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Problem: Selecting and designing the right price structure to capture your market profitably and aligning communication to pricing strategy
Solution: Make informed decisions between unit, good-better-best versioned, or bundled pricing, and use behavioral economics to drive acceptance

1. Identify the market characteristics that support unit, versioned, and bundled pricing
2. Derive the economic models that inform optimal price structure selection
3. Construct analytical approach to identifying optimal prices in bundled pricing
4. Apply consumer behavior and behavioral economic to improve customer adoption of your prices and price structure
5. Review a case study of AT&T in successfully identifying and driving a significant change in price structures