In this article, the authors examine three types of sympathetic pricing - painkiller pricing, compassionate pricing and purposeful pricing – and demonstrate how companies have used these pricing tactics to increase both brand trust and brand loyalty. By applying sympathetic pricing, you can turn a negative experience for a customer into a positive one, thereby giving the customer a positive contact moment with your company, as the authors explain.
Bait-and-surcharge pricing, marketing an attractive price to gain consumer interest and adding mandatory fees at the time of purchase, is becoming the norm in many industries. In this article, the author explores this tactic and why it is unethical, but also why it is difficult for companies to abandon due to the effects it has on market competition and customer perception.
In this article, the author examines new product pricing during the multiple stages of product development and market evolution. He uses the global mobile device market as a case study to demonstrate the application of different pricing strategies by various players in this highly competitive space.