Assignment on

List out and explain the various types of pricing with suitable examples.

Submitted to,
Professor Dr.M. Ruben Anto, SRM Distance Education

Submitted by,

Name Nishanth R
Roll Number DA2252305010147
College SRM Distance Education

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 TABLE OF CONTENTS
I. Introduction
● Definition of pricing in marketing
II. Premium pricing
● Definition
● Example
III. Penetration pricing
● Definition
● Example
IV. Skimming pricing
● Definition
● Example
V. Psychological pricing
● Definition
● Examples
VI. Bundle pricing
● Definition
● Example
VII. High-low pricing
● Definition
● Example
VIII. Competitive pricing
● Definition
● Example
IX. Cost-plus pricing
● Definition
● Example
X. Dynamic pricing
● DefinitionExample
XI. Captive-product pricing
● Definition
● Example
XII. Geographical pricing
● Definition
● Example
XIII. Conclusion
● Summary of the different types of pricing in marketing
XIV. References

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 Abstract

Pricing strategy in marketing is the process of identifying the best price for a product or service
offered by a business. Learn more about the definition of pricing strategy in marketing, and
explore different types of pricing, such as skim pricing, market penetration pricing, ROI pricing,
and premium pricing.

Pricing strategy is the policy a firm adopts to determine what it will charge for its products and
services. Strategic approaches fall broadly into the three categories of cost-based pricing,
competition-based pricing, and value-based pricing. Pricing strategy is a key variable in financial
modeling, which determines the revenues achieved, the profits earned, and the amounts
reinvested in the firm's growth for its long-term survival. A number of pricing strategy options
are available, including markup pricing, target return on investment pricing, perceived value
pricing, competition-based pricing, penetration pricing, and skimming pricing. The choice of
pricing strategies adopted by the firm will depend on the overall corporate strategy, buyer
expectations and behavior, competitor strategy, industry changes, and regulatory boundaries.
Other factors affecting the nature of pricing strategies are corporate image, geography, price
discrimination, and price sensitivity. Future trends in pricing policies are likely to focus on
information-based optimization through cost reduction of inefficiencies in the supply chain, the
reduction of trade allowances, an increase in responsiveness to changes in market conditions,
greater pricing flexibility, and a reduction of pricing disparity across different channels.

The type of pricing strategy you choose for an organisation can often affect its market value.
There are several pricing strategies in the market which can help attract customers, set
appropriate product or service costs and grow the revenue of an organisation. Knowing about
pricing strategy and its types can help choose one that can effectively meet the company and
market requirements to maximise profits and growth successfully. In this assignment, we discuss
the different types of pricing with suitable examples.

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1. Introduction:

Pricing strategy in marketing is the pursuit of identifying the optimum price for a product. This strategy is
combined with the other marketing principles known as the four P's (product, place, price, and
promotion), market demand, product characteristics, competition, and economic patterns. The pricing
strategy tends to be one of the more critical components of the marketing mix and is focused on
generating revenue and ultimately profit for the company. The success in pricing strategies for
businesses is heightened with clarity on market conditions, an understanding of the consumer's unmet
desire, and the amount they are willing to pay to fulfill it.

Pricing is a critical component of marketing that directly affects the success of a business. It involves the
process of determining how much to charge for a product or service, and it is one of the most
challenging decisions that companies make. Pricing strategies can vary widely, and they depend on
several factors, including the type of product or service, the target market, and the competitive
landscape.

One of the most common pricing strategies is cost-plus pricing, where a company adds a percentage
markup to the cost of producing the product or delivering the service. This approach is relatively
straightforward, but it can be problematic if the company is not accurately calculating the cost of
production or is not considering the value of the product to the customer.

Another pricing strategy is value-based pricing, which considers the perceived value of the product or
service to the customer. In this approach, companies set prices based on the benefits that customers
derive from using the product or service. For example, luxury brands often use this strategy to charge
high prices for their products, even though the cost of production may be relatively low.

Dynamic pricing is another strategy that is becoming increasingly popular, particularly in the e-commerce
industry. It involves adjusting prices in real-time based on changes in supply and demand or other
market factors. This approach allows companies to optimize their prices and maximize profits while
remaining competitive in the market.

Finally, promotional pricing involves offering discounts or other incentives to customers to encourage
them to buy a product or service. This strategy can be effective in driving sales, but it can also erode the
perceived value of the product if used too frequently.

