It also accounts for varying value perceptions and price sensitivities among buyers. For both buyers and sellers, it changes an adversarial zero-sum conflict centered on price into a friendly win-win exchange centered on value and trust. For sellers it removes the challenging and sometimes costly task of setting the “right” price (which may vary for different market segments). These models can eliminate fear of whether a product is worth a given set price and the related risk of disappointment (“ buyer's remorse”). PWYW models can be sometimes successful as they eliminate many disadvantages of conventional pricing.
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