"If you decrease your prices (a sale or discount coupons, for example), how many more units do you have to sell to keep gross profit dollars the same? We have it for you in the chart below.
Como sublinha Hermann Simon em "The Pricing Man":
"The obsessive pursuit of the wrong goals - customer counts, revenue, and market share - leads even the sharpest managers to neglect the effects that discounts and promotions have on profits."
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