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In conclusion, pricing is a critical component of marketing that requires careful consideration and
analysis. Companies must balance the need to generate revenue with the need to remain competitive
and provide value to their customers. By selecting the right pricing strategy and continuously monitoring
and adjusting prices, businesses can achieve their marketing goals and drive long-term success.

Types Of Pricing Strategies

The different types of pricing strategies are classified based on the end goal of the company, such as
maximising profits, obtaining a greater market share or reducing the inventory. Here are some of the
common pricing strategy types used in businesses:

1. Premium pricing

Premium pricing is a pricing strategy that involves setting a high price for a product or service to position
it as a premium or luxury item in the market. This approach works best when a company's product or
service is unique, of high quality, and is not easily replicated by competitors. The goal of premium pricing
is to create a perception of exclusivity and quality that justifies the higher price.

Example : Apple

One example of a company successfully using premium pricing is Apple Inc. Apple is known for its
premium pricing strategy, with its products being priced significantly higher than competitors' products.
For example, the iPhone is priced much higher than other smartphones on the market, with the latest
iPhone models priced above $1,000.

Apple's premium pricing strategy is based on several factors. Firstly, Apple's products are known for their
high quality and unique features that are not found in other products. This creates a perception of
exclusivity and status among consumers who are willing to pay a premium for the product.

Secondly, Apple's branding and marketing campaigns also play a significant role in its premium pricing
strategy. The company positions its products as a symbol of innovation, sophistication, and luxury,
appealing to consumers who are willing to pay a premium for the status and prestige that comes with
owning an Apple product.

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Finally, Apple's distribution strategy also contributes to its premium pricing success. The company limits
its product distribution channels to exclusive stores and online sales, further enhancing the perception of
exclusivity and luxury.

In conclusion, premium pricing can be a successful pricing strategy when a company's product or service
is unique, of high quality, and offers features that are not easily replicated by competitors. Apple's
successful use of premium pricing is a prime example of how this strategy can help companies position
themselves as a luxury brand, appeal to status-conscious consumers, and drive long-term success.

2. Penetration pricing:

Penetration pricing is a pricing strategy that involves setting a low price for a product or service to enter
a market and gain market share. This approach works best when a company is introducing a new product
or service into the market, and it aims to attract price-sensitive customers who are looking for an
affordable option.

Example : Xiaomi

One example of a company successfully using penetration pricing is Xiaomi, a Chinese smartphone
manufacturer. Xiaomi entered the smartphone market in 2011 with a focus on providing affordable
smartphones that offer similar features to high-end devices. Xiaomi's strategy was to offer low prices,
creating a perception of value for money that appealed to price-sensitive customers.

Xiaomi's penetration pricing strategy was based on several factors. Firstly, the company leveraged its low
production costs, which allowed it to offer products at lower prices than its competitors. Secondly, the
company used online channels to sell its products, reducing distribution costs and enabling it to offer
lower prices to customers.

Thirdly, Xiaomi focused on providing high-quality products at low prices, building a reputation for
offering value for money. The company also invested in a strong brand identity and marketing campaigns
that emphasized the affordability and quality of its products.

Finally, Xiaomi's penetration pricing strategy was also based on the idea of generating revenue through
complementary products and services. The company offered a range of services, such as app stores and
cloud storage, to complement its low-priced smartphones, creating additional revenue streams.

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In conclusion, penetration pricing can be a successful pricing strategy when a company is introducing a
new product or service into the market and aims to gain market share by attracting price-sensitive
customers. Xiaomi's successful use of penetration pricing is a prime example of how this strategy can
help companies gain a foothold in the market, build a customer base, and drive long-term success.

3. Skimming pricing

Skimming pricing is a pricing strategy that involves setting a high price for a product or service when it is
first introduced into the market to maximize revenue from early adopters or customers who are willing
to pay a premium for the product. This approach works best when a company is introducing a new,
innovative product or service that has no direct competitors.

Example : GoPro

One example of a company successfully using skimming pricing is GoPro, a manufacturer of action
cameras. When GoPro introduced its first camera, the HERO, in 2004, it set a high price of $349,
positioning the camera as a premium product in the market. GoPro's strategy was to target early
adopters and action sports enthusiasts who were willing to pay a premium for a high-quality, durable
camera that could capture their adventures.

GoPro's skimming pricing strategy was based on several factors. Firstly, the company's product was
unique and offered features that were not found in other cameras, such as waterproofing and the ability
to mount the camera on helmets or surfboards. This created a perception of exclusivity and quality that
justified the high price.

