An aspect of product pricing includes classifying customers into groups based on shared, predefined characteristics and financial transactions, and identifying services rendered and available but not rendered. For each customer, a risk associated with a service is estimated; availability and prices of the service by third parties are determined; a price for the service set by the entity is compared with the prices set by the third parties; and a demand for the service of the entity is estimated as a function of the availability and prices of the service by the third parties. For each customer, a probability that the customer will purchase the service is estimated based on the demand, and a price for the service that is customized for the customer is calculated, as a function of the risk, the demand, and the probability of purchase, and in view of a target profit and/or target revenue.
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