With the world economy the way it is, buyers are continually placing downward pressures on price, looking for the lowest possible price but wanting the highest levels of value and service.
This is nothing new you say. However with such relentless pressure being placed to reduce price in order to ‘seal the deal’ the value that comes with the product or service gets eroded away.
I am reminded once again by Seth Godin that you sell (or get) more for more and less for less. That’s it. That’s the rule. That’s reality.
Have a read here: http://sethgodin.typepad.com/seths_blog/2013/06/less-for-less.html
Oh, and by the way not all marketers are liars (even Seth had to admin that one)!