The Secrets of Success in Marketing

Risky business – pricing in challenging times 139

staff and the infrastructure to deliver the service cost effec-

tively, you can reduce the overall cost of your customers’

business processes.

Manage your pricing

By recognising your customers’ changing needs and assess-

ing levels of dependency, you can offer different groups a

range of prices or price packages for the same basic product.

For example, you could offer ‘first-class’

or ‘economy’ prices. First-class customers

receive extra value, such as faster delivery

or complementary services by paying a

premium price. Economy customers pay

a lower price but would get just