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Pricing Strategies: Reviewer For Managerial Economic
Pricing Strategies: Reviewer For Managerial Economic
PRICING STRATEGIES
A pricing strategy is a model or method used to establish the best price for a product or service.
It helps you choose prices to maximize profits and shareholder value while considering
consumer and market demand.
Pricing strategies take into account many of your business factors, like revenue goals,
marketing objectives, target audience, brand positioning and product attributes
They’re also influenced by external factors like consumer demand, competitor pricing, and
overall market and economic trends.
The best pricingstrategy maximizes your profit and revenue.
Price elasticity of demand is used to determine how a change in price affects consumer
demand. If consumers still purchase a product despite a price increase (such as cigarettes and
fuel) that product is considered inelastic. On the other hand, elastic products suffer from
pricing fluctuations (such as cable TV and movie tickets).
Elasticity of formula: % Change in Quantity ÷ % Change in Price = Price Elasticity of Demand.
economic theory of regulation (sometimes called the “capture theory of regulation”) expounded
by Stigler and others, regulation is the result of pressure-group action and results in laws and
policies to support business and to protect consumers, workers, and the environment. In this
section, we examine regulations that shelter firms from competition and protect consumers
against unfair business practices, workers against hazardous working conditions, and the
environment against pollution and degradation.
The Deregulation Movement While the public interest theory postulates that regulation
is undertaken to overcome market failures, so as to ensure that the economic system
operates in a manner consistent with the public interest (see Section 12-2), the
economic theory of regulation expounded by Stigler and others postulates that
regulation is the result of pressure-group action and results in laws and policies that
restrict competition and promote the interest of the firms that they are supposed to
regulate (this is the “capture theory” discussed in Section 12-1)
There are many ways by which national governments regulate international trade. Some
of these are tariffs, quotas, voluntary export restraints, antidumping duties, as well as
technical, administrative, and other regulations
An import tariff is simply a tax on imports. As such, it increases prices to domestic
consumers, reduces the quantity demanded of the commodity at home and imports
from abroad, and encourages the domestic production of import substitutes. The nation
also collects tariff revenues
RISK ANALYSIS
Measuring risk is the following: The probability of an event, An Absolute Measure of Risk: The
Standard Deviation, Measuring Probabilities with the Normal Distribution.
The probability of an event is the chance or odds that the event will occur.
An Absolute Measure of Risk: The Standard Deviation, we have seen above that the tighter or
less dispersed is a probability distribution., the smaller is the risk of a particular strategy or
decision. The reason is that there is a smaller probability that the actual outcome will deviate
significantly from the expected value.
Measuring Probabilities with the Normal Distribution, the probability distribution of many
strategies or experiments follow a normal distribution, so that the probability of a particular
outcome falling within a specific range of outcomes can be found by the area under the
standard normal distribution within the specified range.
Utility Theory and Risk Aversion, the reason for this is to be found in the principle of diminishing
marginal utility of money.
Risk-Adjusted Discount Rates One method of adjusting the valuation model to deal with n
investment project subject to risk is to use risk -adjusted discount rates. These reflect the
manager’s or investor’s trade-off between risk and return
The indifference between the expected and required rate of return on a risky investment and
the rate of return on a riskless asset is called risk-premium on the risky investment.
A decision tree shows the sequence of possible managerial decisions and their expected
outcome under each set of circumstances or stated of nature. Since the sequence of decision
and events is represented graphically as the branches of a tree, this technique has been named
“decision tree”. the construction of decision tree begins with the earliest decision and moves
forward in time through a series of subsequent events and decisions.
Another method for analyzing for analyzing complex, real-world decision making situations
involving risk is simulation.
The maximum criterion postulates that the decision maker should determine the worst possble
outcome of each strategy and then pick the strategy that provides the best of the worst possible
outcomes.
the manager does not know and cannot estimate the probability of success and failure of
investing in the new product. Therefore, he or she cannot calculate the expected payoff or
return and risk of investment.
