OnDemand WTP Pricing Research

Pricer’s Points: Getting the right price right | Loon Lee Spielmann

Where there is unique value differentiation, value-based pricing can apply according to customer’s willingness to pay. Where there is little value differentiation, then competitive pricing rules, to get the best price. Where there is no value differentiation, a simple price can be generated with a cost-based approach.

However if you are a pricing professional, and someone comes up to you with a piece of antique, a piece of an old family heirloom, how should you price it?

Therefore I contend that there are 2 faculties in pricing, one based on economic models and market access (how many will buy), and the other on valuation and ownership (who will buy).

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Getting the right price right | Loon Lee Spielmann.

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