Pricing
Marketing Guides
Pricing Strategy
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Customary pricing is the strategy of basing prices on historical price points that customers expect. Customers may strongly resist a price above what they expect and may be attracted to prices below expectations.
ExampleCustomers in a particular country are accustomed to paying $9.99 for a month of unlimited streaming music. This becomes a common expectation. In this environment, a service that launches at $11.99 may see few subscribers even if they have premium features. A service that launches for $7.99 may attract business with little effort.|
Type | | Definition | Basing prices on price levels that customers have come to expect. | Related Concepts | |
Pricing
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