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  • What is the value of the product or service to the buyer?
  • Are there established price points  for products or services in this area?
  • Is the customer price sensitive? Will a small decrease in price gain you extra market share? Or will a small increase be indiscernible, and so gain you extra profit margin?
  • What discounts should be offered to trade customers, or to other specific segments  of your market?
  • How will your price compare with your competitors?