Myopic Pricing as a Strategic Choice in the Marketing Channel
- Topics:
- Pricing Strategy
- Tags:
- Brand,
- Retail Company,
- Retail,
- Pricing Strategy,
- McGill University,
- Marketing,
- Manufacturing,
- Manufacturer,
- Branding,
- Retail Price
- Source:
- McGill University
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Overview: The paper is about the issue of myopic pricing in a distribution channel composed of a unique retailer and two competing manufacturers. The manufacturers supply to the unique retailer two different brands belonging to the same product category. Both manufacturers and the retailer decide the transfer and the retail prices for the brands respectively. Consumers in the market have information about the retail prices they observe during their shopping experiences. This information contributes to the formation of an internal reference price, which could be the maximum and/or the minimum price that they accept to pay for the brand or the product category.
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Format: PDF | Size: 73KB | Date: Dec 2005 | Pages: 3
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