pricing and revenue management - pearson always learning定价和收益管理-皮尔森一直在学习

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1、PricingandRevenueManagement12LearningObjectivesWhatisrevenuemanagement?Whydofirmsofferdifferentialpricestodifferentmarketsegments?Whataretheconditionsunderwhichrevenuemanagementcanbepractisedinaneffectiveway?Howdofirmsmakeoptimalpricingdecisioninthecontextofrevenuemanagement?Whydoesthefash

2、ionindustryoffermarkdownpricingduringtheendoftheseason?RevenueManagementThetraditionalapproachinvolveshierarchicaldecisionmakingMarketingfunctionmakesdecisionsonpricingandothermarketingvariablesandsupplychainfunctionmakesrelevantsupplychaindecisions.Inlimitedsupplysituation,itisimportantto

3、makeintegrateddecisionswherepricingdecisionsinparticularandoverallmarketingdecisionsingeneralshouldfactorinlimitedsupplyavailability.Supplyislimitedbytheavailablecapacityinperishableproductsorservicesituations.Sinceonecannotstoreperishableproductsandservices,thecapacityofplaneorahoteloratr

4、uckrestrictsthesupplypositioninthesebusinesses.Supplyislimitedbyavailableinventoryinlongleadtimesupplysituations.Theabilitytohandledemandisconstrainedbythefactthatthesupplierneedsalonglead-timeand,withinthatperiodthefirmhastomanagewiththeinventoryavailableathand.Underconditionsoflimitedsup

5、ply,thebulkofthecapacityandsupply-relatedcostshavealreadybeenincurredandconsequentlyrevenuemanagementattemptstomakeoptimalpricingdecisionsothatthefirmcangeneratethehighestpossiblerevenuesoastogeneratethehighestpossibleprofit.OptimalPricingDecision:SingleCustomersegmentLineardemandcurveD=a

6、-bpD=demandandp=priceanda&bareparametersofdemandcurvePricing:Nocapacityconstraint,zerovariablecostP*=a/2b&Revenue*=a2/4bP*&Revenue*=optimalprice&RevenuerespectivelyPricingundercapacityconstraintP*=(a–capacity)/bPricinginasituationinvolvingsignificantvariablecostP*=(a+bc)/2bwherec=variablec

7、ostDemand=160-20*priceRevenue=160*Price-20*Price2DemandandRevenueCurveRevenueManagementforMultipleCustomerSegmentsRequiredconditionsforApplicabilityofRevenueManagementCapacityisperishableOnecannotstoreunusedairlineseatorunusedhotelroomThesameunitofcapacitycanb