The pricing and revenue management of services: a strategic approach
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London u.a.
Routledge
2008
|
| Ausgabe: | 1. publ. |
| Schriftenreihe: | Routledge advances in management and business studies
36 |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXII, 174 S. |
| ISBN: | 0415350778 9780415350778 020369659x 9780203696590 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804137984492044288 |
|---|---|
| adam_text | Contents
List of figures xjj
List of tables xiv
List of boxes xv
Preface xvi
Acknowledgements xix
Chapter synopses xx
1 Introduction 1
Service pricing in practice 1
The study of pricing 4
The importance of the service sector 7
Definition of service 9
Service pricing - issues and challenges 11
Service characteristics impact on pricing 13
The cost-plus approach in pricing 16
Complexity of service pricing 18
PART I
The buyer as an individual 21
2 The expected net value (ENV) framework 23
Buyer choice 23
The ENV framework 26
Conclusion 39
3 Advanced purchase and the separation of purchase and
consumption 41
Risk at the point of purchase: valuation risk 42
Risk at the point of purchase: acquisition risk 46
x Contents
Bringing acquisition and valuation risks into the ENV
framework 48
The marketing mix and its role in delivering net value 49
Competition: its influence on the ENV 53
Random components of choice 56
The expectations of service customers 62
Understanding the strategic nature of ENV 66
Trading off benefits and outlays 68
4 Seven strategies for higher revenues 70
Strategy 1: price on value, not cost 70
Strategy 2: convert pareto loss into revenue 72
Strategy 3: decouple purchase (exchange) and consumption 76
Strategy 4: mitigate risk in valuation for advance purchase 78
Strategy 5: change the benefits 79
Strategy 6: customer effort could yield higher revenue 81
Strategy 7: find the highest end-value in intermediating
services 85
Conclusion 87
PART II
Buyers in aggregate 89
5 The economics of pricing in services 91
The demand function 91
Understanding price elasticity 93
The role of supply and capacity 96
Price discrimination 101
Advanced selling, demand and price discrimination 104
Dynamic pricing 105
6 The revenue management of services 108
Introduction to revenue management 108
The evolution and scope of revenue management 113
Revenue management and advanced demand behaviour 116
Revenue management practices and tools 120
Competition and revenue management 124
Fairness and revenue management 125
7 Strategic pricing and revenue management: four more
strategies for higher revenue 129
The ability to practise revenue management 129
Contents xi
The new revenue management system 130
The role of capacity 133
Strategy 8: re-segment, re-design and re-price 137
Strategy 9: segmenting and pricing through self-selection 142
Strategy 10: managing demand and supply through re-sale and
refunds 145
Strategy 11: selling availability of the service 147
8 Conclusion 149
Strategise with care: the need to understand how buyers and
stakeholders view service pricing strategies 149
Service pricing vs goods pricing 149
More channels, more segments, more brands 151
Cross-functional approach towards pricing policies 151
Notes 153
Index 169
Figures
1.1 Music is now available to subscribers 2
1.2 No tangible product 15
2.1 Changing expectations after consumption 25
2.2 Evaluation of net value 26
2.3 Expected benefits 27
2.4 Another way of classifying attributes 30
2.5 Expected outlays 32
2.6 Reducing non-monetary costs by paying 33
2.7 The Singapore Airlines Business Class seats 34
2.8 Self checkout at Walmart 35
2.9 The buyer decision process for services 35
2.10 What price would you pay to avoid going? 40
3.1 Buyer-seller exchange for a typical good and a service 42
3.2 An outdoor concert at the Soundshell in Botanic Gardens,
Wellington, New Zealand 45
3.3 Discounted theatre tickets at New York s Times Square - but
what type of seats? 49
3.4 Sensitising the buyer 50
3.5 Information and its influence on value 50
3.6 A drive-through automated teller machine (ATM) offered by
Citibank in Singapore provides convenience 51
3.7 A new channel for postal services 52
3.8 Motivation to buy is subject to influence from alternatives and
random factors 54
3.9 Having the benefit of a fax machine without the machine 56
3.10 The full ENV framework 61
3.11 Gaps model of service quality 62
3.12 Increase in ENV 63
3.13 Repeat purchase when a service is below expectations 65
3.14 The difference between the traditional understanding and
revised understanding of value 67
3.15 The augmentation trend and its implication on pricing 68
4.1 Options for higher revenue 73
Figures xiii
4.2 Shuttle service at Hong Kong airport 75
4.3 An example of a service purchased in advance that may not
