Price is a powerful perception tool. Why do so many marketers ignore it?

© Teguh Jati Prasetyo

As the air cargo industry battles to find new models in its way of doing business in the face of passenger declines, pricing will be a critical choice. This is a short but interesting look at the power of pricing.

“Price is an extremely powerful tool for setting customer expectation,” notes the author. “Any short-term measure to cut price will impact perception of quality.”

Christian Gessner, head of sales at IBS commented on the article: “We have seen air cargo rates peek ...