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Lecture Managerial economics (Ninth edition): Chapter 14 – Thomas, Maurice

Chapter 14 - Advanced pricing techniques. In this chapter we have looked at a lot of special situations for which pricing decisions are more complicated than for the simple firm that we studied in the first four parts of this text. We showed you why uniform pricing does not maximize the total revenue a pricesetting firm can collect from consumers. | Chapter 14 Advanced Pricing Techniques Advanced Pricing Techniques Price discrimination Multiple products Cost-plus pricing 14- Capturing Consumer Surplus Uniform pricing Charging the same price for every unit of the product Price discrimination More profitable alternative to uniform pricing Market conditions must allow this practice to be profitably executed Technique of charging different prices for the same product Used to capture consumer surplus (turning consumer surplus into profit) 14- The Trouble with Uniform Pricing (Figure 14.1) 14- Price Discrimination Exists when the price-to-marginal cost ratio differs between two products: 14- Price Discrimination Three conditions necessary to practice price discrimination profitably: Firm must possess some degree of market power A cost-effective means of preventing resale between lower- and higher-price buyers (consumer arbitrage) must be implemented Price elasticities must differ between individual buyers or groups of . | Chapter 14 Advanced Pricing Techniques Advanced Pricing Techniques Price discrimination Multiple products Cost-plus pricing 14- Capturing Consumer Surplus Uniform pricing Charging the same price for every unit of the product Price discrimination More profitable alternative to uniform pricing Market conditions must allow this practice to be profitably executed Technique of charging different prices for the same product Used to capture consumer surplus (turning consumer surplus into profit) 14- The Trouble with Uniform Pricing (Figure 14.1) 14- Price Discrimination Exists when the price-to-marginal cost ratio differs between two products: 14- Price Discrimination Three conditions necessary to practice price discrimination profitably: Firm must possess some degree of market power A cost-effective means of preventing resale between lower- and higher-price buyers (consumer arbitrage) must be implemented Price elasticities must differ between individual buyers or groups of buyers 14- First-Degree (Perfect) Price Discrimination Every unit is sold for the maximum price each consumer is willing to pay Allows the firm to capture entire consumer surplus Difficulties Requires precise knowledge about every buyer’s demand for the good Seller must negotiate a different price for every unit sold to every buyer 14- First-Degree (Perfect) Price Discrimination (Figure 14.2) 14- Second-Degree Price Discrimination Lower prices are offered for larger quantities and buyers can self-select the price by choosing how much to buy When the same consumer buys more than one unit of a good or service at a time, the marginal value placed on additional units declines as more units are consumed 14- Second-Degree Price Discrimination Two-part pricing Charges buyers a fixed access charge (A) to purchase as many units as they wish for a constant fee (f) per unit Total expenditure (TE) for q units is: 14- Second-Degree Price Discrimination When consumers have .