Bargain Fever

How to Shop in a Discounted World

Mark Ellwood

3C

VIP Family

Sale

B2C

3C

3C

004

005

3C

006

007

30

Gap

POS NFC

30

008

009

122

4.

004

004

166

005

3C

5.

204

6.

012

3.0

024

1.

246

7. :

060

2.

280

8.

092

3.

324

328

 Mark
Markdown 1

3.0

99

3.0

013

Mohamed Al-

Fayed

21 Century

2121

21

Strand bookstore
1990

Bloomingdale's

3.0

014

015

happy hour

Wichcraft

Kate Gosselin

Geico

15 15%
Progressive Insurance
Flo

2007 16% 23%

7
10%

20% 2006

2011 40%
45% 8 15% 20%

Stephanie Courtney

Philip Green

Pillsbury Doughboy

2012 1

Entertainment Weekly

016

3.0

017

Seton Hall University

9
85%

3. 0

10
Zeke

12

3D SkyMall
Hoarders
Storage Wars
The Price Is Right

YouTube

3750 13 4

5 1994 UPC

3.0

018

019

 50

70 1980

14

2012 23

Alka-Seltzer

6500 15

1990

Bewitched

65% 4%

16

1980 1% 2011
0.7%17

18
3.0

3.0

Groupon

Robin Lewis
Lazard Frres 19 1980

020

Tiffany

3.0

021

eBay

Google

3.0

Shopper Gauge

20

Pottery

Barn

3.0

022

023

Black Midnight 21
Target 2011

46

298 250 iPod Touch 40

Nikon 99

1.

1.

025

Coach

Wal-Mart 32

VIP Kohl s

157

46

1.

Kohl s

Kim

026

Kohls

027

Kardashian

Fruit Loops

aha moment

Wolfram Schultz

dopamine agonists

22
23

24

028

1.

029

DLPFC

25

Kohl s

fMRI

1.

030

031

 26 Godiva

8 80

Debbie Downer

DNA
COMT

COMT 28

COMT

Amy Arnsten

29

COMT

1.

032

033

32 499 40 699 46 899

699

DM

12.95

7.77

Panera

16.99 6.59

10

Nordstrom
Michael Kors
110
Nordstrom

12.99

36.17

Ryan Gosling 30

1.

187 1.3

034

035

19.08 891.6

1000

COMT

Wipeout

31
neuroeconomics

32

10
10
15 10

90

Deal or No Deal

33

1.

036

037

transaction

utility

3500 8

34
3 5 3 8
3 3 3

84%
62%

Macy's
25 15
10
525
Home Depot

10
10
10
10

36

35NFL

1.

038

039

600 600 600

2.65

1.5

acquisition

utility

600 150

3.0

cost-plus pricing

1890
Alfred Marshall

Theodore Levitt

1.

040

041

marketing myopia

Price Optimization

1980

1990

Hermann Simon 37

39

16

99 1 99

Price elasticity of demand

1000

Professional Pricing Society 1984

Panera 16.99

38

2009

1.

042

043

 1400

40

Panera

40 41

125
21 42

J.Crew
J. Crew 650
1750 Coach 1200
Caroline
500

Neiman Marcus
300
Manolo

Blahniks

J. Crew

1.

044

Coach

045

Goldilocks

pricing
32 499
40 699 46 899

LG Nitro HD 3 49.99
649.99

15 19 4

45 4

32 46

Procter &

Gamble 1978

40

43

versioning

Luvs

46

32

1990

Luvs

1994

Sears Lowe s

1.

046

047

45
54 49 44

17%
3.4%

49 9

J. C. Penney

54 49 44

S. S. Kresge

K Kmart

Duncan Simester
46

University College London

Chris McManus 47

49

1.

44

048

049

3.99 1.99 4

1 26%

3.99 44%

4 18%

50

48

250 9

Camembert 6.53 8.5

0 5.08 6.6

Nordstrom 110

9.99

7.77 12.99

10 52

Robert Schindler

7 8

53

.88

99 51

.99 .00

1.

050

051

 .99 .00

10 55

8%

9 54

Secret 56

7 8

Cami Secret

36. 17 19. 08 7. 77

19.99 19.99

10 10 19.99

36.17

10

29.95 49.99 69.99

89.99

130 150

Johnston & Murphy 98

left digit effect

Uniqlo Gap

1.5 2

39.9 29.9 T

574

12.9

3.99 3

1.

052

Cami

053

 20%

1000

Sheena Iyengar

Crest 1955

2013 151
94 27 7
23

348

Wilkin & Sons 24

6

58

2005

3%

30%

1.

054

59

055

61

157

Supervalu 25% Kroger

62

Craigslist

60

15%

Kroger

63

Capn Crunch

1.

056

057

 250 10
0.5

0.5

058

. (Mark Ellwood)

:
:
2014.08
352 ;16*22
(Catch-on! ; HC0038)
:
Bargain fever : How to shop in a
discounted world
ISBN 978-986-5695-08-8

1. 2.
496.5
103014074

Copyright 2013 Mark Ellwood

All rights reserved including the right of reproduction in whole or in part in any form.
This edition published by arrangement with Portfolio, a member of Penguin Group (USA)
arranged through Andrew Nurnberg Associates International Ltd.
Complex Chinese Translation copyright2014
by Briefing Press, a Division of AND Publishing Ltd.
Catch-on! HC0038
Mark Ellwood

Briefing Press
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