{"id":19232,"date":"2023-05-12T17:12:00","date_gmt":"2023-05-12T15:12:00","guid":{"rendered":"https:\/\/www.thom.eu\/?p=19232"},"modified":"2025-12-21T22:33:27","modified_gmt":"2025-12-21T20:33:27","slug":"the-good-better-best-approach-to-pricing","status":"publish","type":"post","link":"https:\/\/thom.eu\/nl\/inspiratie\/pricing\/the-good-better-best-approach-to-pricing\/","title":{"rendered":"The Good-Better-Best Approach to Pricing"},"content":{"rendered":"\n<section class=\"mc mc_scheme-white\" id=\"block_97612f3326f4b0da41019fa2abbeb404\">\n  <div class=\"mc__container\">\n    <div class=\"mc__header\">\n              \n\n<h3 class=\"heading heading_as-h3\">\n  \n<\/h3>\n      \n              \n\n\n<div class=\"text text_default-500\" >\n  <p style=\"text-align: left;\">Als je mensen de keuze geeft om uit twee producten of diensten te kiezen, dan kiest de meerderheid voor de goedkoopste optie. Als je drie keuzes op een rij zet, dan kiest bijna iedereen de middelste optie. Herkenbaar?<\/p>\n<p style=\"text-align: left;\">\n<p>&nbsp;<\/p>\n<p style=\"text-align: left;\">Er is veel onderzoek gedaan naar het (irrationele) gedrag en de psychologie van consumenten. Veel bedrijven kunnen hun voordeel doen en upsell realiseren met het feit dat de meeste mensen de neiging hebben om voor de middelste optie te kiezen. Bijvoorbeeld door het toepassen van good-better-best pricing (versioning). In een\u00a0<a href=\"https:\/\/hbr.org\/2018\/09\/the-good-better-best-approach-to-pricing\" target=\"_blank\" rel=\"noopener\">Harvard Business Review artikel<\/a>\u00a0legt pricing expert Rafi Mohammed uit hoe dit pricing principe werkt en welke voordelen het biedt. Hij concludeert dat de meeste bedrijven in staat zijn om een good-better-best assortiment te implementeren om nieuwe klanten, extra inkomsten (upsell) of beide te realiseren.<\/p>\n\n<\/div>\n          <\/div>\n\n      <\/div>\n<\/section>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"872\" height=\"339\" src=\"https:\/\/www.thom.eu\/wp-content\/uploads\/2025\/05\/netflix.png\" alt=\"\" class=\"wp-image-19233\" title=\"\" srcset=\"https:\/\/thom.eu\/wp-content\/uploads\/2025\/05\/netflix.png 872w, https:\/\/thom.eu\/wp-content\/uploads\/2025\/05\/netflix-300x117.png 300w, https:\/\/thom.eu\/wp-content\/uploads\/2025\/05\/netflix-768x299.png 768w, https:\/\/thom.eu\/wp-content\/uploads\/2025\/05\/netflix-600x233.png 600w\" sizes=\"(max-width: 872px) 100vw, 872px\" \/><\/figure>\n\n\n\n<section class=\"mc mc_scheme-white\" id=\"block_7692e6921b4ca2dc6dafbd4f1f0fcfc4\">\n  <div class=\"mc__container\">\n    <div class=\"mc__header\">\n              \n\n<h3 class=\"heading heading_as-h3\">\n  \n<\/h3>\n      \n              \n\n\n<div class=\"text text_default-500\" >\n  <p style=\"text-align: left;\"><em>Bron: Netflix<\/em><\/p>\n<p style=\"text-align: left;\">\n<p>&nbsp;<\/p>\n<p style=\"text-align: left;\">Een praktijkvoorbeeld: klanten van Netflix kunnen kiezen uit drie verschillende abonnementen: basic, standaard of premium. Het verschil tussen deze drie opties zit in de kenmerken van het abonnement. Bijvoorbeeld het aantal schermen waarop je tegelijkertijd kan kijken, download mogelijkheden of beeldkwaliteit. Uiteraard geldt hierbij ook: hoe beter het abonnement, hoe duurder.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: left;\">Ben je benieuwd hoe je zelf een good-better-best assortiment (versioning) kan toepassen? Lees dan ook ons artikel\u00a0<a href=\"https:\/\/www.thom.eu\/nl\/resources\/article\/assortment-strategy-the-quest-for-more-sales-and-better-margins\/\">\u2018Assortiment strategie: de zoektocht naar meer omzet en betere marges\u2019<\/a>.<\/p>\n<p style=\"text-align: left;\">\n\n<\/div>\n          <\/div>\n\n      <\/div>\n<\/section>\n\n\n\n\n<section class=\"bce bce_type-full-width bce_scheme-blue bce_count-single\" id=\"block_116e592f7065c2073c3a58b4b56da815\">\n  <div class=\"bce__container\">\n    <div class=\"bce__inner\">\n              <div class=\"bce__header\">\n          <svg class=\"bce__header-shape\"\n            viewBox=\"0 0 40 50\"\n            fill=\"none\"\n            xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n            <path d=\"M18.4033 49.0234L40 24.9609L18.4033 0.898438L-5.73561e-07 0.898438L0 49.0234L18.4033 49.0234Z\"\n              fill=\"currentColor\" \/>\n          <\/svg>\n\n          \n\n<h3 class=\"heading heading_as-h4 bce__header-title\">\n  Neem contact op\n<\/h3>\n        <\/div>\n      \n              <ul class=\"bce__experts\">\n                      \n            <li class=\"bce__experts-item\">\n                              \n\n<figure class=\"image image_fit-cover bce__experts-item-image\"\n  style=\"--aspect-ratio: 1\">\n  <img decoding=\"async\" src=\"https:\/\/thom.eu\/wp-content\/uploads\/2024\/01\/Profielfoto-Sebastian-zw-wt-scaled.webp\" alt=\"\" title=\"\">\n<\/figure>\n              \n              <div class=\"bce__experts-item-info\">\n                <div class=\"bce__experts-item-info-details\">\n                  \n\n<p class=\"heading heading_as-h6 bce__experts-item-info-details-name\">\n  Sebastian Glosemeyer\n<\/p>\n\n                  \n\n\n<p class=\"text text_default-500 bce__experts-item-info-details-position\" >\n  Director\n<\/p>\n                <\/div>\n\n                <div class=\"bce__experts-item-info-contacts\">\n                  \n\n\n<a class=\"button button_variant-tertiary button_scheme-dark\" href=\"mailto:sebastian.glosemeyer@thom.eu\" target=\"\">\n      <span class=\"button__icon\">\n      \n<div class=\"icon \" style=\"--icon-default-size: 20px;\">\n  <svg  viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n    <g clip-path=\"url(#clip0_3427_9822)\">\n        <path d=\"M3 6.21094H21V18.9609C21 19.1598 20.921 19.3506 20.7803 19.4913C20.6397 19.6319 20.4489 19.7109 20.25 19.7109H3.75C3.55109 19.7109 3.36032 19.6319 3.21967 19.4913C3.07902 19.3506 3 19.1598 3 18.9609V6.21094Z\" stroke=\"currentColor\" stroke-width=\"1.33\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/>\n        <path d=\"M21 6.21094L12 14.4609L3 6.21094\" stroke=\"currentColor\" stroke-width=\"1.33\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/>\n    <\/g>\n<\/svg>\n\n<\/div>\n    <\/span>\n  \n      <span class=\"button__label\">sebastian.glosemeyer@thom.eu<\/span>\n  \n  <\/a>\n\n                  \n\n\n<a class=\"button button_variant-tertiary button_scheme-dark\" href=\"tel:06 47 21 99 63\" target=\"\">\n      <span class=\"button__icon\">\n      \n<div class=\"icon \" style=\"--icon-default-size: 20px;\">\n  <svg viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n    <g clip-path=\"url(#clip0_3427_10250)\">\n        <path d=\"M15.4116 14.5862C15.5154 14.5171 15.6349 14.4749 15.7591 14.4637C15.8834 14.4524 16.0085 14.4722 16.1231 14.5215L20.5444 16.5024C20.6934 16.5661 20.8177 16.6763 20.8989 16.8166C20.98 16.9569 21.0135 17.1196 20.9944 17.2806C20.8487 18.369 20.3127 19.3676 19.486 20.0905C18.6593 20.8134 17.5982 21.2114 16.5 21.2106C13.1185 21.2106 9.87548 19.8673 7.48439 17.4762C5.0933 15.0851 3.75 11.8421 3.75 8.46055C3.74916 7.36237 4.1472 6.30125 4.87009 5.47455C5.59298 4.64785 6.59152 4.11183 7.68 3.96618C7.84091 3.94706 8.00368 3.98057 8.14395 4.06169C8.28422 4.14281 8.39444 4.26718 8.45813 4.41618L10.4391 8.84118C10.4877 8.95483 10.5076 9.07875 10.4968 9.20191C10.486 9.32508 10.4449 9.44366 10.3772 9.54711L8.37375 11.9293C8.30269 12.0365 8.26066 12.1604 8.25179 12.2887C8.24291 12.4171 8.26749 12.5455 8.32313 12.6615C9.09844 14.2487 10.7391 15.8696 12.3309 16.6374C12.4475 16.6928 12.5766 16.7168 12.7053 16.7071C12.834 16.6974 12.958 16.6544 13.065 16.5821L15.4116 14.5862Z\" stroke=\"currentColor\" stroke-width=\"1.33\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/>\n    <\/g>\n<\/svg>\n\n<\/div>\n    <\/span>\n  \n      <span class=\"button__label\">06 47 21 99 63<\/span>\n  \n  <\/a>\n                <\/div>\n              <\/div>\n            <\/li>\n                  <\/ul>\n          <\/div>\n  <\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"featured_media":19236,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[64],"acf":[],"_links":{"self":[{"href":"https:\/\/thom.eu\/nl\/wp-json\/wp\/v2\/posts\/19232"}],"collection":[{"href":"https:\/\/thom.eu\/nl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thom.eu\/nl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thom.eu\/nl\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/thom.eu\/nl\/wp-json\/wp\/v2\/comments?post=19232"}],"version-history":[{"count":4,"href":"https:\/\/thom.eu\/nl\/wp-json\/wp\/v2\/posts\/19232\/revisions"}],"predecessor-version":[{"id":19242,"href":"https:\/\/thom.eu\/nl\/wp-json\/wp\/v2\/posts\/19232\/revisions\/19242"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thom.eu\/nl\/wp-json\/wp\/v2\/media\/19236"}],"wp:attachment":[{"href":"https:\/\/thom.eu\/nl\/wp-json\/wp\/v2\/media?parent=19232"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thom.eu\/nl\/wp-json\/wp\/v2\/categories?post=19232"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}