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Case of the Pricing Predicament

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Case Study 1

Case of the Pricing Predicament Customer loyalty has become critical for businesses in today's economy when margins are under pressure and customer acquisition costs are rising. Loyal customers help build a profitable business because they are more likely to stay with a company that treats them well and more likely to recommend it to others, becoming a highly credible volunteer sales force. They are more likely to buy additional services, further boosting their lifetime value. Repeat customers also cost less to serve due to shorter interaction times and lower outstanding receivables. Business analysts know that it costs a company much more money to get a new customer than to keep doing business with their existing ones. Thus, to be as profitable as possible companies are urged to have loyal customers that keep coming back again and again. Unfortunately, this is easier said than done, and focusing all of your efforts on keeping existing customers is a sure way to ruin your company as truth be told people don't live forever and companies have to look to the next generation of buyers eventually. Standard Machine needs to determine how valuable Occidental Aerospace is to their business. Would it be more costly to lose their business, or would they lose more money in the long run by trying to maintain a customer relationship? If it's determined that it is beneficial to keep Occidental, Standard should conduct further market research to determine if their price is competitive and of fair market value. The sales market is ever changing and its crucial to maintain competitive prices in order to remain in business. It is imperative to maintain an open dialogue with Occidental. Do they feel Standard's product is the same or better when compared to the competition. What differentiates Standard's product versus its competitors? Does Standard's

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