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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Looking for new points of difference
Finally, for a company seeking new points of difference, MacMillan and McGrath (1997) suggest in the Harvard Business Review that the most effective approach is to scrutinize the customer’s relationship with the product chronologically from the first to the last. At the outset, how does the customer originally become aware of the product? Can this be enhanced? How might word-of-mouth referral be encouraged, for example? How do new customers find the product and could this be made easier? The process continues through the actual usage of the product to the ultimate disposal of it. Paying close attention to the sequence of steps can frequently find a better way. And the better way commands a better price.
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