We've revisited some of the research we undertook when we started The Marketing Menu Podcast and one of our most popular subjects was Pricing and how to deal with cheaper rivals. Although many of our past subject areas have looked at positioning or storytelling, which undoubtedly relate to this, we thought we would revisit one of our earlier podcasts when we looked at the do’s and don’ts of pricing, which is also relevant.

In this podcast, we:

* recap on some basic pricing principles

* discuss techniques smaller businesses can use to build a pricing structure

* offer alternatives to cutting prices