Read these articles about personalized pricing in order:

2. Personalization or Price Discrimination?Links to an external site.
4. Proposed Rule Moves Department of Insurance Closer to Banning Illegal Price Discrimination Against Low-Income Drivers and Communities of ColorLinks to an external site.
6. The Regulation of Personalised Pricing in the Digital EraLinks to an external site.

Now, please connect the personalized pricing articles to the four market structures discussed in the unit and address the following questions:

• For which structure would personalized pricing work?
• Where does your industry and your company fall in the market structures?
• Would a personalized pricing model work in your industry? Are there ethical issues to personalized pricing in your industry?