Erros no pricing

"Mistake No. 1:
 Basing prices on costs, not customers’ perceptions of value.
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Mistake No. 2: Companies base their prices on “the marketplace.”.
By resorting to “marketplace pricing,” companies accept the commoditization of their product or service. Marketplace pricing is a resting place for companies that have given up, and where profits end up being razor thin. Instead of giving up, these management teams must find ways to differentiate their products or services so as to create additional value for specific market segments
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Mistake No. 3: Same profit margin across different product lines....
The iron law of pricing is that different customers will assign different values to identical products. For any single product, profit is optimized when the price reflects each customer’s willingness to pay. This willingness to pay is a reflection of his or her perception of value of that product, and the profit margin in another product line is completely irrelevant.
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Mistake No. 4:
 Companies fail to segment their customers..
Mistake No. 5: Companies hold prices at the same level for too long..
Mistake No. 6: Salespeople incentivized strictly on revenue..
Volume-based sales incentives create a drain on profits when salespeople are compensated to push volume, even at the lowest possible price. This mistake is especially costly when salespeople have the authority to negotiate discounts. They will almost always leave money on the table by: selling lower priced products and dropping prices to “clinch the deal.”
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Mistake No. 7:
 Changing prices without forecasting competitors’ reactions."

Trechos retirados de "The Top 10 Pricing Mistakes Companies Are Making"