1. Competitive Pricing in Business
Markets
B2B Marketing
HKUST
Spring 2013
Professor Yi XIANG

2. Topic Today
Place
Price
Product
Promotion
Firm
Competitive
advantage
Company report &
market research
Strategic decision
& information
Industrial branding
Key account management
Sales force management
New products
Competitive pricing

3. Content
– Competitive pricing
– Cooperative pricing

4. Competitive pricing
q Predatory Pricing to deter entry or to
force a competitor to exit (illegal).
q Bidding

5. Cooperative pricing
Cooperative pricing methods
– Round table collusion (e.g. Telecom)
– “Umbrella pricing” and “price leadership” (e.g. Fortis)