Behavioral issues in price setting in business-to-business marketing: A framework for analysis

Business-to-business pricing research has often focused on developing rational and normative frameworks and models for pricing issues, strategies and tactics. However, there has been less attention given to behavioral models that help us understand the realities of pricing and how managers actually set prices. Specifically, there has been less attention given to the various individual and group influences on the price setting process. We apply insights from a steadily increasing body of literature on behavioral decision making to identify some relevant behavioral issues that may affect managerial price setting processes in business-to-business contexts. We conclude with some implications for theory building and practice and an agenda for future research.     

Best Practices for New Product Pricing: Impact on Market Performance and Price Level under Different Conditions

To date, research on new product pricing has predominantly been approached as a choice between market skimming and penetration pricing. Despite calls for research that addresses other complexities in new product pricing, empirical research responding to these calls remains scarce. This paper examines three managerial price‐setting practices for new products, i.e., value‐informed, competition‐informed, and cost‐informed pricing. By engaging in these practices, managers can develop and compare quantifications in order to attain an introduction price for the product. The authors draw on consumer price perception literature, Monroe's pricing discretion model, and numerical cognition literature to develop hypotheses about the impact of price‐setting practices on new product market performance and price level. By studying the effects on market performance and price level, the paper provides insights that may help explain the growth of new products and address the problems of underpricing. The hypotheses are tested in a management survey of 144 production and service companies. The results indicate which pricing practices are superior for the achievement of either higher market performance or higher prices in specific product and market conditions. Whereas value‐informed pricing has an unambiguous positive impact on relative price level and market performance, the results also suggest that in many cases engaging in value‐informed pricing is not enough. The effects of cost‐informed and competition‐informed pricing may differ depending upon the objective (market performance or higher prices), product conditions (product advantage and relative product costs), and market condition (competitive intensity). Engaging in inappropriate pricing practices leads to a decline in new product performance. Moreover, bad pricing practices make the positive effect of product advantage on the outcome variables disappear. The latter finding suggests that companies can jeopardize their efforts and investments in the new product development process if they engage in the wrong price‐setting practices. The findings imply that managers should consider different factors in new product pricing. First, when launching a new product, they should determine their explicit pricing objective, either stressing market performance or a higher price level. To determine the most appropriate pricing practices, however, they should next assess their situation in terms of product advantage, relative product costs, and competitive intensity. Together with the pricing objective, these conditions determine the best pricing practice. On a higher level, the findings imply that companies should invest in knowledge development in order to engage in the appropriate pricing practices for each product launch.     

论综合单价的合理准确确定

工程量清单计价模式在我国当前的工程项目中得到普遍应用，综合单价作为工程量清单计价的重要组成部分，如何准确合理确定综合单价成为投标人投标报价时需要解决的关键问题。文章主要研究分析了综合单价的具体构成，阐述了综合单价中所包含的风险因素，提出了综合单价所含风险量化分析的基本思想和方法，综合考虑了投标人可能采取的不平衡报价策略对综合单价的影响。这为投标人更加准确合理的确定综合单价提供了一定参考依据，从而有助于投标人总体报价水平的提高。     

Implementing market segmentation using full-refund and no-refund customer returns policies in a dual-channel supply chain structure

Products returned by customers are common in the retail industry and result in costs to both the supplier and the retailer. In practice, retailers implement returns policies that may give customers a full, partial, or no refund for returned products. In this paper, we examine how a firm that faces customer returns can enhance profit by using different customer returns policies, full-refund and no-returns, as a device to segment its market into a dual-channel structure. We also show the impact of customer returns on the firm's pricing and ordering decisions, as well as on the firm's profit in such a dual-channel structure.     

