electronic commerce product choice and discriminatory pricing
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Electronic Commerce
Product Choice and Discriminatory Pricing
Product differentiation Differentiated goods
MS Word vs. WordPerfect Competition/substitution effect
Different goods MS Word vs. cereal Complement effect?
Horizontal differentiation Differences based on appearance and taste
Vertical differentiation Most customers agree that one is better than the
others in quality if their prices are the same.
A case of horizontal differentiation—Hotelling’s location competition
The evolutionary ending?
Price discrimination First-order discrimination
Different prices enforced by the seller through natural/visible signals
Product-and-buyer matching Second-order discrimination
Different prices self-enforced by the buyers in the way of self-selection
Incentive compatibility (intrinsic) Full discrimination
Charged by marginal utility individually High differentiation costs
Incentive to differentiation
Chamberlinian monopolistic competition As long as there is no entry barrier, the proc
ess of offering slightly additional difference to exploit the more profit opportunity will result in zero-profit for all competitive firms.
Segmentation targeting positioning & differentiation
Struggling against commoditization
Pricing discrimination in Internet commerce
Gaining the customer preference through surfing/purchasing behavior Privacy problems
Customization without/with low additional costs
Billing independently Negotiable possibility Bargaining openly (many participants) Bargaining secretly (few participants)
Possibility of customization
The knowledge of what a buyer wants The ability of product transmutation The degree of digitalization Reduce customer arbitrage (the
possibility of redistribution) Reduce waste (lean/flexible production) The feasibility of price discrimination
Use of user information
Obtaining identifiable information for the prospective buyer
Primary customer information Data collected form transactions
directly Secondary customer information
Data derived from cross-reference/matching
Identifiable customer information (Equifax.com)
Identity information Employment data Credit history Public record information Credit inquiry information
Privacy and anonymity
Web access log and cookies Anonymity as a myth
Traceable back to the originator technically Protection by the privacy law
Use by permission Authentication by the trusted third party
Market approaches Incentive for voluntarily-revealing
information
Pricing digital products Standard U-shaped cost structure
Different pricing situations
Pricing by quality choice
Not quantity
Marginal cost curve for accuracy
Pricing discrimination by quality
Incentive compatible pricing mechanism
Selling vs. renting
If the product value is much less than the cost of the product, no one will be willing to purchase it.
The club goods (between private goods and public goods)
Buying collectively and consumption by renting
Pricing by bundling Packing two or more products and selling
the bundle in fixed proportions. Quantity-depended pricing: more discount for
larger bundle (Pure bundling strategy) If the components of a bundle are also
sold individually, we called this a mixed bundling strategy. Microsoft’s Office bundle: Word, Excel, Access,
… Tie-in: a bundle with some value primaries
and some adjustable minors.
Incentive compatibility in education market
Education level
Magnitu
de o
f Eff
ort
High-talented students
Low-talented students
Wage L Wage H
A separating wage scheme
The employer expects an equilibrium state that high-talented interviewee with a higher education level is paid by a higher payment in contrast to the low-talented one with a lower education level is paid lower.
Spence’s educational signaling model (separate equilibrium)
w(y)
y
C1=a1y
Y*
B'
B"y
C2=a2y
Y*
B*
B"
w(y)
生產力低者求學的成本高(a1>a2),B=W-C,B">B'( ),B*>B"( ),低生產力者 高生產力者
Y*, 0, .則高生產力者高學歷 低生產力者低學歷 區隔成功
0
1
2
1
2
0Education level
Low-talented guys High-talented guys
The first confusing situation emerges
If the employer experienced many low-educated employees performing very well, he may switch to pay an average wage between high- and low-talented employees when he faced a low-educated interviewee.
The proportion of low-talented employees : q1
Spence’s educational signaling model (mix equilibrium)
w(y)
y
C1=a1y
Y*
B'
B"
y
C2=a2y
Y*
B*
B"
w(y)
(a1>a2),B=W-C,B">B'( ),B*<B"生產力低者求學的成本高 低生產力者( ), 0, , .高生產力者 則低生產力者低學歷 高生產力者並不拿學歷者 區隔不成功
. q1 , .大家都不去受教育了 若 越大 則高生產力者越會去拿學位
0
1
2
1
2
0
2-q1 2-q1
High-talented guysLow-talented guys
The second confusing situation emerges
If the employer faced too many high-educated interviewees, he may switch to pay those who obtained higher degree an average wage between high- and low-talented employees unless they got a lower degree education.
The proportion of low-talented employees : q1
Spence’s educational signaling model (mix equilibrium)
w(y)
y
C1=a1y
Y*
B'
B"
y
C2=a2y
Y*
B*
B"
w(y)
(a1>a2),B=W-C,B"<B'( ),B*>B"生產力低者求學的成本高 低生產力者( ), Y*, ,高生產力者 則高低生產力者都拿學歷 即使獲得平均報酬
. , a1 , Y* , .因此區隔不成功 所以 若 越小 或是 太小 都將驅使低生產力者也去拿學位
0
1
2
1
2
0
2-q1 2-q1
Low-talented guys High-talented guys
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