Even in a mature and sophisticated market, which is resistant to on-the-board price increase, there are still many ways to cleverly enhance effective prices and increasing market share. Pricing, if possessed intelligence, can still be a powerful tool. The path to these capabilities prices lies in three actions management can take: changes in the structure of prices (set of benefits, Unbundle benefits, alternative levels of service and pricing, the reference for future purchases at the current account, change the period of price efficiency, replacing components of the price shift part of the price suppliers) to build more subtlety in the process of pricing (pricing selectively and not across the board, the price movement in smaller increments, a rise invisible correspond to the market price moves, use discounts strategically build a relationship with customers is desirable), and the use of patterns common in other difficult markets (price from the leader, follow the leader, look for segments that will tolerate higher prices). The latent pricing power, companies face a high price competitive market can use the knowledge and tricks to improve their income and share. "Hide
by David V. Potter Source: Business Horizons 8 pages. Publication Date: November 15, 2000. Prod. #: BH055-PDF-ENG
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