dịch tiếng việt "1. Average Retail Price Charged at Each Company’s Regional Websites. Charging a higher online price than rival companies puts a company at a price-based competitive disadvantage against lower-priced rivals whereas charging a lower price results in a price-based advantage over higher-priced rivals—big cross-company price differences matter more than small differences and much more than “tiny” differences. But the more important price-related consideration affecting a company’s online sales/market share in each region is the amount by which its average online selling price in each region is above/below the regional all-company average. The more a company's regional online price is above the all-company average in a geographic region, the bigger and more important is its price-based competitive disadvantage and the more that online footwear shoppers in that region will be inclined to shift their purchases to lower-priced brands. Conversely, the more a company’s online price is below the all-company regional average and the online prices of other regional rivals, the greater is its price-based competitive advantage and the greater is the company’s potential for attracting greater numbers of online shoppers in the region to purchase its lower-priced brand, unless the buyer appeal of the company’s lower price is undercut by the company having an unattractively low S/Q footwear rating and/or comparatively few models/styles for buyers to choose among and/or a comparatively weak reputation/brand image, and/or other unappealing factors that matter to online shoppers. Low price alone won’t attract droves of buyers when a company’s footwear brand does not compare favorably with rival brands on other important factors that affect the preferences of footwear buyers for one brand versus another.
Consequently, it is important to understand that the size of any company’s pricing disadvantage or advantage versus rivals (and the resulting loss/gain in unit sales and market share) can be decreased/increased by its competitive standing versus rivals on all the factors affecting the brand preferences of online shoppers. Any company whose price exceeds the average prices of its regional rivals can narrow the sales and market share impact of its price-based competitive disadvantage when it has competitive edges over rivals on some/many other relevant buyer considerations—such as an above-average S/Q rating, more models/styles for buyers to select from, and/or a better company image/brand reputation. But the further a company's average price to retailers is above the average prices of rival companies, the harder it is for a company to use non-price enticements to overcome rising buyer resistance to the company’s higher priced footwear.
Similarly, any company whose price to retailers is below the average prices of its regional rivals can widen its price-based advantage over rivals when it also has a competitive edge over these rivals on some or many of the other competitive factors that determine a company’s online unit sales and online market share in a region. In addition, the further a company’s price is below the average being charged by regional rivals, the easier it becomes to offset any competitive disadvantages relating to a less attractive S/Q rating, fewer footwear models/styles to choose from, and other factors that govern the preferences of online shoppers for one brand of athletic footwear versus another."