Para reflexão

"Pricing is an important and largely neglected tool in industrial marketing—on average, a 5% price increase leads to a 22% improvement in operating profits—far more than other tools of operational management.
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Consumers show little interest in prices of goods purchased. Managers have a general tendency to believe that price is an important issue for customers. Research, however, has shown that customers are frequently unaware of prices paid and that price is one of the least important purchase criteria for them.
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Impact of price on profitability is high. Finally, the impact of even small increases in price on profitability by far exceeds the impact of other levers of operational management.
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Are customers really as price sensitive as commonly believed?...
investigated the importance of price for industrial goods in a survey involving purchasing and sales managers of 200 companies. They found that purchasing managers ranked product attributes as the most important criteria, then service attributes, and finally, price as the least important criterion. Sales managers, by contrast, ranked price much higher in what they perceived to be the most important purchasing criteria of their customers, indicating how weak their understanding of the critical purchasing criteria of their customers was.
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A price increase of 10% led to a volume decrease of less than 3%, suggesting that customers show little sensitivity to price increases.
In conclusion, it seems that managers, as price setters, have a general tendency to overestimate the importance of price for actual and potential customers."

Trechos retirados de "Towards value-based pricing—An integrative framework for decision making" de Andreas Hinterhuber, publicado por Industrial Marketing Management 33 (2004) 765–778