Secondly, GoPro's marketing campaigns focused on the product's unique features and the lifestyle
associated with action sports, appealing to customers who were willing to pay a premium for a camera
that could capture their adventures.

Finally, GoPro's distribution strategy was also based on exclusivity, with the company initially selling its
products through specialty retailers before expanding to broader retail channels. This approach helped
create a perception of exclusivity that justified the high price and appealed to early adopters who were
willing to pay a premium to be among the first to own a GoPro camera.

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In conclusion, skimming pricing can be a successful pricing strategy when a company is introducing a
new, innovative product or service that has no direct competitors. GoPro's successful use of skimming
pricing is a prime example of how this strategy can help companies maximize revenue from early
adopters, build a brand image of exclusivity and quality, and drive long-term success.

4. Psychological pricing

Psychological pricing is a pricing strategy that involves setting prices based on psychological factors, such
as consumer perceptions of value and the emotional response to a product's price. This approach works
best when a company aims to influence consumer behavior and decision-making, often by pricing
products just below a whole number or using odd pricing, such as $4.99 instead of $5.

Example : Walmart

One example of a company successfully using psychological pricing is Walmart, a retail giant that is
known for its use of low prices to attract and retain customers. Walmart uses a range of psychological
pricing techniques to appeal to price-sensitive consumers and increase sales.

Walmart's psychological pricing strategy is based on several factors. Firstly, the company uses odd
pricing, such as $4.99, to create the perception of a lower price than the actual cost. This is based on the
idea that consumers tend to round down to the nearest whole number, making $4.99 appear
significantly cheaper than $5.

Secondly, Walmart also uses reference pricing, which involves displaying the regular price of a product
alongside the sale price. This creates a perception of value for money and encourages customers to make
a purchase.

Thirdly, Walmart's pricing strategy also includes bundle pricing, where it offers discounts for purchasing
multiple products together. This strategy encourages customers to buy more products, increasing sales
and revenue.

Finally, Walmart also offers price matching, which means it will match the price of a product offered by a
competitor. This helps to build trust with customers and ensures that Walmart remains competitive in
the market.

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In conclusion, psychological pricing can be a successful pricing strategy when a company aims to
influence consumer behavior and decision-making. Walmart's successful use of psychological pricing is a
prime example of how this strategy can help companies appeal to price-sensitive customers, increase
sales, and drive long-term success.

5. Bundle pricing

Bundle pricing is a pricing strategy that involves offering multiple products or services together as a
package deal at a lower price than if they were purchased separately. This approach works best when a
company aims to increase sales, move inventory, or offer value for money to customers.

Example : Microsoft

One example of a company successfully using bundle pricing is Microsoft, a technology giant that offers a
range of software and hardware products. Microsoft's Office suite, which includes programs such as
Word, Excel, and PowerPoint, is often sold as a bundle at a discounted price.

Microsoft's bundle pricing strategy is based on several factors. Firstly, the company offers significant
discounts on the price of Office when it is sold as a bundle, making it more affordable for customers to
purchase the entire suite of programs.

Secondly, Microsoft's marketing campaigns highlight the value of purchasing the entire Office suite,
emphasizing the convenience of having all of the necessary programs in one package.

Thirdly, Microsoft's bundle pricing strategy is also based on the idea of complementarity, where the
company offers products that are complementary to one another in the bundle. For example, Microsoft's
Surface devices are often sold as a bundle with the Office suite, creating a comprehensive package that
appeals to customers looking for both hardware and software solutions.

Finally, Microsoft's bundle pricing strategy also includes the use of tiered pricing, where customers can
choose different levels of the Office suite at different price points, allowing them to tailor their purchase
to their specific needs and budget.

In conclusion, bundle pricing can be a successful pricing strategy when a company aims to increase sales,
move inventory, or offer value for money to customers. Microsoft's successful use of bundle pricing is a

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prime example of how this strategy can help companies offer comprehensive packages, appeal to
customer needs, and drive long-term success.

6. High-low pricing

High-low pricing can help you increase revenue by attracting new customers by advertising low-pricing
products and later displaying high-cost products. To implement this strategy, you can evaluate the prices
and popularity of your products and leverage low or high pricing to increase sales during a slow period.
For example, if a certain product is in high demand, you can charge a high price while introducing it.
Subsequently, as the demand decreases, you can reduce the price in the lower-selling months through
discounts and clearance sales. This strategy typically relies heavily on sale promotions and often requires
significant marketing efforts.

