August 2014
Beginner
427 pages
11h 40m
English
Content preview from The Guide to Entrepreneurship
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Marketing and Sales ◾ 191
produces revenues; all the other elements produce costs.
8
Your selected
pricing strategy will:
◾ Dene your product
◾ Help to segment the market
◾ Incentivize customer adoption
◾ Signal your quality intentions to your competition
◾ Establish the gold standard
Figure9.6 summarizes the recommended six steps in setting your pric-
ing policy.
9.5.1 Establishing Your Pricing Tactics
“I never said most of the things I said.” —Yogi Berra
Your pricing tactics should accurately reect your strategic goals. As an
innovative startup, you should be thinking in terms of value, not just pricing.
Value in new product pricing ensures tha ...
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