ConceptFRAMEWORK

Price architecture

versioning

Price architecture is the deliberate design of multiple price points around one offer: versions, sizes, bundles and entry tiers that jointly cover the market. It solves a fundamental problem: a single price is always too high for one customer and too low for another. Good-better-best versions let each group pay closer to its own value ceiling, with the middle offer steering choice as an anchor. Good architecture keeps the entry accessible without undermining the premium tier, which makes it fundamentally different from discounting: the price structure itself does the work, not the markdown.

Covered in

A4-05 Price Architecture and Versioning: One Product, Many PricesCore lecturestill locked

A4-01 The Sharpest Lever — and What We Actually Know About Itstill locked

A4-02 The Behavioural Economics of Price: Reference Prices, Anchors and the Pain of Payingstill locked

A4-03 Value-Based Pricing as a Method — Quantifying the Ceilingstill locked

A4-09 Subscription and Dynamic Pricing: What the Market Bears and What Customers Deem Fairstill locked

A4-10 The Pricing Audit — Capstonestill locked

A1-05 Physical Availability — Presence, Prominence, Portfoliostill locked

A1-11 The Ehrenberg-Bass Playbook, Appliedstill locked

A6-01 Why International Marketing Knowledge Is Different — The Meta-Openingstill locked

A9-03 Personalisation at Scale — and Its Evidence Problemstill locked

A9-07 The AI-Ready Marketing Organisationstill locked