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Premium refers to a segment of a company's brands, products, or services that carry tangible or imaginary surplus value in the upper mid- to high price range. [2] [3] The practice is intended to exploit the tendency for buyers to assume that expensive items enjoy an exceptional reputation or represent exceptional quality and distinction.
Predatory pricing is a commercial pricing strategy which involves the use of large scale undercutting to eliminate competition. This is where an industry dominant firm with sizable market power will deliberately reduce the prices of a product or service to loss-making levels to attract all consumers and create a monopoly. [1]
If, for example, an item has a marginal cost of $1.00 and a normal selling price is $2.00, the firm selling the item might wish to lower the price to $1.10 if demand has waned. The business would choose this approach because the incremental profit of 10 cents from the transaction is better than no sale at all.
However, marginal costs of production do not rise as rapidly as marginal costs of advertising, quality and other non-price variables. Therefore, the more common and plausible view would be that the marginal non-price variable cost is larger than the marginal price-reduction cost, if the firm was an initial monopolist. [11]
Pricing is not always seen as a strategic process. Greg Cudahy of Accenture observed in 2007 that for some businesses, "pricing is the last bastion of gut feel". [1] Where pricing is strategic, marketers develop an overall pricing strategy which is consistent with the organization's mission and values.
Diminishing marginal product ensures the rise in cost from producing an additional item (marginal cost) is always greater than the average variable (controllable) cost at that level of production. Since some costs cannot be controlled in the short run, the variable (controllable) costs will always be lower than the total costs in the short run.
Between 1995 and 2000 music companies were found to have used illegal marketing agreements such as minimum advertised pricing to artificially inflate prices of compact discs in order to end price wars by discounters such as Best Buy and Target in the early 1990s. It is estimated customers were overcharged by nearly $500 million and up to $5 per ...
Generally driving segments, there are customers who just go for the lowest price product, or value buyers who are willing to pay more to purchase products that are worth the price. Thus, value–based pricing companies are aiming for types of segmentation like value buyers. In reality, each and every product in the market is sold at different ...