What’s “reasonable” for a bottle of beer? $1 in a supermarket? $3 in a bar? $7 in a stadium? Therefore, shouldn’t your prices vary likewise in different venues? Source: The Tao of Pricing.
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A “reasonable” price is dependent upon the category of the product. Therefore, wise marketers position their products in most-favorable categories. Example: A newsletter costing $495 is an expensive publication — but cheap business advice. Source: The Tao of Pricing.