Using marketing and pricing to create meaningful product
differentiation separates you from competitors and allows you to command price
premiums by eliminating bad discounts. Product differentiation is possible with
win/win pricing.
Discounts should never lead to a loss of margin. Instead,
discounts should reward customers for activities that improve their
value — either by reducing your costs or improving overall demand. As a first
step, evaluate and build systems that reward customers based on desired
behaviors.
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