Pricing Done Right: The Pricing Framework Proven Successful by the World's Most Profitable Companies (Bloomberg Financial)

by Tim J. Smith

Using one price for the entire market leads to market inefficiencies. As we demonstrated, customers who could have profitably purchased the offering are priced out of the market, and customers that would have paid more aren’t asked to. To address the market inefficiencies created by using a single price, many leading firms allow price variances.