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Capitolo 3: Capturing Customer Value: Price to Exchange Back To Chapter

3.15: Public Policy and Pricing

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Public Policy and Pricing

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3.14: Price Changes

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Government-imposed public policies aim to prevent illegal pricing practices. The policies differ based on a country's economic conditions and market dynamics.

These policies address issues at two levels: within and across distribution channels.

Within channel levels, key issues include price-fixing and predatory pricing.

Price-fixing involves cooperating with competitors to set standard prices and manipulating market supply and demand.

And, Predatory pricing entails selling products or services below cost to eliminate competition.

Across channel levels, the issues include Price discrimination, which involves charging different prices to customers at a specific trade level without justifying the differences in cost or quality.

Next is retail price maintenance, where firms coerce dealers to sell their products at a specific price.

Last is deceptive pricing, which involves misleading customers by offering discounts on inflated "original" prices to enhance sale attractiveness. Or it can be advertising one price but charging another.

By addressing these issues, public policies ensure fair competition, consumer protection, and business accountability while adapting to market fluctuations.

3.15: Public Policy and Pricing

Public policy issues in pricing revolve around the government's role in regulating and influencing business pricing strategies to protect consumers and maintain market competition.
One key issue is price fixing, where businesses collude to set high prices. This practice is generally illegal as it undermines competition and exploits consumers.
Next, predatory pricing, where companies set lower prices to drive competitors out of the market, is another concern. While it may initially benefit consumers, it can lead to monopolies and higher prices in the long run.
Anti-trust laws have been established globally to prevent such practices of price fixing and predatory pricing.
Price discrimination raises ethical and legal concerns when consumers are charged different prices for the same product or service. Regulations like The U.S. Robinson-Patman Act of 1936, amending the 1914 Clayton's Antitrust Act, prohibit price discrimination and promote fair competition.
Finally, government intervention through price ceilings (maximum prices) and floors (minimum prices) impacts market dynamics. These are often used to control prices of essential goods or services, but they can also create shortages or surpluses if not well-managed.
Overall, these public policy issues in pricing require careful balancing of business freedom, consumer protection, and market health.

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