Transcript 第一名(Pricing tactics)

Carmel Secondary School
Ava Choy
Patrick Ho
Alan Tam
6A
6A
6B
Apart from lowering the cost to maximize their
wealth, it is also very common for the sellers to use
various pricing tactics to achieve the same aim.
By implementing these tactics such as
membership fee, all-or-nothing pricing and Third
degree price discrimination, it can help the
sellers extract more consumers’ surplus.
Let’s have a look of these daily
examples…
死啦，D ECO
呀，ACC呀，
BUS呀…好鬼唔
掂喎！
唉，直頭係讀邊
科死邊科啦！
唔得啦，如果呢
個暑假再唔”谷
行”D的話咁ALEVEL就真係聽死
都得啦…
喂，我聽阿寶話
KEVIN LO 的ECO教得
唔錯喎，我諗住依家去
報名啦，不如一齊啦~
我諗住報F.6 KEVIN
LO的COURSE呀。
英式補習社，
呢位同學有乜
o野可以幫
到你？
哦，咁因為你
係新生的關係，所
以除了個COURSE
要收費外，我地另
外仲要收番$30的報
名費o架。
哦，咁除了
報名費之外都
仲有其他行政
費用嘛。
嘩，使唔使
呀，唔係淨係
收課程費咋咩？
算啦，呢D錢
都預0左俾佢
地賺0架啦，
小姐，繼續
啦。
咁你填
o左呢張
FORM先
啦。
What is “membership
fee”?
It is a type of pricing tactics, charging
a uniform price together with a “lumpsum payment”( a fixed amount
independent of quantity bought).
Explanation :
In this case, before paying for the tuition fee, the
buyer( Patrick) was also asked to pay a lump-sum
fee (registering fee : $30)
 In figure 1, given that a uniform price is charged
at P0 i.e.$600 tuition fee, the quantity resulted will
be in Q0.
The potential consumer surplus then can be
captured by means of charging a sum of
membership fee as shown as the shaded area
Figure 1 : How can membership fee
work ?
好啦，我依家
已經登記o左你
的個人資料啦，
咁你諗住邊個
COURSE呀?
不如等我同我
個FRIEND傾o
下先啦！
死啦，有咁多
COURSE揀，
ALAN呀，有
冇乜野好介紹
呀？
不如就呢個啦，600
蚊有成6堂，兼且仲
COVER哂F.6最難的
TOPIC添，點睇先？
但係我淨係有其中
2個CHAPTER唔識咋
喎，其他的都OK，
唔知可唔可以淨係報
2堂呢？
咁我幫你
問o下佢得
唔得啦！
唔好意思喎！
我地公司規定一
係就要6堂報哂，
如果唔係就幫你
唔到啦！
小姐呀，我想問
o下可唔可以淨係
報其中o個2堂呀？
What is “all-ornothing pricing”?
A fixed amount of goods is
tied up together. Consumers can
either buy all of it or give up to
buy it.
Explanation :
 The course has 6 lessons
 Students need to pay tutorial fee for 6 lessons
 Or the students cannot join the tutorial class.
 Students cannot pay only for 1 or 2 lessons
 Students are compulsory to join the whole 6
lessons…
Therefore, It refers to All-or-nothing pricing.
When there is a normal pricing …
 It is compulsory for the students to take 6 lessons
 Consumers are only willing to pay at P0.
 Quantity transacted will be at “Q0”
 Total revenue : on the shaded area( P0*Q0)
 They CANNOT extract consumer surplus( the triangular part above “P0”)
When “all-or nothing”pricing impose :
It is compulsory for the students to join 6 lessons
The sellers can set a package which extract ALL consumer
surplus
Quantity transacted will be at Q0, but the total revenue will increase .
 In this case, tutorial center charged student $600 per course
Therefore, they can extract ALL consumer surplus
PATRICK呀，你
過來睇o下，估唔到去
屯門補平咁多喎，6堂
都只係200蚊咋，勁抵
呀！
小姐，我想問o下
去屯門讀同去旺角讀
o個D野係咪一樣o架？
係呀！
PATRICK，你頭先
又話600蚊好貴o既，
依家去屯門補平咁多
喎，點睇先？
你傻o左咩？屯門咁
遠，慳得o個400蚊o黎D
時間同車錢都蝕哂啦！
同學，你最後
決定o左報邊個
COURSE未呀？
咁你都係幫我報
番旺角星期五下
午o個個course啦
唔該！
What is “3rd degree
price discrimination ”?
It refers to the sellers to charging
different prices simultaneously in
two or more different markets (or
group of buyers) with independent
demands.
Explanation:
In this case, although the courses provide in
Tuen Mun or Mongkok are the same, the
courses cost $200 and $600 in Tuen Mun and
Mongkok respectively.
It is because the elasticity of demand in
Tuen Mun and Mongkok is different.
The demand in Tuen Mun course is more
likely to be elastic than in Mongkok since the
consumers in Tuen Mun is less than the one
in Mongkok due to the reasons like poor
accessibility and time cost.
Wealth maximizing condition : MC=MRt=MRa=MRb
Assumed that there are 2 different markets ( Tuen Mun & Mongkok )
Producer will equate MRt(marginal revenue of the whole market)with MC
The demand of Tuen Mun market is likely to be more elastic
However, the demand of Mongkok market is likely to be less elastic
Therefore, the seller charged a lower price in Tuen Mun, but higher price in
Mongkok
Sellers can extract whole consumer surplus on 2 different markets
In fact, all these daily examples show the
popularity of the use of pricing tactics. And the
main use of pricing tactics is to extract more
consumer surplus.
But apart from that, can you think of any
other examples that also show the existence
of this practice?
1)
In
a
comics
bookstore,
2)
The
cinema
often
offers
Can you identify any
students’
entrance
fee
are
often
cheaper
tickets
especially
Ans
:3rd:3rd
degree
price
Ans
degree
price
pricing
tactics
that
we
have
charged
lower
than
those
to
students
and
elderly
discrimination
&
discrimination
mentionedadults.
before?
while the others
Membership
fee need to
pay the original price.