Which pricing strategy might involve setting a high price initially before gradually lowering it?

The correct answer is price skimming. This strategy involves setting a high initial price for a new or innovative product to maximize profits from segments of the market that are willing to pay a premium. Over time, as the initial demand from early adopters wanes, the price is gradually lowered to attract a broader customer base. This approach allows businesses to recover their investment in research and development quickly and establishes a perception of high value.

In contrast, penetration pricing involves setting a low initial price to quickly gain market share and attract a larger customer base. Loss leader pricing is focused on selling products below cost to draw customers into a store, with the expectation that they will purchase additional items at regular prices. Competitive pricing entails setting prices based on competitors' pricing strategies, rather than starting high and then decreasing the price. Understanding these distinctions helps clarify how price skimming seeks to capitalize on consumer willingness to pay more at launch and systematically reduce prices to capture additional segments of the market.