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Pricing with market power. Pricing with market power learning objectives. Students should be able to Explain the role of elasticity in optimal pricing Identify circumstances appropriate for price discrimination Apply slected pricing techniques consistent with maximum profit.
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Pricing with market power Managerial Economics and Organizational Architecture, Chapter 7
Pricing with market power learning objectives Students should be able to • Explain the role of elasticity in optimal pricing • Identify circumstances appropriate for price discrimination • Apply slected pricing techniques consistent with maximum profit Managerial Economics and Organizational Architecture, Chapter 7
Pricing objective A firm has market power if… ...it faces a downsloping demand curve. The firm’s pricing objective is… …to maximize shareholder value. The demand curve reflects… …consumer willingness and ability to buy. Managerial Economics and Organizational Architecture, Chapter 7
Pricing with market power Managerial Economics and Organizational Architecture, Chapter 7
The benchmark case:single price per unit Beyond.com data: • Purchases software from manufacturer for $10 • Demand curve is P = 85-.5Q (Q in 000s of units) What is the profit-maximizing price? • Set MR = MC • 85-Q=10 • Q=75, p=$47.50 • Profit is $2,812.50 (000s) Managerial Economics and Organizational Architecture, Chapter 7
Single price per unitCheckware Managerial Economics and Organizational Architecture, Chapter 7
Other single pricing issues • Relevant costs • sunk costs are irrelevant • current opportunity costs are relevant • Price sensitivity • price elasticity, , is a measure of price sensitivity • Optimal price is P*=MC*/[1-1/ *] • A firm with market power should never operate on the inelastic portion of the demand curve Managerial Economics and Organizational Architecture, Chapter 7
Price sensitivity and optimal markup Managerial Economics and Organizational Architecture, Chapter 7
Estimating profit-maximizing price • In theory, MC=MR, but in practice, manager may not know demand curve and therefore MR. • Cost-plus or mark-up pricing may be useful approximations. • But they must reflect fundamentals! Managerial Economics and Organizational Architecture, Chapter 7
Linear approximation Requirements: estimates of current price (P1), quantity sold (Q1), possible new price (P2), quantity sold with price change (Q2), and marginal cost A linear demand curve is approximated by P1=a-(P2-P1/Q2-Q1)Q1; solve for a More generally, P=a-bQ Managerial Economics and Organizational Architecture, Chapter 7
Cost-plus pricing • Add a markup to average total cost to yield target return • Does this ignore incremental costs and price sensitivity? • not if managers have a fundamental understanding of their markets • consistently bad pricing policies are not good for the firm’s long term fiscal health Managerial Economics and Organizational Architecture, Chapter 7
Mark-up pricing • Optimal mark-up rule of thumb: P*=MC*/(1-1/*) where * indicates estimated value • Requires some knowledge or awareness of both marginal costs and elasticity Managerial Economics and Organizational Architecture, Chapter 7
Potential for higher profits Managerial Economics and Organizational Architecture, Chapter 7
Homogenous consumer demand • Block pricing • declining price on subsequent blocks of product • product packaging • Two-part tariffs • up-front fee for the right to purchase • additional fee per unit purchased • best when customers have relatively homogenous demand for product Managerial Economics and Organizational Architecture, Chapter 7
Two-part tariffcapturing consumer surplus Managerial Economics and Organizational Architecture, Chapter 7
Price discriminationheterogeneous consumer demands • Price discrimination occurs when firm charges different prices to different groups of customers • not related to cost differences • Necessary conditions • different price elasticities of demand • no transfers across submarkets Managerial Economics and Organizational Architecture, Chapter 7
Using information about individuals • Personalized pricing • “first degree” price discrimination • possible only with small number of buyers • Group pricing • “third degree” price discrimination • very common (utilities, theaters, airlines…) Managerial Economics and Organizational Architecture, Chapter 7
Group pricingexample Snowfish Ski Resort demand curves Out of town: Qo=500-10P Local: Ql=500-20P Total: Q=1000-30P One-price profit: P*=$21.66, Q*=350, Qo*=283, Ql*=67, Profit=$4,081 Two-price profit: Po*=$30, Qo*=200, Pl*=17.50, Ql*=150, Profit=$5,125 Managerial Economics and Organizational Architecture, Chapter 7
Optimal pricing at Snowfishdifferent demand elasticities Managerial Economics and Organizational Architecture, Chapter 7
Using information about the distribution of demands • Menu pricing • “second degree” price discrimination • consumers select preferred package • Coupons and rebates • users likely more price sensitive • users who are new customers may stick with product Managerial Economics and Organizational Architecture, Chapter 7
Bundling and other concerns • Bundling may yield a higher price than if each component is sold separately • theater season tickets • restaurant fixed price meals • Multiperiod pricing • low initial price can “lock-in” customers • Strategic considerations • low price may be barrier to entry Managerial Economics and Organizational Architecture, Chapter 7
