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Pricing and Public Policy Issues
Publication year - 2021
Publication title -
international journal of business strategy and automation
Language(s) - English
Resource type - Journals
eISSN - 2644-2108
pISSN - 2644-2094
DOI - 10.4018/ijbsa.20211001oa02
Subject(s) - variable pricing , business , pricing strategies , investment theory , revenue , revenue management , price discrimination , dynamic pricing , rational pricing , public policy , promotion (chess) , marketing , industrial organization , economics , finance , capital asset pricing model , politics , political science , law , economic growth
Companies adopt pricing policies to maximize the revenues and profits generated. Some of the policies are not fair. Major public policy issues in pricing include unfair pricing practices within distribution channel levels such as price-fixing and predatory pricing, and across distribution channel levels such as retail price maintenance, deceptive pricing, and discriminatory pricing. Companies set dynamic pricing and high prices for products to cover distribution costs, advertising and promotion costs, and excessive mark-ups. Companies try adopting fair pricing policies. Nevertheless, laws and regulations are enforced to ensure that the policies are followed and customers are benefited. Sometimes, it is difficult to ensure that the practices are legal and ethical. Governments and companies should also be aware about the pricing implications of the social goods used by customers. Proper understanding and implementation of pricing policies will benefit both companies and customers and help in developing sustainable strategies and long-term customer relationships.

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