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In mature markets, heavy competition has a commoditizing effect, and customers become increasingly fixated on price. When marketers refer to "commoditization," they typically mean diminishing differences among offerings. But it's also a psycholocgical state: Consumers fall into a mind-set that makes them less receptive to innovation or marketing campaigns. Paradoxically, one of the most imprtant levers managers can use to revive consumer interest is price. The authors dexcribe four pricing movest that can call attention to how an offering is different - and why it deserves to fetch a premium.