ch10_retail_pricing_S2011

ch10_retail_pricing_S2011 - Merchandise Government Location...

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The Interactivity of Pricing Decisions Merchandise Location Promotion Credit Customer Service Store Image Government
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The Government and Retail Pricing Horizontal Price Fixing Vertical Pricing Fixing Price Discrimination Anti-Trust Legislation Sherman Act (1890) Clayton Act (1914) Robinson Patman (1936) Minimum Price Laws Unit Pricing Item Price Removal Price Advertising
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What goals might a retailer have in terms of a pricing policy?
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Pricing Objectives • Profit Orientation • Target Return • Profit Maximization • Sales Oriented Objectives • Status Quo • Provide Incentives for Repeat Business • Generate Customer Traffic • Clear Out Slow Sellers
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Pricing Policy Options Below market pricing Market pricing Above market pricing
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Below Market Strategy
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The Great Recession of 2008-2009
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“Prices Fall to Match a New Frugality” Source: Washington Post 5/12/09
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ch10_retail_pricing_S2011 - Merchandise Government Location...

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