One example company that uses high-low pricing is Flipkart, an e-commerce company that operates in
India.

Example : Flipkart

Flipkart's pricing strategy is based on offering some products at higher prices, especially for exclusive or
luxury items, and then offering discounts or promotional deals to attract price-sensitive customers. This
is achieved through various marketing and promotional campaigns that highlight the value and
exclusivity of certain products, while also offering lower prices for other products.

For example, Flipkart's "Big Billion Days" sale is an annual event that offers discounts on a wide range of
products across various categories, including electronics, clothing, and home goods. During this sale, the
company uses high-low pricing to attract customers, offering high-end products at discounted prices
while also offering lower-priced products at even steeper discounts. This strategy helps Flipkart create a
perception of luxury and exclusivity while still catering to budget-conscious customers.

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Overall, Flipkart's successful use of high-low pricing is a prime example of how this strategy can help
companies build a strong brand and attract customers by creating a perception of exclusivity while still
offering affordable prices for a range of products.

7. Competitive pricing

In competitive pricing, you set the product prices on par with all the other competitor products available
in the market. The prices may differ slightly from the market rate but are ultimately within the range of
prices set by the other companies. This strategy can help you stay competitive if the company you work
for is in a saturated market . Customers often compare the market prices, so charging competitive or
slightly low prices can give you a chance to gain more customers.

Competitive pricing is a pricing strategy in which a company sets its prices based on the prices of its
competitors, with the aim of offering a similar product or service at a lower price or providing additional
value to justify a higher price.

One example of an Indian company successfully using competitive pricing is Ola, a ride-hailing service.

Example : OLA

Ola's pricing strategy is based on offering competitive prices that are often lower than its main
competitor, Uber. This is achieved by closely monitoring Uber's prices and offering discounts and
promotions to attract customers. Ola also uses dynamic pricing to adjust prices based on factors such as
demand and traffic conditions, allowing it to offer lower prices during off-peak hours or in less crowded
areas.

To further differentiate itself from its competitors, Ola also offers additional value-added services such as
in-cab entertainment and a rewards program that offers discounts and cashback to frequent users. Ola
also offers different types of services such as Ola Micro, Ola Prime, and Ola Share, which cater to
different customer segments and offer different levels of pricing and services.

Overall, Ola's successful use of competitive pricing is a prime example of how this strategy can help
companies gain a competitive advantage by offering similar or better products or services at a lower
price or with additional value. By closely monitoring its competitors' prices and using dynamic pricing,

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Ola has been able to offer competitive pricing that appeals to price-conscious customers while still
differentiating itself through additional services and value-added features.

8. Cost-plus pricing

Some businesses use a cost-plus pricing strategy when their focus is to recover the production cost of the
product. This strategy involves taking the amount invested and increasing it by adding a fixed
percentage.

Cost-plus pricing is a pricing strategy in which a company calculates the total cost of producing a product
or service, and then adds a markup to that cost to arrive at the final selling price. One example of an
Indian company successfully using cost-plus pricing is Titan Company Limited, a consumer goods
company that offers a range of products, including watches and jewelry.

Example : Titan

Titan's pricing strategy is based on cost-plus pricing, where the company calculates the total cost of
producing its products, including the cost of materials, labor, and overhead, and then adds a markup to
that cost to arrive at the final selling price. Titan's markup is typically based on industry standards and
varies depending on the type of product and its target market.

For example, Titan's jewelry products often have a higher markup compared to its watch products due to
the higher cost of materials and the perception of luxury associated with jewelry. Additionally, Titan uses
a value-based pricing strategy for its premium products, such as its luxury watch brands, where the price
is based on the perceived value of the product to the customer rather than its cost.

Overall, Titan's successful use of cost-plus pricing is a prime example of how this strategy can help
companies set prices that are aligned with their costs while still allowing for profitability. By calculating
the total cost of producing its products and adding a markup based on industry standards, Titan has
been able to set prices that are competitive and aligned with the value that its products offer to
customers.

9. Dynamic pricing

Dynamic pricing, also known as demand or surge pricing, matches the current market demand. It is a
flexible strategy, used when the prices keep fluctuating daily or even hourly. Industries like airlines,

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hotels, utility companies and event management companies may use dynamic pricing based on market
trends. It helps companies to shift prices to match the customers' willingness to pay. You can charge
varying prices for different user intents, to reduce challenges at the time of purchase and develop
customer loyalty.

