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How not to plan - Les Binet & Sarah Carter

Uncensored CMO

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How Not to Change Your Price

LZ Granderson: You need to look at what people do rather than what they say. The problems being that when you do a price promotion, you get a big surge of volume and it looks really good. LZ: But actually, a lot of the time, that volume is not incremental. It's either bringing forward demand or diverting demand from elsewhere. So you're selling much less extra volume than you appear to be at a lower price with a lower margin. And very often, that means that you actually lose money.

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