Professional Documents
Culture Documents
Session 18
April 17th, 2018
Last Class
• Price-based RM
• Willingness-to-pay
• Revenue maximization
• Cost
o Direct cost of the compensation
o Travel arrangement cost
o The ill-will cost
$105 - $405 = $-
#No show ≤ 10 300
!" = −!%&"
!'.)*+ =
− !'.,-% = −'. .*
Uncertain demand: Demand for high fare Uncertain demand: Demand for
tickets newspapers
Understocking cost = full fare – discounted Understocking cost = retail selling price –
D(p)
P*
• Given a price P*
• w(p): probability a customer is willing to pay (exactly) p for a unit of the product
Price 0 1 2 3
Number of 10 60 20 10
customers
Frequency .1 .6 .2 .1
∑%:()*( "($% )
W(p)
$%$&
Probability customer will purchase at !" = $%$
1
!−!
! !" ! D(p)
Price
! !
100
D
50 D
Predicted D
0
0 20 40 60 80 100
P
• Obsolescence
• E.g., markdown before the arrival of the next generation of iPad
• Time of use
• E.g., markdown for winter coats in February
• Deterioration
• E.g., 1-day old bread/bakery sold at half price
Markdown season
DM(p) = 20 - 4p
pM = ?
Regular season
DR(p) = 10 – p
pR = ?
Source: https://www.youtube.com/watch?v=33aaQdtD20k