368 صفحه
Pricing and Revenue Optimization
2011
Stanford University Press
Robert Phillips
مطالب
Chapter 1 Background and Introduction 1
1.1 Historical Background and Context 2
1.2 The Financial Impact of Pricing and Revenue Optimization 13
1.3 Organization of the Book 14
Chapter 2 Introduction to Pricing and Revenue Optimization 18
2.1 The Challenges of Pricing 18
2.2 Traditional Approaches to Pricing 22
2.3 The Scope of Pricing and Revenue Optimization 26
2.4 The Pricing and Revenue Optimization Process 29
2.5 Summary 35
2.6 Exercises 36
Chapter 3 Basic Price Optimization 38
3.1 The Price-Response Function 38
3.2 Price Response with Competition 55
3.3 Incremental Costs 59
3.4 The Basic Price Optimization Problem 61
3.5 Summary and Extensions 69
3.6 Exercises 70
Chapter 4 Price Differentiation 74
4.1 The Economics of Price Differentiation 75
4.2 Limits to Price Differentiation 77
4.3 Tactics for Price Differentiation 78
4.4 Volume Discounts 86
4.5 Calculating Differentiated Prices 89
4.6 Price Differentiation and Consumer Welfare 93
4.7 Summary 96
4.8 Exercises 96
Chapter 5 Pricing with Constrained Supply 99
5.1 The Nature of Supply Constraints 100
5.2 Optimal Pricing with a Supply Constraint 101
5.3 Opportunity Cost 103
5.4 Market Segmentation and Supply Constraints 104
5.5 Variable Pricing 106
5.6 Variable Pricing in Action 111
5.7 Summary 116
5.8 Exercises 117
Chapter 6 Revenue Management 120
6.1 History 121
6.2 Levels of Revenue Management 123
6.3 Revenue Management Strategy 123
6.4 The System Context 125
6.5 Booking Control 126
6.6 Tactical Revenue Management 131
6.7 Net Contribution in Revenue Management 136
6.8 Measuring Revenue Management Effectiveness 140
6.9 Revenue Management in Action 141
6.10 Summary 144
6.11 Exercise 146
Chapter 7 Capacity Allocation 149
7.1 Introduction 149
7.2 The Two-Class Problem 149
7.3 Capacity Allocation with Multiple Fare Classes 158
7.4 Capacity Allocation with Dependent Demands 165
7.5 Capacity Allocation in Action 169
7.6 Measuring Capacity Allocation Effectiveness 170
7.7 Summary 172
7.8 Exercises 173
Chapter 8 Network Management 176
8.1 Background and Introduction 176
8.2 When is Network Management Applicable? 177
8.3 A Linear Programming Approach 183
8.4 Virtual Nesting 189
8.5 Network Bid Pricing 195
8.6 Dynamic Virtual Nesting 202
8.7 Network Management in Action 202
8.8 Summary 204
8.9 Exercises 205
Chapter 9 Overbooking 207
9.1 Introduction 207
9.2 A Model of Customer Bookings 212
9.3 Solution Approaches 213
9.4 Extensions 228
9.5 Measuring and Managing Overbooking 233
9.6 Alternatives to Overbooking 235
9.7 *Appendix: Derivation of the Show Probability for Overbooking 237
9.8 Exercises 238
Chapter 10 Markdown Management 240
10.1 Background 241
10.2 Markdown Optimization 249
10.3 Estimating Markdown Sensitivity 256
10.4 Markdown Management in Action 258
10.5 Summary 261
10.6 Exercises 261
Chapter 11 Customized Pricing 264
11.1 Background and Business Setting 264
11.2 Calculating Optimal Customized Prices 269
11.3 Bid Response 277
11.4 Extensions and Variations 290
11.5 Customized Pricing in Action 297
11.6 Exercise 299
Chapter 12 Pricing and Revenue Optimization and Customer Acceptance 301
12.1 Price Presentation and Framing 304
12.2 Fairness 309
12.3 Implications for Pricing and Revenue Optimization 315
12.4 Summary 321
12.5 Exercise 321
Appendix A Optimization 323
A.1 Continuous Optimization 323
A.2 Linear Programming 324
A.3 Duality and Complementary Slackness 325
A.4 Discrete Optimization 326
Appendix B Probability 327
B.1 Probability Distributions 327
B.2 Continuous Distributions 330
B.3 Discrete Distributions 331
Pricing and Revenue Optimization, 2011