? It's possible that the root of the problem lies with the idea of price elasticity. Price elasticity contains the seductive notion that a single simple number will explain market buying behavior and its relationship to price. This is almost never so. The idea that elasticity could do this is an insult to segmentation and context."
Trechos retirados de "Contextual Pricing: The Death of List Price and the New Market Reality"
Sem comentários:
Enviar um comentário