Nobody wants to pay more. They don’t want to feel “ripped off”. They want to feel special, like they received a good deal. However, it is in a firm’s best interest to charge different customers d…
- Charge different customers different prices based on how much they are Willing To Pay (WTP)
- Customers see price segmentation all of the time and have come to accept it.
- You don’t need to actually justify your price segmentation, but your customers need to able to justify it in their minds.
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