Beruflich Dokumente
Kultur Dokumente
Pricing Strategy
Marketing Management
Professor Dmitri Kuksov
UT Dallas
Company
Consumers
Competition
Distribution
Total Fixed Costs (TFC): costs you pay regardless of how much
Break-Even Analysis
Total Revenue
Total Cost
Break-even quantity
Elasticity of demand
Consumers: Elasticity
Price
= % change in q
% change in p
p2
Demand Curve
p1
q2
q1
Quantity
Elasticity: Example
Based on competition:
Competitive Reaction
Reference Price
Disposable Income
Alternatives evaluation (competitor prices)
Future price expectations
Psychological issues:
Differentiation
Committing to small size
Reputation (of quick retaliation) or preset response (e.g., price
matching policy)
Price Discrimination
Price Discrimination: charging different price to
How?
More examples:
1.
2.
similar to bundling
Illegal if you have monopoly power in one of the products
4.
Bundling:
3.