be consumed 77
4.4 Sushi on a conveyor belt 82
4.5 Communicating the value of a university degree 84
4.6 How would you value an intermediating service? 87
5.1 Demand function 92
5.2 Consumer surplus 93
5.3 Revenue functions 98
5.4 Demand function of a firm with capacity constraints 98
5.5 Price discrimination when buyers preferences are not known 103
5.6 Third degree price discrimination 104
5.7 The three characteristics of advanced demand 105
6.1 The advanced demand exchange system 110
6.2 What a complete revenue management system should look like 111
7.1 Interdependence of the four decision sets in revenue
management 134
7.2 Building a typical service blueprint 138
7.3 The service encounter and impact of external stimuli 139
7.4 Uncertain waiting is longer than known, finite waiting 141
7.5 Occupied time feels shorter 141
7.6 Converting from pricing on delivery to pricing on availability 148
Tables
1.1 When is a buyer charged different prices? 1
1.2 The many different terms for price in services 8
1.3 A selection of published articles on services pricing in different
industries 12
2.1 Key definitions of value, satisfaction and quality 25
2.2 Top ten pure service brands 31
3.1 Consequences of acquisition risk and valuation risk 47
5.1 Demand and marginal revenue for theatre tickets 97
5.2 Dutch auction: the bidding process 102
6.1 Revenue management practices in different industries 112-113
7.1 The ability to practise revenue management 131-132
Boxes
1.1 Examples of pricing techniques on the internet 2-3
1.2 Some of the objectives of pricing in services 6
1.3 Some ways of thinking about services 9
2.1 Definition of attributes and benefits 27-28
2.2 Attributes of a service experience 28-29
2.3 Common risks associated with the consumption of services 36
2.4 The complexity of determining what a service is worth 38-39
3.1 Challenges in distributing services 52-53
3.2 Hygiene factors in services 69
4.1 From fair-trade to carbon neutral? 76
4.2 Gaining through differentiation 78-79
4.3 Involving the customer 83
4.4 University - a co-created service 84-85
5.1 Social influence on price 95-96
5.2 Definition of three revenue functions 97
5.3 The strategic use of unused service capacity 99-101
5.4 Illustration of a Dutch auction 102
6.1 Mathematical formulations in revenue management 124
6.2 An email from an airline ticket buyer 126
7.1 Determining capacity - an operations perspective 135-137
7.2 The psychology of waiting lines 140
7.3 Six steps towards separating markets and differentiated pricing 144
7.4 Self-selection in the credit card industry 144-145
8.1 Pricing airport services 150-151
|
| adam_txt |
Contents
List of figures xjj
List of tables xiv
List of boxes xv
Preface xvi
Acknowledgements xix
Chapter synopses xx
1 Introduction 1
Service pricing in practice 1
The study of pricing 4
The importance of the service sector 7
Definition of service 9
Service pricing - issues and challenges 11
Service characteristics impact on pricing 13
The cost-plus approach in pricing 16
Complexity of service pricing 18
PART I
The buyer as an individual 21
2 The expected net value (ENV) framework 23
Buyer choice 23
The ENV framework 26
Conclusion 39
3 Advanced purchase and the separation of purchase and
consumption 41
Risk at the point of purchase: valuation risk 42
Risk at the point of purchase: acquisition risk 46
x Contents
Bringing acquisition and valuation risks into the ENV
framework 48
The marketing mix and its role in delivering net value 49
Competition: its influence on the ENV 53
Random components of choice 56
The expectations of service customers 62
Understanding the strategic nature of ENV 66
Trading off benefits and outlays 68
4 Seven strategies for higher revenues 70
Strategy 1: price on value, not cost 70
Strategy 2: convert pareto loss into revenue 72
Strategy 3: decouple purchase (exchange) and consumption 76
Strategy 4: mitigate risk in valuation for advance purchase 78
Strategy 5: change the benefits 79
Strategy 6: customer effort could yield higher revenue 81
Strategy 7: find the highest end-value in intermediating
services 85
Conclusion 87
PART II
Buyers in aggregate 89
5 The economics of pricing in services 91
The demand function 91
Understanding price elasticity 93
The role of supply and capacity 96
Price discrimination 101
Advanced selling, demand and price discrimination 104
Dynamic pricing 105
6 The revenue management of services 108
Introduction to revenue management 108
The evolution and scope of revenue management 113
Revenue management and advanced demand behaviour 116
Revenue management practices and tools 120
Competition and revenue management 124
Fairness and revenue management 125
7 Strategic pricing and revenue management: four more
strategies for higher revenue 129
