A manufacturer of mlcrowaves has dlscovered that female shoppers have Ilittle value for microwaves and attribute almost no extra value to an auto- defrost feature. Male shoppers generally value microwaves more than women do and attribute greater value to the auto-defrost feature. There is little additional cost to Incorporating an auto-defrost feature. Since men and women cannot be charged different prices for the same product, the manufacturer Is considering Introdudng two different models. The manufacturer has determined that men value a simple microwave at $76 and one with auto-defrost at $133, while women value a simple mkrowave at $57 and one wth auto-defrost at $76. Suppose the manufacturer is considering three pricing strategles: 1. Market a single mlarowave, with auto-defrost, at $76, to both men and women. 2. Market a single mlcrowave, with auto-defrost, at $133, to only men. 3. Market a simple microwave to women, at $57. Market a microwave, with auto-defrost, to men at $113. For simplicity, assume there Is only 1 man and 1 woman and that if the price of a microwave Is equal to an Individual's willingness to pay, the

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Chapter1: Financial Statements And Business Decisions
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A manufacturer of microwaves has discovered that female shoppers have little value for microwaves and attribute almost no extra value to an auto-
defrost feature. Male shoppers generally value microwaves more than women do and attribute greater value to the auto-defrost feature. There is little
additional cost to Incorporating an auto-defrost feature. Since men and women cannot be charged different prices for the same product, the
manufacturer Is considering Introdudng two different models. The manufacturer has determined that men value a simple microwave at $76 and one
with auto-defrost at $133, while women value a simple microwave at $57 and one with auto-defrost at $76.
Suppose the manufacturer Is considering three pricing strategles:
1. Market a single mlcrowave, with auto-defrost, at $76, to both men and women.
2. Market a single mlarowave, with auto-defrost, at $133, to only men.
3. Market a simple microwave to women, at $57. Market a microwave, with auto-defrost, to men at $113.
For simplicity, assume there Is only 1 man and 1 woman and that if the price of a microwave Is equal to an Individual's willingness to pay, the
Individual will purchase the microwave.
Use the following table to Indicate the revenue from men, the revenue from women, and the total revenue from each strategy.
Revenue from
Revenue from
Total Revenue from
Strategy
Men
Women
Strategy
1. Auto-Defrost Microwave only at $76
2. Auto-Defrost Microwave only at $133
3. Simple Microwave at $57, Auto-Defrost Microwave at $113
Suppose that, Instead of one man and one woman, the market for this microwave consisted entirely of men. For simplicity, you can assume this
means that there are two men, and no women.
Under these conditions, pricing strategy
would maximize revenue for the manufacturer.
Transcribed Image Text:A manufacturer of microwaves has discovered that female shoppers have little value for microwaves and attribute almost no extra value to an auto- defrost feature. Male shoppers generally value microwaves more than women do and attribute greater value to the auto-defrost feature. There is little additional cost to Incorporating an auto-defrost feature. Since men and women cannot be charged different prices for the same product, the manufacturer Is considering Introdudng two different models. The manufacturer has determined that men value a simple microwave at $76 and one with auto-defrost at $133, while women value a simple microwave at $57 and one with auto-defrost at $76. Suppose the manufacturer Is considering three pricing strategles: 1. Market a single mlcrowave, with auto-defrost, at $76, to both men and women. 2. Market a single mlarowave, with auto-defrost, at $133, to only men. 3. Market a simple microwave to women, at $57. Market a microwave, with auto-defrost, to men at $113. For simplicity, assume there Is only 1 man and 1 woman and that if the price of a microwave Is equal to an Individual's willingness to pay, the Individual will purchase the microwave. Use the following table to Indicate the revenue from men, the revenue from women, and the total revenue from each strategy. Revenue from Revenue from Total Revenue from Strategy Men Women Strategy 1. Auto-Defrost Microwave only at $76 2. Auto-Defrost Microwave only at $133 3. Simple Microwave at $57, Auto-Defrost Microwave at $113 Suppose that, Instead of one man and one woman, the market for this microwave consisted entirely of men. For simplicity, you can assume this means that there are two men, and no women. Under these conditions, pricing strategy would maximize revenue for the manufacturer.
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