Ethics Many successful retailers use a loss leader pricing strategy, in which they advertise an ilem at aprice below their cost and sell the item at that priceto get customers into their store. They feel that thesecustomers will continue to shop with their companyand that they will make a profit in the long run. Doyou consider this an unethical practice? Who benefitsand who is hurt by such practices? Do you think thepractice should be made illegal, as some states havedone? How is this different from bait-and-switchpricing?

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
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Ethics Many successful retailers use a loss leader pricing strategy, in which they advertise an ilem at a
price below their cost and sell the item at that price
to get customers into their store. They feel that these
customers will continue to shop with their company
and that they will make a profit in the long run. Do
you consider this an unethical practice? Who benefits
and who is hurt by such practices? Do you think the
practice should be made illegal, as some states have
done? How is this different from bait-and-switch
pricing?

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