New book provides step-by-step instructions to help ordinary consumers fight back against the fly-by-night companies and the Goliaths that are nickel-and-diming us to death.
"Gotcha Capitalism is a very interesting read, but...
While Bob Sullivan’s got it right that we’ve become so used to rip offs like rental car insurance, airline fuel fees, bank fees, and the like, he’s missed the MARKETING tactic at work.
These “gotcha” or “ripped-off if you do and ripped-off if you don’t” tactics are about marketing a service in such a way as to be seen as cheaper, better, faster up-front while actually charging more, becoming slower, and allowing service to suffer on the backend.
That’s Branding, positioning, pricing strategy, creative service level agreements, loss-leaders, etc. Those are all marketing tactics, not effects of a capitalist free-market.
1 comment:
"Gotcha Capitalism is a very interesting read, but...
While Bob Sullivan’s got it right that we’ve become so used to rip offs like rental car insurance, airline fuel fees, bank fees, and the like, he’s missed the MARKETING tactic at work.
These “gotcha” or “ripped-off if you do and ripped-off if you don’t” tactics are about marketing a service in such a way as to be seen as cheaper, better, faster up-front while actually charging more, becoming slower, and allowing service to suffer on the backend.
That’s Branding, positioning, pricing strategy, creative service level agreements, loss-leaders, etc. Those are all marketing tactics, not effects of a capitalist free-market.
See what I mean.
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