January 2005
Intermediate to advanced
232 pages
5h 35m
English
Content preview from Smarter Pricing: How to capture more value in your market
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Up-market or down-market?
When companies are monopoly suppliers, they have no competition and need only assess the value to potential customers. Do they have the ability to pay? What is their willingness to buy? How will price influence the level of their demand? Companies are rarely alone in their market with their customers, they must consider competitors (see Figure 6.1).
Figure 6.1. Three pointers to the right price
Competitor offerings allow customers to make comparisons. Customers will position brands relative to each other. Is a brand ‘up-market’ or ‘down-market’? The position that a brand occupies in customers’ minds will therefore ...
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