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The Art of Pricing Power
Motley Fool Money
The Importance of Understanding the Competitive Dynamics
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It's all about finding the perfect balance. You don't want to jack it up so much that so many people leave, but not too little. Costco specifically has always really tried to do the best thing for their consumers and they want to increase it just a little bit as much as they can. I think you see it with other entertainment companies as well. It does seem like there's a decent amount of art that goes into raising prices.
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