THE
VOL. I, NO. 3 NEWSLETTER
PRICING AND SATISFYING CUSTOMERS —
WELCOME TO THE 1990’S
Back in the 1980’s, pricing was not a major issue for most manufacturers or service
providers and their customers. More often than not, annual (or more frequent) price
increases were the norm, as companies often achieved their financial targets through
aggressive pricing activity. Prices were passed on down the trade channel and, while there
was occasional griping, the end-users ability to pay was rarely in question.
So much for ‘the good old days’ - they are now long gone!
Instead, the 1990’s have taught every business that pricing cannot be taken for granted.
There is a global transformation, seen in industrial, business and consumer markets, towards
buyers wanting - and demanding - better value. This trend of more discerning customers
means that all elements of the buyer/seller interface (including price as