供应链管理英文课件：Ch15 Pricing and Revenue Management

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Why Revenue Management?
– A strategy that adjusts prices based on product availability, customer demand, and remaining duration of the sales season will result in higher supply chain profits
Supply Chain Management (3rd Edition)
Chapter 15 Pricing and Revenue Management
in the Supply Chain
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Outline
– Airline seats: leisure versus business travel
The product is highly perishable or product waste occurs
– Fashion and seasonal apparel – High tech products
The Role of Revenue Management in the Supply Chain Revenue Management for Multiple Customer Segments Revenue Management for Perishable Assets Revenue Management for Seasonable Demand Revenue Management for Bulk and Spot Customers Using Revenue Management in Practice Summary of Learning Objectives
Revenue management, also called yield management, and sometimes smart pricing, is a technique to optimize revenue from a fixed, but perishable inventory
Douglas Ivester, Chairman and CEO
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Conditions for Revenue Management
The value of the product varies in different market segments
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What is Revenue Management?
Revenue management is the practice of differential pricing to increase supply chain profits
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What is Revenue Management?
Is revenue management possible for…
– Airline tickets – Cruise travel – Restaurants – Hospitals – LTL trucking companies – Apartment rental – Incoming MBA class – Vending machines
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Revenue Management and Vending Machines
Coca-Cola announces that it is considering vending machines that will boost prices during hot weather.
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Байду номын сангаас
Revenue Management
Revenue Management: Maps capacity into demand
Newsvendor problem:
Maps demand into capacity
– “Coca-Cola is a product whose utility varies from moment to moment. In a final summer championship, when people meet in a stadium to enjoy themselves, the utility of a chilled Coca-Cola is very high. So it is fair it should be more expensive. The machine will simply make this process automatic.”
Demand has seasonal and other peaks
– Cruise travel
The product is sold both in bulk and on the spot market
– Owner of warehouse who can decide whether to lease the entire warehouse through long-term contracts or save a portion of the warehouse for use in the spot market