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    Price Discrimination -

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    Find 2 companies in the geographical location you live in and find out if they "price discriminate." Why do these 2 companies "price discriminate?" In what ways do they "price discriminate?" Have these companies faced any negative feedback or press in terms of their pricing behavior? How is Chapter 10's treatment of price discrimination similar to any pricing strategies marketing people discuss? How is it different?

    Chapter 10 covered:
    Consumer surplus
    1st degree price discrimination
    Group pricing
    Maringal benefit
    Markup pricing
    Network externalities
    Personalized pricing
    Price discrimination
    Promotional pricing
    2nd degree price discrimination
    3rd degree price discrimination
    Total benefit
    Two-part pricing

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    Solution Preview

    The geographical location where two companies are located is Cincinnati. The two companies are Procter & Gamble, and Kroger. Both these companies price discriminate on a wide range of products. These companies price discriminate because they want to charge different prices from different market segments. Consider the example of Procter & Gamble; it makes detergent under the brands Ace, Ariel, Bold, Dash, Gain, and Tide. Each brand of laundry detergent is priced differently. Each brand is targeted at a different market segment. Similarly, consider the example of Kroger. It uses different sales and discounts in different locations. It adjusts prices through discounts so that it can charge different prices for the same product at different store locations. It also gives coupons from its website for the cost conscious customer. The coupons can be redeemed at Kroger stores. The purpose is to target different segments of customers.
    None of these companies have faced negative feedback or press in terms of their pricing behavior. Procter & Gamble does not face negative press because it differentiates its detergents. Ace looks ...

    Solution Summary

    The answer to this problem explains Price Discrimination. The references related to the answer are also included.