Another specific decision rule under certainty is the minimax regret criterion. This postulates
that the decision maker should select the strategy that minimizes the maximum regret or
opportunity cost of the wrong decision, whatever that state of nature that actually occurs.
Regret is measured by the difference between the payoff of a given strategy and the payoff of
the best strategy under the same state of nature.
After determining the maximum regret for each strategy under each state of nature, the
decision maker then chooses the strategy with the minimum regret value.
there are number of less formal methods that are commonly used by decision makers to reduce
uncertainty or the dangers arising from uncertainty. Some of these are the acquisition of
additional information, referral to authority, attempting to control the business environment
and diversification.
The decision maker can sometimes deal with uncertainty by requesting the opinion of a
particular authority (such as Internal Revenue Service o tax questions, Securities and Exchange
Commission on financial investment, Labor Relations Board on labor questions, or a particular
professional association on matters of a particular competence).
Diversification in the types of products produced , in the composition of security portfolios, and
in different line of business by a conglomerate corporation is another important method by
which investors attempt to reduce risk.
Hedging refers to the covering of a foreign exchange risk. Hedging is usuall accomplished with a
forward contract. This is an agreement to purchase or sell a specific amount of a foreign
currency at a rate specified today for a delivery at a specific future date.
future contract. This is a standardized forward contract for predetermined quantities of the
currency and selected calendar dates.
Asymmetric Information and the Market for Lemons One party to a transaction often has less
information than the other party with regard to the quality of the product or service.
The Insurance Market and Adverse Selection The problem of adverse selection arises not only in
the market for used cars, but in any market characterized by asymmetric information, such as
the market for individual health insurance.
Moral Hazard refers to the increase in profitability of an illness, fire, or other accident when a
individual is insured than when she is not.
insurance, the loss of an illness, fire, or other accident is shifted from the individual to the
insurance company.
Long-Run Investment Decisions: Capital Budgeting
Capital budgeting refers to the process of planning expenditures that give rise to revenues or
returns over a number of years
In general, firms classify investment projects into the following categories:
1. Replacement. Investments to replace equipment that is worn out in the production process.
2. Cost reduction. Investments to replace working but obsolete equipment with new and more
efficient equipment, expenditures for training programs aimed at reducing labor costs, and
expenditures to move production facilities to areas where labor and other inputs are cheaper.
3. Output expansion of traditional products and markets. Investments to expand production
facilities in response to increased demand for the firm’s traditional products in traditional or
existing markets.
4. Expansion into new products and/or markets. Investments to develop, produce, and sell new
products and/or enter new markets.
5. Government regulation. Investments made to comply with government regulations. These
include investment projects required to meet government health and safety regulations,
pollution control, and to satisfy other legal requirements.
Capital budgeting is essentially an application of the general principle that a firm should produce
the output or undertake an activity until the marginal revenue from the output or activity is
equal to its marginal cost.
In a capital budgeting framework, this principle implies that the firm should undertake
additional investment projects until the marginal return from the investment is equal to its
marginal cost.
The firm can raise investment funds internally (i.e., from undistributed profits) or externally (i.e.,
by borrowing and from selling stocks).
The cost of using internal funds is the opportunity cost or foregone return on these funds
outside the firm.
The cost of external funds is the lowest rate of return that lenders and stockholders require to
lend to or invest their funds in the firm. In this section we examine how the cost of debt (i.e., the
cost of raising capital by borrowing) and the cost of equity capital (i.e., the cost of raising capital
by selling stocks) are determined.
there are a least three methods of estimating the cost equity capital. These are the risk-free arte
plus premium, the dividend valuation model, and the capital asset pricing model (CAPM).
The cost of debt is the return that lenders require to lend their funds to the firm.
the cost of equity capital is the rate of return that stockholders require to invest in the firm. The
cost of raising equity capital externally usually exceeds the cost of raising equity capital
internally by the flotation costs (i.e., the cost of issuing the stock).
The Weighted Cost of Capital, in general, a firm is likely to raise capital from undistributed
profits, by borrowing, and by the sale of stocks, and so the marginal cost of capital to the firm is
a weighted average cost of raising the various types of capital.