en.m.wikipedia.org
I agree with this to a point. For instance the company Im heling/consulting with.
They are located in oklahoma where its cheap to operate, they are family owned so they dont have to pay corporate overlords, do very little marketing which also reduces their costs... etc etc etc.
Their competition are either corporate owned, have heavy investors, are located in expensive areas, and/or have heavy marketing programs.
Anyways, the products are priced lower than the comparable competition even when using the competitions mark up strategies. And unfortunately the largest battle the sales teams have are trying to educate the customer base that the product is not "alibaba" chinese relabeled imports, nor is it built to an inferior design or material quality.
Ive talked to a couple marketing folks who are friends about this and everyone said "raise your prices and people wont question the quality"
Now, granted, Ive asked the owner to raise the prices and then he could afford to pay me (I do this for fun and he is a friend of mine and all the shock programs I start are to be built with the features I want lol) and he is hesitant because the economy and doesn’t want to take advantage of the customer.
A marketing guy came on board and convinced him we need to raise prices a little to pay for marketing strategy to get the word out and educate the clients etc.
So that will happened in a month or so, but the pricing will still be below the competition…