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Yield management (YM) is a variable pricing strategy, based on understanding, anticipating and influencing consumer behavior in order to maximize revenue or profits from a fixed, time-limited resource (such as airline seats, hotel room reservations, or advertising inventory). [1]
A business can use a variety of pricing strategies when selling a product or ... This strategy of yield management is commonly used by the firms associated within the ...
This category of revenue management involves redefining pricing strategy and developing disciplined pricing tactics. The key objective of a pricing strategy is anticipating the value created for customers and then setting specific prices to capture that value.
For a good overview of pricing science methods and applications related to yield or revenue management, see Phillips [1] and the references cited therein. Williams [2] shows the connection between many of these problems and standard micro-economics.
Revenue-oriented pricing: (also known as profit-oriented pricing or cost-based pricing) - where the marketer seeks to maximize the profits (i.e., the surplus income over costs) or simply to cover costs and break even. [3] For example, dynamic pricing (also known as yield management) is a form of revenue oriented pricing.
The question now is how much demand for class 2 should be accepted so that the optimal mix of passengers is achieved and the highest revenue is obtained. Littlewood suggests closing down class 2 when the certain revenue from selling another low fare seat is exceeded by the expected revenue of selling the same seat at the higher fare. [2]
Price optimization utilizes data analysis to predict the behavior of potential buyers to different prices of a product or service. Depending on the type of methodology being implemented, the analysis may leverage survey data (e.g. such as in a conjoint pricing analysis [7]) or raw data (e.g. such as in a behavioral analysis leveraging 'big data' [8] [9]).
Some prices under price discrimination may be lower than the price charged by a single-price monopolist. Price discrimination can be utilized by a monopolist to recapture some deadweight loss. [10] [11] This pricing strategy enables sellers to capture additional consumer surplus and maximize their profits while offering some consumers lower prices.
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