pricing with market power

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1、bri75829_ch07.qxd8/13/087:09PMPage206PricingwithMarketPowerCHAPTER7CHAPTEROUTLINEPricingObjectiveBenchmarkCase:SinglePriceperUnitProfitMaximizationEstimatingtheProfit-MaximizingPricePotentialforHigherProfitsHomogeneousConsumerDemandsBlockPricingTwo-PartTariffsPriceDiscrimination—HeterogeneousCo

2、nsumerDemandsExploitingInformationaboutIndividualDemandsUsingInformationabouttheDistributionofDemandsBundlingOtherConcernsMultiperiodConsiderationsStrategicInteractionLegalIssuesImplementingaPricingStrategySummaryntuitbeganasasmallsoftwarecompanyin1983withitsnewprogramQuicken—apersonalfinance

3、programthataddressedthecommonhouseholdproblemofIbalancingthefamily’scheckbook.By2008,Intuithadgrowntoacompanywithover$2.6billioninannualrevenueandpubliclytradedstockontheNasdaqStockMarket.Itsflagshipproductsin2008includedQuicken,QuickBooks,andTurboTax.AvisittoIntuit’scyberstorein2008wouldhave

4、revealedmanyinterestingpricingdecisions.Considerthefollowingexamples:(1)IntuitofferedfourversionsofQuickenincludingitsStarter,Deluxe,Premier,andHome&Businesseditions.ThepricesfortheseproductsrangedfromtheStarterEditionsellingat$29.99totheHome&BusinessEditionsellingat$99.99.(2)Thethreehigherp

5、ricededitionscouldreadcomputerfilesproducedbyolderversionsofQuicken,butthelow-pricedStarterEditioncouldnot.Thusexistinguserswhowantedtoupdatetheirsoftware,butuseexistingdatafiles,hadtopurchaseoneofthehigherpricedalternatives.(3)ExistingQuickenuserswereofferedbri75829_ch07.qxd8/13/087:09PMPage2

6、07Chapter7PricingwithMarketPower207$20offtheretailpriceanda$10mail-inrebate(gooduntilJuly31,2008)iftheypurchasedQuickenDeluxe2008.(4)CustomerswhopurchasedQuickenweregiventheoptiontopurchaseTurboTax(Intuit’spopulartaxpreparationsoftware)andQuickenasabundleata$20savingsfromthenormalonlineprice

7、s.(5)Onlinecustomerscouldentera“SpecialOfferCode”thatgavediscountstocustomerswiththecode.(6)Intuitofferedfreetrialsonsomeoftheirproducts,suchasQuickenBillPay.(7)Packagesof250standardcheckswerepricedat26centspercheck,whilepackagesof2,000checkswerepr