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Nonlinear Pricing to Produce Information

Author

Listed:
  • David J. Braden

    (University of Rochester)

  • Shmuel S. Oren

    (University of California, Berkeley)

Abstract

We investigate the firm's dynamic nonlinear pricing problem when facing consumers whose tastes vary according to a scalar index. We relax the standard assumption that the firm knows the distribution of this index. In general the firm should determine its marginal price schedule as if it were myopic, and produce information by lowering the price schedule; “bunching” consumers at positive purchase levels should be avoided. As a special case we also consider a market characterized by homogeneous consumers with a static, but unknown, demand curve. We show that when there are repeat purchases the forward-looking firm should tend towards penetration pricing; otherwise its strategy should tend towards skimming. We extend our insights to more general settings and discuss implications for pricing product lines.

Suggested Citation

  • David J. Braden & Shmuel S. Oren, 1994. "Nonlinear Pricing to Produce Information," Marketing Science, INFORMS, vol. 13(3), pages 310-326.
    • Handle: RePEc:inm:ormksc:v:13:y:1994:i:3:p:310-326
    DOI: 10.1287/mksc.13.3.310
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    Citations

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    Cited by:

    1. Ehtamo, Harri & Berg, Kimmo & Kitti, Mitri, 2010. "An adjustment scheme for nonlinear pricing problem with two buyers," European Journal of Operational Research, Elsevier, vol. 201(1), pages 259-266, February.
    2. Nair, Anand & Closs, David J., 2006. "An examination of the impact of coordinating supply chain policies and price markdowns on short lifecycle product retail performance," International Journal of Production Economics, Elsevier, vol. 102(2), pages 379-392, August.
    3. Benjamin R. Handel & Kanishka Misra, 2015. "Robust New Product Pricing," Marketing Science, INFORMS, vol. 34(6), pages 864-881, November.
    4. Kimmo Berg & Harri Ehtamo, 2012. "Continuous learning methods in two-buyer pricing problem," Mathematical Methods of Operations Research, Springer;Gesellschaft für Operations Research (GOR);Nederlands Genootschap voor Besliskunde (NGB), vol. 75(3), pages 287-304, June.
    5. Tamer Boyacı & Özalp Özer, 2010. "Information Acquisition for Capacity Planning via Pricing and Advance Selling: When to Stop and Act?," Operations Research, INFORMS, vol. 58(5), pages 1328-1349, October.
    6. Bernardo Bertoldi & Chiara Giachino & Alberto Pastore, 2016. "Strategic pricing management in the omnichannel era," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(4), pages 131-152.
    7. Talebian, Masoud & Boland, Natashia & Savelsbergh, Martin, 2014. "Pricing to accelerate demand learning in dynamic assortment planning for perishable products," European Journal of Operational Research, Elsevier, vol. 237(2), pages 555-565.
    8. Nicholas C. Petruzzi & Maqbool Dada, 2002. "Dynamic pricing and inventory control with learning," Naval Research Logistics (NRL), John Wiley & Sons, vol. 49(3), pages 303-325, April.
    9. Yossi Aviv & Amit Pazgal, 2005. "A Partially Observed Markov Decision Process for Dynamic Pricing," Management Science, INFORMS, vol. 51(9), pages 1400-1416, September.
    10. Nicholas C. Petruzzi & Maqbool Dada, 2001. "Information and Inventory Recourse for a Two-Market, Price-Setting Retailer," Manufacturing & Service Operations Management, INFORMS, vol. 3(3), pages 242-263, October.
    11. Kanishka Misra & Eric M. Schwartz & Jacob Abernethy, 2019. "Dynamic Online Pricing with Incomplete Information Using Multiarmed Bandit Experiments," Marketing Science, INFORMS, vol. 38(2), pages 226-252, March.
    12. Awi Federgruen & Aliza Heching, 1999. "Combined Pricing and Inventory Control Under Uncertainty," Operations Research, INFORMS, vol. 47(3), pages 454-475, June.
    13. Xiaomei Ding & Martin L. Puterman & Arnab Bisi, 2002. "The Censored Newsvendor and the Optimal Acquisition of Information," Operations Research, INFORMS, vol. 50(3), pages 517-527, June.
    14. Alessandro Bonatti, 2011. "Menu Pricing and Learning," American Economic Journal: Microeconomics, American Economic Association, vol. 3(3), pages 124-163, August.
    15. Awi Federgruen & Aliza Heching, 2002. "Multilocation Combined Pricing and Inventory Control," Manufacturing & Service Operations Management, INFORMS, vol. 4(4), pages 275-295, March.
    16. Stephen M. Gilbert & Sreelata Jonnalagedda, 2011. "Durable Products, Time Inconsistency, and Lock-in," Management Science, INFORMS, vol. 57(9), pages 1655-1670, September.
    17. Martin A. Lariviere & Evan L. Porteus, 1999. "Stalking Information: Bayesian Inventory Management with Unobserved Lost Sales," Management Science, INFORMS, vol. 45(3), pages 346-363, March.
    18. Stephen A. Smith & Dale D. Achabal, 1998. "Clearance Pricing and Inventory Policies for Retail Chains," Management Science, INFORMS, vol. 44(3), pages 285-300, March.

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    Keywords

    pricing; segmentation;

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