Dynamic pricing is a pricing strategy that involves adjusting the price of a product or service based on
changes in supply and demand or other external factors, such as time of day, location, or customer
behavior. One example of a company successfully using dynamic pricing is Uber, a ride-hailing service
that operates in several countries, including India.

Example : Uber

Uber's pricing strategy is based on dynamic pricing, which allows the company to adjust prices in
real-time based on factors such as the availability of drivers, demand for rides, and traffic conditions. For
example, during peak hours or in high-demand areas, Uber will increase its prices to encourage more
drivers to come online and to balance supply and demand. On the other hand, during off-peak hours or
in low-demand areas, Uber will lower its prices to attract more customers.

In addition to its base pricing model, Uber also offers several other pricing strategies, such as surge
pricing, which increases prices during times of high demand, and flat-rate pricing, which offers customers
a set price for their trip regardless of the distance traveled. Uber's pricing also varies by city and country,
taking into account local market conditions and competition.

Overall, Uber's successful use of dynamic pricing is a prime example of how this strategy can help
companies respond to changes in supply and demand and adjust prices in real-time to optimize
profitability while providing a better customer experience. By offering a range of pricing strategies and
constantly monitoring supply and demand, Uber has been able to offer competitive prices that are
aligned with the value that its services offer to customers.

10. Captive-product pricing

This is a pricing strategy that considers captive or secondary products along with core or main products
while determining the price. For example, if a printer is the core product, printer ink is a captive product.

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Companies put higher prices on captive products, increasing the revenue margin as compared to core
products. Captive-product pricing can increase traffic flow from a core product and can increase
customer loyalty for a specific brand. It is crucial to ensure that customers see the value offered by the
captive product and find its quality satisfactory.

Captive-product pricing is a pricing strategy that involves setting a lower price for a core product with the
intention of making a profit on a complementary or related product. One example of a company
successfully using captive-product pricing is Gillette, a leading manufacturer of razors and other personal
care products.

Example : Gillette

Gillette's pricing strategy is based on captive-product pricing, which involves setting a lower price for its
razors, which are its core products, with the intention of making a profit on its complementary products,
such as razor blades, shaving cream, and aftershave lotion. By setting a lower price for its razors, Gillette
is able to attract customers who are price-sensitive and create a captive market for its complementary
products, which are sold at a higher price and have a higher profit margin.

Gillette also uses a range of promotional and marketing strategies to encourage customers to purchase
its complementary products. For example, the company often offers discounts or bundling options that
encourage customers to purchase multiple products at once, or it might offer a free sample of a
complementary product with the purchase of a razor.

Overall, Gillette's successful use of captive-product pricing is a prime example of how this strategy can
help companies increase their profits by creating a captive market for complementary products. By
setting a lower price for its core products and using promotional and marketing strategies to encourage
customers to purchase its complementary products, Gillette has been able to create a loyal customer
base and generate significant profits from its personal care product line.

11. Geographical pricing

Geographical pricing is the process of charging product prices depending on geographical location or
market. With geographical pricing, you can set prices according to local consumer interests,
requirements and preferences. While executing this strategy, it is important to conduct extensive

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research about local region-specific taxation laws and have a streamlined accounting process to ensure
its success.

Example : Amazon

Amazon is a leading e-commerce company that operates in several countries, including the United
States, India, and Japan. The company uses geographical pricing to set the price of its products based on
local market conditions, such as the local currency exchange rate, taxes, and shipping costs. For example,
in India, where the cost of living is lower than in the United States, Amazon sets a lower price for its
products to make them more affordable and accessible to local consumers. In contrast, in countries
where the cost of living is higher, such as Japan, Amazon sets a higher price for its products to maximize
profits.

Amazon also takes into account taxes and shipping costs when setting prices for its products. For
example, in countries where import duties or taxes are high, such as Brazil, Amazon sets a higher price
for its products to cover these additional costs. Additionally, in countries where shipping costs are high,
such as Australia, Amazon sets a higher price for its products to cover the cost of shipping and
distribution.

Overall, Amazon's successful use of geographical pricing is a prime example of how this strategy can help
companies adjust their prices to reflect local market conditions and maximize profits. By taking into
account a range of factors, including currency exchange rates, taxes, and shipping costs, Amazon has
been able to set prices that are competitive and aligned with the value that its products offer to
customers.

