• B customers are price sensitive + use the product category more than
do C customers.
• C customers: large group + may be price shoppers or infrequent users
of the product category, not accounting for much of the seller’s revenue.
• The seller’s goal is to keep A customers brand loyal and to move all
groups up to a higher level of value.
Pricing strategies can help.
Giving high-value customers the first shot at discounts will reinforce their
loyalty.
• B and C customers: might enjoy e-mail blasts with fixed prices so they
can be informed of the firm’s price +The seller can use this technique
to build a database for moving customers up in value.
do C customers.
• C customers: large group + may be price shoppers or infrequent users
of the product category, not accounting for much of the seller’s revenue.
• The seller’s goal is to keep A customers brand loyal and to move all
groups up to a higher level of value.
Pricing strategies can help.
Giving high-value customers the first shot at discounts will reinforce their
loyalty.
• B and C customers: might enjoy e-mail blasts with fixed prices so they
can be informed of the firm’s price +The seller can use this technique
to build a database for moving customers up in value.
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