White Papers on Pricing
10 Pricing Mistakes
Our friend and pricing expert, Jerry Bernstein shared the following 10 pricing mistakes he sees sales people making when they deal with procurement people. So as not to impose our thinking onto Jerry’s concepts, we are reprinting (with his kind permission) his original thoughts and then, where we think we can add value, we are adding our own commentary.
The Value Priced position has come to mean a low priced offering of “pretty good” products or services. Why is the term “value priced” defined this way? Does this really make sense? What if you are not value priced? What are you then, high priced, over-priced, cheap? This article explores an alternative definition for value priced.
Prices That Make Sense
This paper is an excerpt from Mitch Gooze’s classic Marketing book, It’s Not Rocket Science: Using Marketing to Build a Sustainable Business. It is an overview of price and its place in the marketing mix. It has been reprinted with permission.