I'm surprised to hear Mark defend dynamic pricing so vigorously. As a man who is constantly reminding everyone of the importance of market orientation, I was expecting him to place more importance on the fact that customers absolutely hate it!
I think his point around the way its communicated was spot on though. With Ryanair for example, consumers know that the longer you leave booking the more you are likely to pay so they get away with it. A total contrast to the Oasis 'surprise' that they sprang on every one.
I'm surprised to hear Mark defend dynamic pricing so vigorously. As a man who is constantly reminding everyone of the importance of market orientation, I was expecting him to place more importance on the fact that customers absolutely hate it!
I think his point around the way its communicated was spot on though. With Ryanair for example, consumers know that the longer you leave booking the more you are likely to pay so they get away with it. A total contrast to the Oasis 'surprise' that they sprang on every one.