Dansu Dansu

Bal 10, 2009

Filas: “iTunes” praktikuoja rūbų parduotuvės filosofiją?

Įdomus postas Jonathano S. Baskino bloge apie naująją “iTunes” kainodarą (jeigu kas nežinote, dabar dainas galima pirkti už $.69, $.99, ir $1.29 priklausomai nuo jų šviežumo). Kodėl naujoji kainodara yra negerai?

Clothing retailers: Stores like the Gap insist on offering new merchandise at high prices that most shoppers know a) won’t hold for long, and b) are a rip-off. Smart shoppers have the timing down, and shop in spite of the nonsense
Car dealers: No consumer goes to a dealership thinking that they’ll get offered a fair price. Once quoted, the prices don’t make sense (nobody has ever adequately explained adestination charge, for instance) [...]

So what are the implications of such variable pricing? Also too easy:

Resentment: Nobody likes getting charged more because they need something
Lower perceived value: Shouldn’t prices be attached to some innate value, instead of getting set by a capricious (or rapacious) marketer?
Distrust: Once the connection between cost and value is broken, it’s hard to establish new or different price points