6.15 : 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.
From Chapter 6:
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6.15 : Public Policy and Pricing
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6.2 : The 5 c's of Pricing
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6.3 : Internal Considerations Affecting Price Decisions
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6.4 : External Considerations Affecting Price Decisions
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6.10 : Product Mix Pricing Strategies I
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