15 Price-discrimination pricing strategy A price-discrimination strategy is where a company sells the same products at different prices in different markets.
This is possible if:
§ the seller can determine the selling price
§ customers can be segregated into different markets
§ customers cannot buy at the lower price in one market and sell at the higher price in the other market.
Segmentation will usually be on the basis of one or more the following:
§ time
§ age
§ gender
§ type of service
§ geographical location
§ quantity
§ type of customer.
Illustration 16 – Price discrimination pricing strategy
Examples of price discrimination include:
§ lower admission prices for children at certain sporting and entertainment events
§ discounts for Senior Citizens in some pubs and restaurants
§ concessionary rail fares for students考试用书
§ lower admission prices for females at some nightclubs.
Test your understanding 15
1 identify four means of segmenting customers in relation to a price discrimination strategy.
2 Which services or products lend themselves to a price-discrimination strategy?
发表于 2012-2-23 17:09:42