关于输配电价几个重要问题的探讨

我国电力企业将要由传统的垂直垄断的模式转变为网厂分开、竞价上网的模式。电网公司作为一个独立的经营实体分离开来,有着独立的收益需求。在市场运营过程中,通过输配电价取得收益就成了电网公司取得收益的主要手段。在输配电价的制订过程之中,管制方式、输配电成本、输电定价方法、价格水平及电网投资、输配电价价区、电网提供的辅助服务等六个问题十分重要。文中就这六个问题的解决作了一些有价值的探讨。     

The Effects of Charm Listing Prices on House Transaction Prices

As is the case for many different goods and services, it is common practice in many real estate markets for sellers to offer properties for sale at listing prices just below some round number price ( e.g. , $99,900 instead of $100,000). The academic marketing literature refers to this practice as "charm" pricing and suggests that this strategy is an attempt by sellers to take advantage of buyers' cognitive processes in which charm prices affect buyers' perceptions about the seller or the item being offered for sale. Although numerous papers in the housing economics literature have addressed the impact of the magnitude of listing price on observed house transaction prices, no prior published study has considered the impact of the design of listing prices in housing markets. This paper presents an empirical investigation of the effects of charm pricing on house transaction prices using sample data. The results provide some evidence that houses listed at certain charm prices sell for significantly greater transaction prices than those listed at round number prices.     

Effects of New Product Pricing on the Evolution of Market Structure

Conventional wisdom suggests that market structure is a determinant of marketing strategy; however, in the case of market pioneers, no market structure exists prior to product introduction. William Redmond examines strategy influences on market structure by assessing the effects of pioneer firms' initial price strategies (penetration pricing versus skim pricing) on the development of subsequent market concentration during the growth stage of the product life cycle. The article describes the analysis of longitudinal data, leading to the detection of significant differences in the evolution of concentration resulting from the different price strategies. Markets pioneered by skim pricers tended to have lower levels of concentration during the growth stage but rose to levels comparable to penetration markets by the onset of market maturity.     

The Pricing of Seasoned Equity Offerings: Evidence from REITs

Real estate investment trusts (REITs) have been a very active sector in the capital market over the last few years. This paper examines the pricing of seasoned equity offers by equity REITs during 1991–1996. Consistent with Parsons and Raviv's model, we find that SEOs by REITs are underpriced with respect to both the closing price on the day before and the closing price on the day of the offer. Underpricing depends on the institutional ownership of the firm's common stock. Issues by firms with higher institutional ownership are more underpriced for post-1990 REITs. Further, consistent with the notion that theories of IPO pricing apply to SEOs as well, the underpricing of SEOs is a function of the issue size and of the underwriter's reputation.     

Pricing the razor: A note on two-part tariffs

The “razor-and-blades” pricing strategy involves setting a low price for a durable basic product (razors) and a high price for a complementary consumable (blades). In a timeless model, Oi (1971) showed that if consumers' demand curves differ and do not cross and unit costs are constant, a monopolist should always price blades above cost. This note studies the optimal razor price. With a uniform distribution of parallel linear demand curves it is never optimal to sell the razor below cost, while with two types of consumers and non-crossing linear demands it is optimal to do so for some parameter values.     

网络型厂商公司治理结构与市场行为机制的理论探析——基于资本结构与定价行为的视角

本文假设在不能有效地改变市场结构和维持价格管制策略的前提下,深入地分析了网络型厂商内部的结构和特征,以及执行管制价格同样会造成社会福利损失的问题。得出通过改变以资本结构为核心的公司治理机制,打通资本市场和产品市场之间的利益流,建立起网络型厂商内部和资本市场上的利益制衡机制,进而制约经理层以价格决策为核心的市场行为,达到弱化网络型厂商市场势力和垄断产品价格柔性下调的目的,运用这种微观治理的方法,将外部不可能实现的约束和制衡引入到网络型厂商内部,从而使全社会的资源和利益配置实现帕累托改进。     

Strategizing through analyzing and influencing the network horizon

How does a firm keep on being valuable in a network? One requirement is that the firm has a sufficient overview of the network and its dynamics. In other words, a firm's strategy depends on the firm's overview of the network—its network horizon. How comprehensive or limited should its network horizon be? Is it necessary to know the network beyond the direct counterparts? Such issues have not received much attention. In this article, we discuss network horizons and argue that limited network horizons are both inevitable and useful. However, such myopia requires that a firm's counterparts effectively and efficiently mediate between the firm and the rest of the network. Based on a case study, we introduce and discuss three mediating functions of counterparts: a joining, a relating, and an insulating function, and we claim that in order to support a firm's strategizing, managers need to analyze and influence counterparts' mediating functions and thereby the firm's network horizon.     

