The people that chase the "it's cheaper!" price are always going to chase the "it's cheaper!" price regardless. They're fickle, treat your airline like a urinal and have zero loyalty to your product. You will always be battling the new entrants with the introductory fares, think SWA in ATL then Frontier and Spirit show up to the party.
The high value customer, however, you've got to bring your "A Game" to retain. Everyone is after your best customers, every day.
A good percentage of your high value customers (or their travel departments or secretaries) never go to the "price grid" on Orbitz and book directly from their chosen airline's web page and don't really have the opportunity see the "Fly a beat up Tu-154 with the Chechen ACMI crew to Fresno for cheaper!"
Bossman says look sharp, tie your shoes and we'll throw money at you, do it.
(No offense to the Chechens and I'd like a chance to ride on a Tu-154 "Seven Twoski")