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Some businesses which supply two or more separate markets from a single source may decide to charge a higher price for sales to home markets...

Some businesses which supply two or more separate markets from a single source may decide to charge a higher price for sales to home markets than for export sales. The businesses may justify their pricing policy by stating that they need to earn foreign exchange from foreign markets and recover their research and development costs, plus production overheads against home demand.
Required:
i Critically explain briefly the rationale for such a differential pricing policy.
ii Should earning of foreign exchange be a factor in a firm's pricing policy.

Answers


Kavungya
(i) The price in the home market is based on full absorption cost plus pricing, whereas the price
in the overseas market is based on partial absorption or variable cost-plus pricing. Therefore
both price methods are on cost-plus basis. The rationale for such an approach is as follows:
Home Market
Absorption cost-plus pricing is the norm in the home market, with all companies adopting
this approach. Consequently the pricing method encourages price stability.
The home market provides high volume sales and can therefore bear the full costs.
Export Market
The export market is more competitive, and a price penetration policy might be adopted in
order to obtain a significance share of the market. Consequently, the pricing objective might
be to set a selling pricing in excess of incremental costs.
Firms might view export business as a means of utilizing any unused capacity. Consequently,
overheads have already been recovered in the home market and contribution pricing
methods are adopted in the overseas market.
The firm might consider sales in the export market to be uncertain, and short-term prices are
set so as to cover short-run costs only.

(ii) The main objection to the above pricing methods is that they are cost-based and ignore price
demand relationships. Prices should be set by equating the marginal cost schedule with the
sum of the marginal revenue schedules of the two countries.
Kavungya answered the question on May 3, 2021 at 13:47

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