### 날짜 : 2023-11-30 15:49 ### 주제 : 가격 전략 #마케팅 #공부 #pricing ---- ### **6.4 Pricing Strategies in Different Markets** > Pricing strategies can vary significantly depending on the type of market a business operates in. Here, we'll explore different pricing strategies in various market contexts: #### **1. Monopoly Pricing** - **Definition:** In a monopoly, where a single company dominates the market with no close substitutes, the monopolist has significant pricing power. They can set prices based on maximizing profit. - **Strategy:** Monopolists often use price discrimination, where they charge different prices to different customer segments. This can include first-degree (individualized pricing), second-degree (quantity-based pricing), or third-degree (segmented pricing) discrimination. - **Example:** Utility companies often operate as monopolies and charge different rates based on usage, offering discounts for higher consumption. #### **2. Oligopoly Pricing** - **Definition:** In an oligopoly, a small number of firms dominate the market. These firms closely monitor and react to each other's pricing decisions. - **Strategy:** Pricing in oligopolistic markets is influenced by factors like collusion (agreements to fix prices) or price leadership (one firm sets prices, and others follow). Oligopolists may engage in non-price competition, such as product differentiation or marketing. - **Example:** The airline industry is an oligopoly where major carriers often match each other's fares to maintain price stability. #### **3. Perfect Competition Pricing** - **Definition:** In perfect competition, many small firms offer identical products, and no single firm has market power. Prices are determined by supply and demand. - **Strategy:** Businesses in perfect competition are price takers. They accept the market price as given and focus on factors like cost efficiency and production quality to remain competitive. - **Example:** Agricultural markets often exhibit perfect competition, with many farmers selling identical commodities like wheat or corn. #### **4. Monopolistic Competition Pricing** - **Definition:** In monopolistic competition, numerous firms offer differentiated products that are close substitutes. Each firm has some pricing flexibility due to product differentiation. - **Strategy:** Firms engage in non-price competition, emphasizing product quality, branding, and marketing to differentiate themselves. Pricing strategies may involve setting prices slightly higher than production costs. - **Example:** The market for fast-food restaurants is an example of monopolistic competition, with each chain offering slightly different menus and marketing. #### **5. Penetration Pricing in Emerging Markets** - **Definition:** In emerging markets, where consumer incomes may be lower, businesses often use penetration pricing. They set initially low prices to gain market share and gradually increase prices as the market matures. - **Strategy:** The goal is to attract price-sensitive consumers and build brand loyalty for the long term. - **Example:** Smartphone manufacturers often employ penetration pricing when entering emerging markets. #### **6. Skimming Pricing in Premium Markets** - **Definition:** In premium or luxury markets, skimming pricing is common. Businesses start with high initial prices and then gradually lower them as demand wanes. - **Strategy:** This strategy targets early adopters and those willing to pay a premium for exclusivity and quality. - **Example:** High-end fashion brands often use skimming pricing for new collections. #### **7. Value-Based Pricing** - **Definition:** Value-based pricing is suitable in markets where consumers highly value specific product features or benefits. Prices are set based on the perceived value to the customer. - **Strategy:** Businesses emphasize the unique value their product or service offers and justify higher prices accordingly. - **Example:** High-end audio equipment manufacturers use value-based pricing to target audiophile consumers. #### **8. Dynamic Pricing in E-commerce** - **Definition:** E-commerce markets often employ dynamic pricing, where prices change in real-time based on factors like demand, competition, and customer behavior. - **Strategy:** Businesses use algorithms and data analysis to adjust prices to optimize revenue. - **Example:** Online retailers and travel booking platforms frequently implement dynamic pricing strategies. #### **9. Loss Leader Pricing** - **Definition:** In this strategy, a business sets the price of a product below its cost to attract customers. The goal is to generate additional sales of profitable products. - **Strategy:** Loss leader pricing aims to increase foot traffic or online visits, with the expectation that customers will purchase other, higher-margin items as well. - **Example:** Supermarkets often use loss leader pricing for items like milk or bread to draw customers into the store. #### **10. Freemium Pricing in Software and Services** - **Definition:** In the software and service industries, freemium pricing offers a basic version of a product or service for free and charges for premium features or advanced versions. - **Strategy:** This strategy allows businesses to attract a large user base and convert some users into paying customers. - **Example:** Many mobile apps, such as Dropbox and Spotify, offer freemium pricing models. Pricing strategies must align with the market structure, customer preferences, and competitive landscape. Effective pricing strategies consider both short-term profitability and long-term market positioning. Businesses may also adapt their pricing strategies as market conditions change. ### 출처(참고문헌) - ### 연결문서 -