Escolar Documentos
Profissional Documentos
Cultura Documentos
lsenna@producao.ufrgs.br
Mercado e demanda
Custos definem o limite inferior e a demanda
define o limite de preço.
As relações preço-demanda são fuindamentais
par aos teomadres de decisão em transportes
Competição Monopolística
Compradores e vendedores trocam sobre uma gama
de preços
Ênfase em diferenças por meio de diferenciação
através de marketing mix
Competição Oligopolística
Poucos vendedores altamente sensíveis aos preços
de cada um e de estratégias de marketing
N e w E n tr a n ts
S u p p lie r P o w e r I n t e r n a l R iv a lr y B uye r P o w er
S u b s t it u t e s a n d C o m p le m e n t s
Conditions necessary:
Pe Pe D
D
C = FC + VC1 + VC2
N e w E n tra n ts
S u p p lie r P o w e r I n t e r n a l R iv a lr y B u ye r P o w er
S u b s t it u t e s a n d C o m p le m e n t s
10
6
D
Price ($)
0
0 10 20 30 40 50 60 70 80 90 100
Quantity
An increase in demand for steak if the annual income increases from $40 to
$60 thousand, since steak is a normal good.
This is shown by a shift out of the demand curve from D1 to D3
6
D
Price ($)
0
0 10 20 30 40 50 60 70 80 90 100
Quantity
D2
D3
4 D1
Price ($/lb)
D4
1
0
0 100 200 300 400 500 600 700 800 900 1000 1100 1200 1300 1400 1500 1600 1700 1800 1900 2000
Luiz Afonso dos Santos Senna - PhD Quantity (lbs of Steak/Day)
Algebraic Representation
The preceding figure that follows is given by
QD = 100 - 10P
Linear relationship we can graph by choosing two
points.
Easiest points:
Q = 0 0 = 100 - 10P or P = 10, Q = 0
P = 0 implying Q = 100 - 10(0) = 100 and therefore P
= 0, Q = 100
Slope, dQ/dP = -10
Number of Firms
Price of Product
Cost of inputs
Wages
Capital
Materials
Price of other goods
Expectations of Future Prices
Technology
16
14
S
12
10
8
$
0
0 10 20 30 40 50 60 70 80
Luiz Afonso dos Santos Senna - PhD Q
The Law of Supply
Geographic Considerations
FOB (free on board) plant or FOB origin:
origin
Price quotation that does not include shipping
charges. Buyer pays all freight charges to
transport the product from the manufacturer
Freight absorption:
absorption system for handling
transportation costs under which the buyer may
deduct shipping expenses from the costs of
goods
Types
of Products
Stages
of Products
Price-Based
Optimization
Skimming
Penetration
Discount Pricing
Bundling
Dynamic Pricing
Price
Price Fixing
Fixing
Issues
Issues Price
Price Discrimination
Discrimination
That
That Limit
Limit
Pricing
Pricing
Decisions
Decisions Predatory
Predatory Pricing
Pricing
114
Luiz Afonso dos Santos Senna - PhD
Unfair Trade Practice Acts
Seller
Seller Defenses
Defenses
Market
Market
Cost
Cost Competition
Competition
Conditions
Conditions
118
Luiz Afonso dos Santos Senna - PhD
Predatory Pricing
120
Luiz Afonso dos Santos Senna - PhD
Some other pricing strategies
These all involve the use of some numerical
understanding….
AC = Total Cost/Output
137
Luiz Afonso dos Santos Senna - PhD
Device Pricing vs. Whole Product Pricing
142
Luiz Afonso dos Santos Senna - PhD
Select the Final Price