Dynamic-pricing tools
They overthrow the tyranny of the fixed retail price, allowing prices to fit the particular circumstances of individual transactions. Such tools, which come in many forms, include eBay’s and uBid’s auctions and Priceline’s offer to "name your own price." Dynamic pricing, a potential "killer application" in many categories, could permit customers to make a wider variety of trade-offs between price and value than is possible in the current world, where most sellers offer a single fixed price to all buyers.
Can a marketer be trusted with sensitive personal and financial information? Consumers increasingly expect their identity and personal information to remain confidential when they go on-line to shop, and that, coupled with fear of on-line fraud, is what stops many consumers from even considering digital transactions.
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