中欧国际商学院：定价策略.pptVIP

* * * Example of Murdoch and the New York Post and the NY Daily McD changed to ‘value meals’ when challenged on price, an example of changing the metric/bundling/basis for pricing/basis for competition * * * * * * * * * * * * * * * Manage the waterfall: ID where customers are more/less sensitive…cut the discounts with less leverage/add to the ones with more leverage * Who is paying 440 or less? Compared to your most valuable 10% of customers, what is the value of your least valuable customers? Are the lower prices given to customers who cost us less to serve or are they a function of custom