Don’t rely on supply and demand
65 gives rise to 45%, and 10 gives rise to 25% Studying unknown quantities, researchers Tversky and Kahneman ...
Value is relative and audience specific
65 gives rise to 45%, and 10 gives rise to 25% Studying unknown quantities, researchers Tversky and Kahneman ...
Value trumps cost plus every time
7% the average premium women pay A recent study by the New York department of consumer affairs ...
Myth twenty – qantas is playing politics
77% of consumers would be prepared to pay extra This is a very new myth. It is ...
Myth nineteen – more customers are everything
300% more spent by repeat customers The obsession with advertising is directly related to the obsession with attracting ...
Myth eighteen – quality will ensure success
$3.3 billion-dollar loss on touch-pad Many people in business hold the view that a quality product is the ...
Myth seventeen – the lowest price wins
$2.50 beer outsells $1.80 beer One of a number of renowned studies by pricing guru, William Pound, found ...
Myth sixteen – we cannot afford market research
89% of businesses compete on customer experience If I had a dollar for every time a businessperson has ...
Myth fifteen – changing the advertisement will increase enquiries
7 times viewed before registration There are two solutions most commonly suggested by advertising agencies when there ...
Myth fourteen – education changes behaviour
31% of road trauma is caused by speeding There are few subjects that receive more publicity than the ...
Myth thirteen – I cannot afford to do research
25% of businesses trade for 15 years Research suggests that just 25% of businesses are in business 15 ...
Myth twelve – the more the merrier
6 options outsell 24 and 30 We could all be forgiven for thinking that Chinese restaurant owners believe ...