Question

Reflect on the following excerpt from a Washington Post article about dynamic pricing by online retail giant Amazon.com and answer the following questions:

Few things stir up a consumer revolt quicker than the notion that someone else is getting a better deal. Thats a lesson Amazon.com has just learned. Amazon, the largest and most potent force in e-commerce, was recently revealed to be selling the same DVD movies for different prices to different customers. It was the first major Web test of a strategy called dynamic pricing, which gauges a shoppers desire, measures his means and then charges accordingly. The Internet was supposed to empower consumers, letting them compare deals with the click of a mouse. But it is also supplying retailers with information about their customers that they never had before, along with the technology to use all this accumulated data. While prices have always varied by geography, local competition and whim, retailers were never able to effectively target individuals until the Web. Dynamic pricing is the new reality, and its going to be used by more and more retailers, said Vernon Keenan, a San Francisco Internet consultant. In the future, what you pay will be determined by where you live and who you are. Its unfair, but that doesnt mean its not going to happen.

A firm that is able to differentiate between each of its customers by selling the same good at a unique price to each customer is practicing ________ discrimination.

a. reservation price

b. perfect price

c. inelastic demand

d. idealized price

e. exclusive price

Answer

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