Pricing Decisions

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Pricing Decisions
David Bruce Montgomery
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Although game theory and risk analysis outlined in this section are useful in determining prices, the difficulty in formulating competitive probabilities and the non-zero sum multi-firm nature of the environment has led firms to approach the price determination problem by developing heuristic strategies. These heuristic developments will be discussed in the last section of this chapter and additional m. Anagement science approaches will be considered in the porduct planning chapter.
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...imating Demand Relationships In order to apply the models discussed in this chapter, the firm generally must have knowledge of demand relationships in its market environment. For purposes of discussion consider the deceptively simple price-quantity relationship. This relationship, also known as a demand schedule, represents the quantity of a product which would be demanded at various price levels » At any point in time, however, the firm generally only knows the quantity which is demanded at their present price, A single data point, of course, is not sufficient to determine even the simplest demand schedule.

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