Retail Mergers and Food Prices: Evidence from France

This paper analyzes the impact of a merger in the French supermarket industry on food prices. Using consumer panel data, we compare the changes in prices for merging and rival firms in affected and comparison markets. We use a novel definition of affected markets when some firms have a local pricing strategy and others a more centralized pricing strategy. We find that prices increase significantly following the merger, and that the merging firms lose market shares. For the rivals, the price increases are larger in local markets, in which concentration increased and differentiation changed after the merger.     

MARKET POWER AND PRICE MOVEMENTS OVER THE BUSINESS CYCLE*

This paper develops and tests implications of an oligopoly‐pricing model. The model predicts that during a demand expansion, the short run competitive price is a pure strategy Nash equilibrium but in a recession, firms set prices above the competitive price. Thus, price markups over the competitive price are countercyclical. Prices set during a recession are more variable than prices set in expansions because firms employ mixed strategy pricing in recessions. The empirical analysis utilizes Hamilton's time series switching regime filter to test the predictions of the model. Fourteen out of fifteen industries have fluctuations consistent with this oligopoly‐pricing model.     

Effort rewarding incentive mechanisms for public enterprise managers

Management incentive schemes leading to welfare optimal pricing and efficient production of public enterprises have so far been mainly concerned with the information advantages that public enterprise managers hold over their supervising government or central planning agency. Managers under these schemes are induced to improve their firm's performance in adjustment processes which in the limit lead to optimal firm decisions. Such managers are supposed to be income maximizers disregarding any personal effort which could influence their performance and utility. In this paper I show that two incentive schemes recently proposed by Tam (1981) and Finsinger and Vogelsang (1982) can also help to induce managers to provide an optimal level of effort. Here effort is assumed to reduce managers' utility and the firm's costs. The result depends crucially on myopic managerial utility maximization. Once managers maximize the discounted value of future utility levels they will deviate from the optimal behavior. Under Tam's scheme, this can hold independent of the optimal effort level. Under the Finsinger-Vogelsang performance index managers will always show suboptimal effort levels in a steady state equilibrium, because the index only rewards welfare improvements.Effort, however, has to be rewarded even with no improvement in behavior. An improved performance index, which provides cumulative rewards is shown to be strategy proof and lead to a welfare optimum. This reward structure basically treats managers as if they were private entrepreneurs. It looks extremely generous in that it gives managers the fruits of all costs reductions due to increases in effort. Suggestions are made to mitigate this income distributional impact.     

An Empirical Study of the Effect of Brand Proliferation on Private Label – National Brand Pricing Behavior

This paper investigates the competitive pricing interaction between national brand and private label food products, focusing on the effect of brand proliferation. IRI scanner data from 1991 and 1992 for 135 food product categories and 59 geographic markets are used. Empirical findings are grouped into three categories: i) price, promotion and competitive effects, ii) brand proliferation and entry deterrence, and iii) local market effects. Results indicate that both private label and national brand reaction functions are positively sloped and asymmetric. Successful private label penetration, as measured by total private label share, lowers the average price of national brands. The paper's central finding is that the impact of brand proliferation on market pricing behavior is multi-dimensional. First, an increase in the number of brands increases the ability of national brand manufacturers to raise price. Second, the effectiveness of a brand proliferation strategy depends upon the distribution of market share. The more concentrated the brand structure, the lower the market price of national brands. Thus, the net effect of brand proliferation strategies is dependent upon not only the number of brands, but upon the actual distribution of brand shares. Finally, local market conditions play only a small role in the competitive interaction between private labels and national brands.     

How do political,individual and contextual factors affect school milk demand? Empirical evidence from primary schools in Germany

