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e-mail until you are “friends.”
Is a “far-right” chart a surprise for you? In other words, is it a surprise that
people are actively buying your kind of product on the Net? If so, it’s time for
you to play “catch up” or die. Or...
Is it a surprise that people do not buy your category on the Net? Hurry up and
find out why. Your entire marketing plan on the Net could be at risk.
The emphasis? I can’t help repeating this... it all makes sense when you
consider the nature of your product and customer. Act on Net Buying info... or
ignore it at your peril.
4.1.5. Bar Chart #5... Fair Price
This question actually does not disclose what would be considered the
“theoretically fair” price according to “Economics 101.” It really reveals what
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7 3
your customer thinks is fair. It basically represents a price that she would pay
rather painlessly for your product. If your product had this “fair price” tag on it,
the respondent would say to herself, “Yes, that’s fair.”
In other words, you’d most likely make the sale.
The two Price Point bar charts, Fair Price and Teeter Point™, are laid out
differently from the others. Let’s understand this through this Fair Price
example...
The y-axis still shows the percentage of the total number of respondents who
chose each answer. But the scale is different. Since there are now 100 bars
instead of 7, the percentage of respondents for each bar is far less.
The x-axis increases in “fair-dollar-value” from left to right. There are 100
price bars in all. Zero is on the far left and the “100 bar” is on the far right. In