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Conclusion:

In conclusion, pricing is a critical element of marketing that plays a key role in shaping the success of a
product or service. The price of a product can significantly influence its perceived value, customer
demand, and overall profitability. As such, companies need to carefully consider their pricing strategies
to ensure they are aligned with their business goals and customer needs.

In this discussion, we have explored various types of pricing strategies that companies can use to set the
price of their products. Premium pricing is a strategy that involves setting a high price for a product or
service to reflect its perceived value, while penetration pricing involves setting a low price to capture a
larger market share. Skimming pricing is a strategy that involves setting a high price for a product initially
and gradually lowering it over time, while psychological pricing is a strategy that leverages the emotional
and psychological responses of consumers to set prices.

Additionally, we explored bundle pricing, high-low pricing, competitive pricing, cost-plus pricing, dynamic
pricing, and captive-product pricing. Each of these pricing strategies has its unique advantages and
disadvantages, and companies need to carefully consider which strategy will best meet their needs.

Moreover, we have provided examples of companies that have successfully implemented these pricing
strategies in various industries, including Apple, Gillette, Amazon, and Coca-Cola. These examples
illustrate the importance of selecting a pricing strategy that aligns with a company's goals, target market,
and overall marketing strategy.

In conclusion, pricing is an essential component of marketing, and companies need to select a pricing
strategy that will enable them to maximize their profits while delivering value to their customers. By
understanding the different types of pricing strategies available and using examples of companies that
have successfully implemented these strategies, companies can make informed decisions about their
pricing strategies and achieve success in their respective markets.

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References:

Here are some references for the different types of pricing in marketing discussed in this conversation:

Premium pricing:

● "Premium pricing strategy: Advantages and disadvantages" by Aleksey Sinyagin, LinkedIn (2019)
● "Why Apple Is A Great Marketer: Premium Pricing" by Samantha Harrington, The Future Buzz
(2012)

Penetration pricing:

● "What Is Penetration Pricing?" by Jim Riley, Tutor2u (2019)

● "Why companies use penetration pricing" by Rikke Rosenlund, YourStory (2018)

Skimming pricing:

● "Skimming or Penetration Pricing: Which is Better?" by Rakesh Dubbudu, Marketing91 (2018)

● "The Pros and Cons of Skimming Pricing" by Matthew Hudson, Chron (2019)

Psychological pricing:

● "5 Types of Psychological Pricing (With Examples)" by Toma Kulbytė, Oberlo (2021)
● "The Psychology of Pricing: How to Price Your Products and Services for Maximum Impact" by
Nicole Martins Ferreira, Shopify (2018)

Bundle pricing:

● "The Benefits of Bundle Pricing for Your Business" by Susana Taylor, The Balance Small Business
(2020)
● "Amazon's strategy to offer discounts on bundles paying off" by Vishal Krishna, Business
Standard (2019)

High-low pricing:

● "What Is High-Low Pricing?" by Victoria Rosenborg, The Balance Small Business (2020)

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 ● "The High-Low Pricing Strategy: Is It Right for Your Business?" by Joanne Westwood, Business 2
Community (2021)

Competitive pricing:

● "Competitive Pricing: Definition, Strategies & Examples" by Akshay Sachdeva, Feedough (2021)
● "Top 10 Pricing Strategies for Your Small Business" by Andrew Blackman, Small Business Trends
(2019)

Cost-plus pricing:

● "What is cost-plus pricing?" by Jim Riley, Tutor2u (2019)

● "The Pros and Cons of Cost-Plus Pricing" by Marc Prosser, FitSmallBusiness (2020)

Dynamic pricing:

● "What Is Dynamic Pricing? Definition and Examples" by Kasey Fleisher Hickey, Investopedia
(2021)
● "Dynamic Pricing: A Closer Look at Uber’s Surge Pricing Model" by Adam Hayes, Investopedia
(2019)

Captive-product pricing:

● "What Is Captive Product Pricing?" by James Woodruff, The Balance Small Business (2020)
● "Understanding Captive Pricing Strategy With Examples" by Sam Williamson, Feedough (2021)

Geographical pricing:

● "Geographical pricing: definition, advantages and disadvantages" by Miroslav Sotak, LinkedIn

(2019)
● "Pricing Strategies: Geographical Pricing" by Keith Gribbins, Entrepreneur (2011)

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