The science of knowing what to charge customers

05/14/2013 | FTI Journal

Too many companies rely on intuition or simple guesswork to set the prices of products and services, writes Alejandro Requejo. There's a better way: Use rigorous real-world testing to explore what consumers are actually willing to pay. "When the stakes are high and room for error is low, pricing research grounded in actual purchase decisions is an invaluable tool in the marketing arsenal," Requejo writes.

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