Despite the subsidies provided for school milk within the European School Milk Scheme, consumption has declined steadily in Germany. Thus, a federal research project was established to analyze factors that influence the demand for school milk. The results should form a basis to improve future school milk policy. To identify the factors affecting the decisions by individual pupils to order school milk and to quantify the impact of each factor, politically induced factors, individual and context factors were considered. Price effects and the associated policy issues were derived via a price experiment in selected German primary schools, while information on weekly orders for school milk was collected at the individual level. Detailed information on the eating habits, preferences and tastes, attitudes, socio-economic circumstances and characteristics of the persons involved was obtained by administering various surveys. The respondents examined in the study included pupils, the pupils’ parents, class teachers, school milk managers (primarily janitors) and school principals.To properly account for the hierarchical structure of the dataset (pupils within classes and schools along the different price steps of the experiment), a logistic multilevel analysis was applied based on 7336 pupils from 101 schools. The free-of-charge distribution of school milk had a high positive impact in the demand decision, confirming the importance of the policy setting (e.g., availability of subsidies). Although the price had an expected negative effect, its impact is limited. In addition to socio-economic factors (e.g., age, gender, immigration background and income of households), the behavior and attitudes of pupils and parents, as well as the context or environment surrounding the school milk offering (e.g., number of school milk products, whether teachers drink milk with the pupils during the break) had an impact.     

Metaheuristic-based simulation optimization approach to network revenue management with an improved self-adjusting bid price function

Making accurate accept/reject decisions on dynamically arriving customer requests for different combinations of resources is a challenging task under uncertainty of competitors' pricing strategies. Because customer demand may be affected by a competitor's pricing action, changes in customer interarrival times should also be considered in capacity control procedures. In this article, a simulation model is developed for a bid price–based capacity control problem of an airline network revenue management system by considering the uncertain nature of booking cancellations and competitors' pricing strategy. An improved bid price function is proposed by considering competitors' different pricing scenarios that occur with different probabilities and their effects on the customers' demands. The classical deterministic linear program (DLP) is reformulated to determine the initial base bid prices that are utilized as control parameters in the proposed self-adjusting bid price function. Furthermore, a simulation optimization approach is applied in order to determine the appropriate values of the coefficients in the bid price function. Different evolutionary computation techniques such as differential evolution (DE), particle swarm optimization (PSO), and seeker optimization algorithm (SOA), are utilized to determine these coefficients along with comparisons. The computational experiments show that promising results can be obtained by making use of the proposed metaheuristic-based simulation optimization approach.     

成都市金沙遗址博物馆对周边住宅价格影响分析

通过分析成都市金沙遗址博物馆周边一定区域内住宅到博物馆距离与住宅价格之间的关系,建立Hedonic模型,进一步研究影响城市住宅价格因素中旅游景区这一特征对住宅价格的影响。研究结果分为1)在影响住宅价格的因素中,显著性较强的是周边市政设施、物业费、建筑装修程度和到金沙遗址博物馆距离;2)成都市金沙遗址博物馆对城市住宅价格的影响可以用半对数模型表达式表示。进而得出结论:1)影响城市住宅价格因素中旅游景区特征对周边住宅价格的提升具有正作用;2)运用Hedonic模型可以有效地将旅游景区特征对住宅价格的影响作用进行量化;3)基于旅游景区的正向作用,国家应充分重视旅游房地产业。     

Identifying Participants in a Price-fixing Conspiracy: Output & Market Share Tests Reexamined

If there is a cartel agreement among a subset of firms in an industry, it should be predicted that all firms in that industry will increase prices. Nevertheless, industry prices alone should not indicate that a particular firm is guilty of that conspiracy. According to the output test and its market share variant – proposed by Blair and Romano – if the output or the market share of the firm that claims to be innocent in the collusive activity rises in response to the price increase, that firm's claim should be accepted as true. Using a collusive variant of the dominant firm model, this paper shows that these are not robust tests to reveal either innocence or guilt, and characterizes cases where they may pardon a guilty firm (Type I error) or indict an innocent firm (Type II error). This paper also shows that a market share test can not be used to prove a dominant firm's intent for predatory pricing.     

ASYMMETRIC MARKET SHARES,ADVERTISING AND PRICING: EQUILIBRIUM WITH AN INFORMATION GATEKEEPER*

We analyze how asymmetric market shares impact advertising and pricing decisions by firms that have loyal, non‐shopping customers and can advertise to shoppers through a ‘gatekeeper.’ In equilibrium, the firm with the smaller loyal market advertises more aggressively but prices less competitively than the firm with the larger loyal market. Our results differ significantly from earlier literature which assumes that shoppers observe all prices and finds that the firm with the smaller loyal market adopts a more competitive pricing strategy. The predictions of the model are consistent with advertising and pricing behavior observed on price comparison websites such as http://Shopper.com .