Price is a “language” to customers

Looks at the language of price, which is the conclusion that customers reach after learning of a company’s price structure and billing policies. Stresses product managers and marketers know that price messages need to address a number of audiences. States that lack of attention to price structure means that it may be difficult to construct the right message to send to decision makers. Concludes pricing and billing should reinforce company messages, sent in sales presentations and advertisements.