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Price Affects Market Share

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Submitted By rongrongzhang
Words 750
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(A) TITLE
How could price and place influence the market share of the backpack?

(B) Analysis
Impact of price on market share
Price is the amount of money that a buyer gives to a seller in exchange for a good or a service (Asmundson, 2013, Para.1). Pricing is one important factor from marketing mix which can affect the market share, because consumers always use price consideration to determine whether they will buy or not. A company using a successful price strategy can increase the market share as well as success in business. (Victoriagov, 2014).
“Price skimming means a product pricing strategy by which a firm charges the highest initial price that customers will pay. ”(Investopedia, 2009) It is better to enter the market at a high price point to take advantage of early sales before competitors begin replicating the product or service being offered. In round 1, the initial price was $80, However, the sales quantity was 12 and market share was only 4%. This evidence indicates that the demand for backpack is price elastic and consumers are sensitive to price. As Wei’s (2013) explans, price elasticity of demand measures how much, in terms of percentage change, the quantity demanded responds to a change in price.
The law of demand states that other factors being constant (cetris peribus), price and quantity demand of any good and service are inversely related to each other. The law states that as price goes down, quantity demanded goes up.(Gunderson, 2014) In round 2, the price was dropped to $60, which was a 25 percent decrease. Sales quantity was increased to 34, market share went up to 6%. Consumers will generally choose retailers who offer the lowest prices the majority of the time. (Hadar, Morwitz and Hadar, 2014). As Connick (2014) states that the reason is that lower-than-normal prices without a drop in quality will attract huge numbers of customers who

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