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413 Pricing 3 - 31 Marco
413 Pricing 3 - 31 Marco
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 En tra n ts
S u b stitu te s an d Co m p le m e n ts
Conditions necessary:
Pe Pe D
D
C = FC + VC1 + VC2
N ew En tra n ts
S u b stitu te s an d Co m p le m e n ts
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 Fixing
114
Luiz Afonso dos Santos Senna - PhD
Unfair Trade Practice Acts
Seller Defenses
Market
Cost Competition
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