Uber’s surge pricing received more attention last week with the large snow storm in the Northeast, when Uber agreed they would not “gouge” consumers. Prices would be higher than normal, but would not be excessive. Conversely, tickets to the Super Bowl on the secondary market were higher than ever. This past weekend, tickets in the upper deck, corner of the end zone were more than $12,000 each. Super Bowl tickets and surge pricing are both good examples of situational pricing strategies – adjusting prices according to the situation. How are you applying situational pricing?
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