January 2020
Beginner to intermediate
224 pages
4h 59m
English
Content preview from Myths of Marketing
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PRICING IS A MATTER OF CHARGING THE HIGHEST AMOUNT POSSIBLE
One of the considerations an organization will have to deliberate is its revenue model. For example, an enterprise can have a straightforward system of charging for the goods and services that it sells, and there are a variety of ways of accomplishing this. The amount can be taken as a simple, one-off transaction or alternatively, there is a whole array of other payment options like renting or leasing, charging commissions or subscription services.
It’s important to think carefully about payment options. Research conducted by John T Gourville, a professor at Harvard Business School, and Dilip Soman, a professor at Hong Kong University of Science and Technology, demonstrated ...
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