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Five pricing principles marketers can use to foster greater consumer happiness
Customers are becoming increasingly savvy about pricing tactics, but there are ways for marketers to avoid resentment. However, they come with a catch.
It’s almost too easy to put the boot into BBC director-general Tim Davie’s claim earlier this month that “most households are pretty happy paying a licence [fee]”. Presumably he was working back from the fact that the vast majority, when required by law to stump up their annual £159, duly do so.
