Customers, consumers or clients?

Imagine a professor tells you you are her customer. How would you feel? If you understand the meaning of customer, you should be – a bit – annoyed. Let me explain you why, going through different marketing related terms:

Pricing strategies (III): compromise effect

In some recent posts we discovered how decoy options work, and how they can be used in multiple situations to modify the perceived attractiveness of a certain option. In the examples I introduced, I carefully chose product categories where the risk of failure when deciding was low. We can assume that this risk is associated…

Pricing strategies (II): Phantom decoys

In my last post we discovered how decoy options work and how they can be used to influence our decisions towards a particular choice. Introducing a dominated option in the choice set was a simple and effective solution to enhance the perceived attractiveness of the target option. In this post we are going to keep…

Pricing strategies: Decoy effect

Try not to think too much and give a quick answer: Let’s suppose one of your friends is looking for an external hard-drive. She has checked the different options available for a specific well-known brand and needs your advice on the best choice. The options are listed below: A – 500 GB / 100 €…

Logistics can really make a difference.

Every day the world is becoming more and more competitive. It really does not mind if your enterprise is settled in UK or India, globalization has arrived and it is changing the way we do business. The competitiveness level has increased so much that every step in the supply chain is important. Here is where…