O excesso de procura afasta clientes? (parte II)

Neste postal acerca do Evangelho do Valor faço referência a um dos gráficos da minha vida:

Em "The Power of Pricing" encontro:

"For most companies, managing pricing is the most effective, lowest-risk lever for driving top-line growth and enhancing profitability. Multiple studies have shown that a 1 percent increase in pricing can have a much greater impact on the bottom line than bringing variable costs down by 1 percent or by increasing sales by 1 percent. That said, however, recent Nielsen research across categories has shown wide discrepancies in how successful companies are in their abilities to realize pricing power, making it clear that when it comes to this capability, there are winners and losers both across and within categories. It also highlights an opportunity for those that have not optimized their approach to pricing.
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Overcome the commodity perspective. One of the biggest barriers to achieving pricing power is believing that you’re stuck in a commodity category or that you only have a commodity offer. ...  Bottled water is a great example: if companies can differentiate water, they can differentiate anything.
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Price to benefit distinct consumer clusters rather than to the entire market. No two customers—and no two customer needs—are exactly alike. Each customer has a different level of interest in your category, is seeking a different set of benefits and has a certain level of price sensitivity.
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Once you understand the consumer segments in the market, examine the value equation for each. The value equation is simply the total benefits gained from the offer divided by the price paid to get them, expressed as “value = benefits/price.”
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Ultimately, pricing power is the tangible outcome of an effective strategy—one that differentiates businesses from their competitors and creates something that makes paying more for worth consumers’ while. In contrast, undifferentiated commodities will lack pricing power because they simply accept the level of pricing the market will bear."

Por fim, encontro este interessante postal de Rags Srinivasan "What does slowing iPad sales really mean in 10 pictures", depois de o ler comparem com "O excesso de procura afasta clientes?"
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BTW, malta da tríade que só sabe baixar o preço quando a procura baixa, convém olhar com cuidado para o texto de Rags.