Price Discrimination and Price Differentiation Within Direct Mail

2015 ◽  
Author(s):  
Felipe Flórez Duncan ◽  
Dawn Longman ◽  
Leonardo Mautino ◽  
Paul Dudley
Keyword(s):  
Price Discrimination ◽  
Direct Mail ◽  
Price Differentiation

Socialize More, Pay Less: Randomized Field Experiments on Social Pricing

2022 ◽  
Author(s):  
Haibing Gao ◽  
Subodha Kumar ◽  
Yinliang (Ricky) Tan ◽  
Huazhong Zhao
Keyword(s):  
Social Interactions ◽  
Price Discrimination ◽  
Field Experiments ◽  
Social Cost ◽  
Customer Acquisition ◽  
Price Differentiation ◽  
Fresh Food ◽  
Food Retailer ◽  
Underlying Mechanisms

We propose social pricing, a novel pricing framework under which consumers with higher social capital enjoy a better price. Conceptually, social pricing enables firms to achieve price discrimination based on a consumer’s social value. This is in sharp contrast with traditional price discrimination strategies where price differentiation typically hinges on consumers’ personal value. We design and conduct two randomized field experiments on a leading online fresh food retailer to understand the value of social pricing. Social pricing has been commonly credited for its effectiveness in new customer acquisition. Interestingly, our study reveals that it is also highly effective on existing consumers. Our analysis shows that social pricing can increase an online retailer’s profit by 40% solely from existing consumers, compared with regular firm-offered discounts. Exploration of the underlying mechanisms reveals that perceived engagement and social cost are the main drivers, which not only help to increase purchasing frequency but also induce higher order value per purchase. In a follow-up experiment, we vary the rules of social interactions by requiring heterogeneity in consumers’ purchasing frequencies. The results suggest that a heterogeneity-based strategy can further amplify the benefits of social pricing.

Algorithmic decision-making, price discrimination, and European non-discrimination law

2020 ◽  
Author(s):  
Frederik Zuiderveen Borgesius
Keyword(s):  
Artificial Intelligence ◽  
Decision Making ◽  
Price Discrimination ◽  
Main Question ◽  
Price Differentiation ◽  
Indirect Discrimination ◽  
A Company

Our society can benefit immensely from algorithmic decision-making and similar types of artificial intelligence. But algorithmic decision-making can also have discriminatory effects. This paper examines that problem, using online price differentiation as an example of algorithmic decision-making. With online price differentiation, a company charges different people different prices for identical products, based on information the company has about those people. The main question in this paper is: to what extent can non-discrimination law protect people against online price differentiation? The paper shows that online price differentiation and algorithmic decision-making could lead to indirect discrimination, for instance harming people with a certain ethnicity. Indirect discrimination occurs when a practice is neutral at first glance, but ends up discriminating against people with a protected characteristic, such as ethnicity. In principle, non-discrimination law prohibits indirect discrimination. The paper also shows, however, that non-discrimination law has flaws when applied to algorithmic decision-making. For instance, algorithmic discrimination can remain hidden: people may not realise that they are being discriminated against. And many types of unfair – some might say discriminatory – algorithmic decisions are outside the scope of current non-discrimination law.

Towards a new price discrimination strategy

2019 ◽  
Vol 32 (4) ◽  
pp. 975-998 ◽  
Author(s):  
Preeti Narwal ◽  
Jogendra Kumar Nayak
Keyword(s):  
Price Discrimination ◽  
Empirical Studies ◽  
Market Price ◽  
Product Category ◽  
Price Fairness ◽  
Student Sample ◽  
Content Type ◽  
Fairness Perception ◽  
Price Differentiation ◽  
The Impact

Purpose The purpose of this paper is to explore the applicability of Pay-What-You-Want (PWYW) pricing multi-channel retailing. Specifically, the impact of PWYW endogenous price discrimination on consumers’ price fairness perception of and reactions to PWYW is investigated. Design/methodology/approach Three empirical studies with different product categories were conducted through lab experiments with student sample using scenario-based experimental approach. Findings Results indicate the viability of PWYW with lower suggested external reference price. The impact of PWYW endogenous price discrimination is dependent upon the magnitude of price deviation from regular market price and product category. Consumers’ negative perceptions of price differentiation interacted with their underlying beliefs about the retailer’s cost of products across different channels. PWYW acceptance can be fostered in multi-channel by communication of additional-value generated in offline selling. Originality/value The current research is possibly the first to explore PWYW viability in the multi-channel context by exploring the consumer’s price perception process and critical consumer reactions through a well-structured research framework.

Kajian Bauran Promosi Di Perguruan Tinggi “X”

Liquidity ◽  
2018 ◽  
Vol 1 (2) ◽  
pp. 175-182
Author(s):  
Alida Wahyuni
Keyword(s):  
Higher Education ◽  
Public Relations ◽  
Word Of Mouth ◽  
Personal Selling ◽  
Services Marketing ◽  
Sales Promotion ◽  
Direct Mail

Marketing of higher education falls into the category of services marketing. For “X” School, to attract potential students requires special methods and strategy. The objectives of the study are to: 1) Review and analyze of promotion mix in its effort to promote the institution; 2) review and analyze the most effective promotional mix in its effort to promote the institution. The results showed that: 1) the School has implemented a promotional mix. There are 6 ways to do that: advertising, sales promotion, publicity and public relations, personal selling, word of mouth, direct mail and e-marketing. The six ways are carried out simultaneously; 2) The most effective promotional mix is personal selling. For three years (2007, 2010, and 2011) proved it the most effective method. For 2008, the most effective promotional mix is word of mouth, dan for 2009, the most effective promotional mix is sales promotion. The most effective promotional mix in “Very Strong” category is personal selling could affect 956 students.

PEMILIHAN MEDIA KOMUNIKASI DARI MAHASISWA UNIVERSITAS BUNDA MULIA ANGKATAN 2010/2011 JURUSAN MANAJEMEN

2017 ◽  
Vol 6 (2) ◽  
Author(s):  
Lelly Christin
Keyword(s):  
Market Share ◽  
Direct Mail ◽  
Communication Media ◽  
Marketing Communication ◽  
University Management ◽  
Integrated Marketing ◽  
Information Need ◽  
Integrated Marketing Communication ◽  
The Right ◽  
The University

<p>Lately competition becomes really tough, because of that each University has to choose the right strategy in order to increase their market share. Some of the strategies than can be done are by choosing the right communication media for each promotion that the university wants to do. For the reason, this research wants to know which communication media that really attracts students at Bunda Mulia University, Management Major in year 2010/2011. In this research, the writers used incidental sampling. The writers also use questionnaire for gathering the data or information need. To analyze the data, the writes use SPSS ver. 15.0 for windows. The conclusion of this research about the highest percentage to the lowest percentage of the most attractive communication media are television, internet, direct mail, magazines, radio, newspapers, outdor advertising, and the last one is telemarketing. According to result, the highest percentage of an attractive communication media is television, so writer suggest that the best media to do the promotion is television media.</p><p>Keyword :</p><p>Communication media, markeing communication, integrated marketing communication</p>

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