Roegner, Eric V.; Marn, Michael V.; Zawada, Craig C.
January 2005
Marketing Management;Jan/Feb2005, Vol. 14 Issue 1, p23
Price architecture can be more important than absolute price level in driving customer behaviors and perception. Whether selling goods or services, businesses that treat pricing as a source of competitive advantage set specific market and customer objectives for their price architecture. In addition, they regularly revisit their price structure to verify that it helps achieve those objectives. Companies that excel at pricing use various pricing design elements to create price architectures that most positively influence customer perception of price. INSET: A Mixed Bag.


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