Newsflash -Dynamic Pricing
back to the first time you bought something on an auction site and try to remember how it
felt. It was pretty fun, wasn't it? Now businesses are getting into the action as auctions
play a greater role in business-to-business commerce.
Today's auction sites come as close to
one-to-one online marketing as you can get, but for some companies, the marketing risks of
selling through auctions may outweigh the advantages. A company's customers have a wide
range of purchase criteria - some customers are very price sensitive, while other
customers emphasize non-price criteria. One way to serve both segments is to add a link on
your site that takes the price-conscious customers to an auction site where they can bid
for products. This allows you to separate customers into two broad categories: low-price
shoppers and total-value shoppers.
Many people initially thought online
auctions would be used by companies mainly to sell off surplus or out-of-date products;
however, auctions have had a tremendous impact on the way corporations do business. So
much so that Forrester Research predicts about 50 percent of online business in 2002 will
be conducted via auctions.
Most of the talk about "dynamic
pricing" has centered on web-based auctions where the buyer determines the price
(within limits set by the seller). However, the use of exchanges - similar to stock
exchanges - that compare the bids of multiple buyers to the available products from
multiple sellers can help buyers find the absolute lowest price for a particular product.
Typically, dynamic pricing works well
when the features and quality of the product are well known to the customer, and the main
variables are availability and price. Take, for instance, the stock market. Each share of
IBM common stock is just like all other shares of IBM common stock. The auction-style
bidding that takes place at the stock exchange matches bidders and sellers who know what
the "product" is.
Manufacturers are starting to
experiment with conducting their own private auctions to accomplish several marketing
goals. In addition, another type of auction - reverse auctions - allows a company to
publicize its need for products of a particular type, quality, and delivery schedule, then
receive bids from potential vendors.
Corporations have been
rather slow to adopt auctions as a way to make purchases, mostly because they have
established procedures for certifying new vendors. And they also have concerns about
quality, warranties, and delivery times. The implications for marketers looking for ways
to differentiate their products can be dramatic. Why should a company participate in
auctions where they don't have control over the price?
There are a number of benefits for a
company selling products online within an auction format:
Reaching new customers who are price
Helping dealers move used and
Providing your best customers with a
private market for your products.
Tapping into a customer base looking
for low prices over non-price features.
Targeting unsuccessful bidders as
new sales leads.
However, there are a few potential
pitfalls as well:
Diminishing the image of
Reducing margins on products sold
Extra strain on your order
fulfillment department or partner.
Get-In2's Top Name Brand discounter is
OverStock.com. Great prices -#1 in after sales service and low freight fees ...all just
got BETTER. They are now offering the Ultimate in a online wholesale Buyers club making
Sam's Club and Cosco memberships obsolete. No tricks -no spam and no way even coupons or
rebates can match the Club-O savings. Every one of their 250,000 products display the
immediate Club-O savings, so fill up your shopping cart today. You'll see that the
discount is less then the membership fee. I've got to be honest. The moment you join I no
longer receive any commission on referral sales from Get-In2 links. You, the savvy
shopper, win ...I lose... buy you'll remember Get-In2! I've created the below
specialized shopping category landing pages to help you get right to their top BEST BUYS
in each main category!
The Ultimate Overstock Kitchen Store...
dishes, table linens, decor and more
The Ultimate Home Entertainment and Electronics store...
TVs, DVD players,
Sterios, Cameras, camcorders, computers, VCRs and the lowest prices on movies and music
CDs on the internet. Large Screen TV and home theater setups ship for just $1.00 for
The Ultimate Do-It-Yourself shop..
Power tools, saws,
hand tools, work benches, yard tools, compressors
The Ultimate Overstock Bedroom Storefront..
bathroom items,comforters, personal care products like razors
The Ultimate Overstock Home Decor Store...
area rugs, lamps,
furniture, pottery, Art, Lighting, Fans, collectables, curtains, seat covers
The Ultimate Overstock Garden-Patio Store...
fountains, figurines, garden tools, yard lighting, umbrellas, grills, planters
The Ultimate Home Furniture shop..
sofas, desks, mirrors, Dressers, Hutches for every room in the house with only a flat fee
shipping never more then $2.95 on complete order.
Authentic Name Brand purses at Closeout Prices.. click here.
is the #1 brand discounter on the web. Youll find top-quality, name-brand
merchandise for up to 70% off, every day of the week. Enjoy clearance prices on
Electronics, Computers, Housewares, Bedding, Jewelry, Home Décor and a great selection of
quality name brands; brands like Samsonite, Dell, Nikon, Timberland, Fieldcrest, RCA,
Sony, IBM and more. Brand name
closeouts, manufacturer overruns and excess inventories are now available to all consumers
through Get-in2's alliance with OverStock Inc. Year after year OverStock is
our top merchant offering unbelievable prices and service for savvy shoppers. Just type
the product keywords in the below search box to see what OVERSTOCK has on sale today....
It does appear that the dynamic
pricing model, whether it's auction or exchanges, will have a significant impact on the
way companies sell and distribute goods. In the near future, it'll be important to
integrate outsourced or company -operated auction systems into both marketing and
procurement systems. There are a number of premier auction software products and services
that IMS uses to add auction functionality to client's sites or enable participation in
If you have a committee studying how
to implement enterprise resource planning (ERP), it should expand its planning to include
dynamic pricing systems. While you consider using dynamic pricing in private auctions for
certain customers, keep in mind about the legal implications of giving special prices only
to certain customers over others.
In the near term, you may want to start planning to participate in
online auctions in a limited way to gain experience with this form of selling. And while
you're exploring dynamic pricing models, hop onto one of the auction sites and experience
making some of your personal purchases through auctions. It's fun, exciting, and can
sometimes save you a chunk of money. ... IMS webmaster Mike
Spice up your site with our award winning designs. We sponsor a virtual network
of webmasters, Database and legacy application programmers and graphics artists. IMS
offers you: Visual Excitement, creative writing team and expert Ecommerce advice. Our
newest product offers the small business owner the most complete EZ commerce solution ever devised...take a look!
"Vision without action is just a day
Action without vision can be a nightmare"
Combine the two and you have the makings of a profitable
Computer Hardware, PC Components, Computer Parts and PC Accessories
Check out Newegg’s wide selection of Computers and Computer Accessories at bargain prices.
A leader in Computer Hardware and a different breed of e-marketer, Newegg.com is
famous for providing the most comprehensive computer hardware product selection to its
users, with special focus given to DIY users ranging from beginner to absolute hardcore.
We stock all forms of computer hardware, from entry level to the most up-to-date, cutting
edge products. There is also a wealth of useful information such as customer reviews, Item
Intelligence, and Expert's Opinions to make your Newegg experience exceptional. We bring
you the great prices and excellent customer service that has made devoted fans out of
millions or repeat shoppers. Hard Drives, Internal or External, All available at Newegg.com
| Check out Newegg’s wide selection of laptops and accessories.
| Click Here for Newegg.com Clearance Items.
| Wide selection of System Memory upgrades
| Combo Deals save you big bucks... click here to view!
COMPUTER related categories from our most trusted merchants.
Personal Insights to reflect on....
You cannot motivate the best people with money. Money
is just away to keep score. The best people in any field are motivated by passion.
WebWorld Mall The PcStore Art
Gallery Computers Cameras
Toys IMS Web Work Hobby Shoppe Wholesale Club Fashions