Final answer:
The correct option is d) price bundling.
The pricing strategy that works for both price-sensitive customers and those who are not is price bundling, which offers multiple products or services for a better price and provides perceived value for a broad range of customers.
Step-by-step explanation:
The pricing strategy that appeals to customers who are price sensitive as well as to those who are not is d) price bundling. Price bundling allows firms to sell two or more products or services together at a more attractive price compared to purchasing them separately. This strategy appeals to a broad customer base because it offers a perceived value deal.
While price-sensitive customers may find the bundle offer financially appealing, less price-sensitive customers might appreciate the convenience and the bundled savings on products they would have bought individually anyway. For example, cable companies may offer customers the option to buy services like cable, internet, and phone as a bundle at a special price. It's also common for software manufacturers to bundle various programs together, where customers may be interested in only a few programs but find the bundle price compelling.