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Pricing

Five Reasons to Set Prices Too Low

Massive demand for New York’s version of Comic Con has led to lots and lots of tickets being sold to the event in the secondary market. According to this article, tickets are going for as much as three times the original face price. Let’s start with a statement of fact: The original price is too low. If you believe the market speaks, what it’s saying here is unmistakable. Comic Con expanded the floor space to let more people come and …

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Pricing

Tickets Are More Valuable When People Have Options

Imagine that you were considering buying a car for $25,000. It’s a car you like, and the payment fits your budget. You’re about to sign the paperwork when you notice a little provision at the bottom that says, “I hereby agree that I may not sell this car to a third party at any time.” In other words, you own this car ’til the wheels come off or blue smoke starts rising from the engine while you’re going down the …

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Pricing

Consumers Getting Wise to Primary-Secondary Market Shenanigans

A man in New Jersey who bought some pretty expensive tickets to the Super Bowl is suing the NFL for not releasing more tickets to be sold to the general public. His claim is that, according to New Jersey law, at least five percent of tickets must be available for regular people to buy. I don’t know anything about the merits of his case, but it shows that consumers are getting savvy to the idea that the primary market sellers …

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