Corporate Strategies: Marketing and Price Discrimination
One of the biggest shifts since 2013 is that a majority (52%, up from 39%) now say they are “willing to spend extra for a brand with an image that appeals to me.” Ipsos, Global Trends, September 19, 2025. CONTENTIONS Pricing is a strategy, not something a company accepts or beyond its control. Price discrimination is one pricing strategy. Price discrimination can be practice by individual companies or all companies in an industry. The relative effectiveness of competing companies' price discrimination depends partly on the proprietary (private to the company) information each company has. Price discrimination, in combination with loyalty programs or product line extension, can increase market share. The more proprietary information a company has, the more effective is price discrimination. The more information about individual buying behavior, the more effective is personalized price discrimination. INTRODUCTION – COMPANIES WITH “MARKET POWER” ...