Quote:
Originally Posted by Lemurion
My problem with the whole "keep prices high to protect the value" argument is that from where I sit it appears to be based on a premise of objective value, which is not something I agree with.
For me, value is subjective. Things are worth what people are willing to pay for them, and when the price isn't congruent with the perceived value things can get ugly.
Should the BPHs want a higher price that's still inside my personal value estimation, I'll pay it. Should they want a price that's outside that range, I won't. I'll buy something else instead.
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The argument works with subjective value, as well.
The purpose of marketing and brand imaging is to affect the subjective way people assign that value.
A large, influential retailer selling at a very low price has an effect on people's subjective value perception as well.
As a business, publishers and authors would be remiss if they did not address that reality.