Welcome to the InfoSci Platform

Pricing and Public Policy Issues: A Marketing Perspective

Source Title: International Journal of Business Strategy and Automation (IJBSA)2(4)

ISSN: 2644-2094|EISSN: 2644-2108|EISBN13: 9781799863915|DOI: 10.4018/IJBSA.20211001.oa2

MLA

Mandal, Pratap Chandra. "Pricing and Public Policy Issues: A Marketing Perspective." IJBSA vol.2, no.4 2021: pp.1-14. http://doi.org/10.4018/IJBSA.20211001.oa2

APA

Mandal, P. C. (2021). Pricing and Public Policy Issues: A Marketing Perspective. International Journal of Business Strategy and Automation (IJBSA), 2(4), 1-14. http://doi.org/10.4018/IJBSA.20211001.oa2

Chicago

Mandal, Pratap Chandra. "Pricing and Public Policy Issues: A Marketing Perspective," International Journal of Business Strategy and Automation (IJBSA) 2, no.4: 1-14. http://doi.org/10.4018/IJBSA.20211001.oa2

Export Reference

Favorite Full-Issue Download

View Full Text HTML

View Full Text PDF

Abstract

Companies adopt pricing policies to maximize the revenues and profits generated. Some of the policies are not fair. Major public policy issues in pricing include unfair pricing practices within distribution channel levels such as price-fixing and predatory pricing, and across distribution channel levels such as retail price maintenance, deceptive pricing, and discriminatory pricing. Companies set dynamic pricing and high prices for products to cover distribution costs, advertising and promotion costs, and excessive mark-ups. Companies try adopting fair pricing policies. Nevertheless, laws and regulations are enforced to ensure that the policies are followed and customers are benefited. Sometimes, it is difficult to ensure that the practices are legal and ethical. Governments and companies should also be aware about the pricing implications of the social goods used by customers. Proper understanding and implementation of pricing policies will benefit both companies and customers and help in developing sustainable strategies and long-term customer relationships.