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) is the practice of charging different buyers different
for the same quantity and quality of
Marketers have invented a variety of price discrimination tools, including
, rebates, and
. All are designed to exploit variations in
. Whenever customers have different sensitivities to price, or different costs to serve, the astute marketer can find an opportunity to claim incremental value through price tailoring.
American Marketing Association.
Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; and David J. Reibstein (2010).
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (Second Edition).
Upper Saddle River, New Jersey: Pearson Education, Inc. <
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