The ability to practise revenue management 129
Contents xi
The new revenue management system 130
The role of capacity 133
Strategy 8: re-segment, re-design and re-price 137
Strategy 9: segmenting and pricing through self-selection 142
Strategy 10: managing demand and supply through re-sale and
refunds 145
Strategy 11: selling availability of the service 147
8 Conclusion 149
Strategise with care: the need to understand how buyers and
stakeholders view service pricing strategies 149
Service pricing vs goods pricing 149
More channels, more segments, more brands 151
Cross-functional approach towards pricing policies 151
Notes 153
Index 169
Figures
1.1 Music is now available to subscribers 2
1.2 No tangible product 15
2.1 Changing expectations after consumption 25
2.2 Evaluation of net value 26
2.3 Expected benefits 27
2.4 Another way of classifying attributes 30
2.5 Expected outlays 32
2.6 Reducing non-monetary costs by paying 33
2.7 The Singapore Airlines Business Class seats 34
2.8 Self checkout at Walmart 35
2.9 The buyer decision process for services 35
2.10 What price would you pay to avoid going? 40
3.1 Buyer-seller exchange for a typical good and a service 42
3.2 An outdoor concert at the Soundshell in Botanic Gardens,
Wellington, New Zealand 45
3.3 Discounted theatre tickets at New York's Times Square - but
what type of seats? 49
3.4 Sensitising the buyer 50
3.5 Information and its influence on value 50
3.6 A drive-through automated teller machine (ATM) offered by
Citibank in Singapore provides convenience 51
3.7 A new channel for postal services 52
3.8 Motivation to buy is subject to influence from alternatives and
random factors 54
3.9 Having the benefit of a fax machine without the machine 56
3.10 The full ENV framework 61
3.11 Gaps model of service quality 62
3.12 Increase in ENV 63
3.13 Repeat purchase when a service is below expectations 65
3.14 The difference between the traditional understanding and
revised understanding of value 67
3.15 The augmentation trend and its implication on pricing 68
4.1 Options for higher revenue 73
Figures xiii
4.2 Shuttle service at Hong Kong airport 75
4.3 An example of a service purchased in advance that may not
be consumed 77
4.4 Sushi on a conveyor belt 82
4.5 Communicating the value of a university degree 84
4.6 How would you value an intermediating service? 87
5.1 Demand function 92
5.2 Consumer surplus 93
5.3 Revenue functions 98
5.4 Demand function of a firm with capacity constraints 98
5.5 Price discrimination when buyers'preferences are not known 103
5.6 Third degree price discrimination 104
5.7 The three characteristics of advanced demand 105
6.1 The advanced demand exchange system 110
6.2 What a complete revenue management system should look like 111
7.1 Interdependence of the four decision sets in revenue
management 134
7.2 Building a typical service blueprint 138
7.3 The service encounter and impact of external stimuli 139
7.4 Uncertain waiting is longer than known, finite waiting 141
7.5 Occupied time feels shorter 141
7.6 Converting from pricing on delivery to pricing on availability 148
Tables
1.1 When is a buyer charged different prices? 1
1.2 The many different terms for price in services 8
1.3 A selection of published articles on services pricing in different
industries 12
2.1 Key definitions of value, satisfaction and quality 25
2.2 Top ten pure service brands 31
3.1 Consequences of acquisition risk and valuation risk 47
5.1 Demand and marginal revenue for theatre tickets 97
5.2 Dutch auction: the bidding process 102
6.1 Revenue management practices in different industries 112-113
7.1 The ability to practise revenue management 131-132
Boxes
1.1 Examples of pricing techniques on the internet 2-3
1.2 Some of the objectives of pricing in services 6
1.3 Some ways of thinking about services 9
2.1 Definition of attributes and benefits 27-28
2.2 Attributes of a service experience 28-29
2.3 Common risks associated with the consumption of services 36
2.4 The complexity of determining what a service is worth 38-39
3.1 Challenges in distributing services 52-53
3.2 Hygiene factors in services 69
4.1 From fair-trade to carbon neutral? 76
4.2 Gaining through differentiation 78-79
4.3 Involving the customer 83
4.4 University - a co-created service 84-85
5.1 Social influence on price 95-96
5.2 Definition of three revenue functions 97
5.3 The strategic use of unused service capacity 99-101
5.4 Illustration of a Dutch auction 102
6.1 Mathematical formulations in revenue management 124
6.2 An email from an airline ticket buyer 126
7.1 Determining capacity - an operations perspective 135-137
7.2 The psychology of waiting lines 140
7.3 Six steps towards separating markets and differentiated pricing 144
7.4 Self-selection in the credit card industry 144-145
8.1 Pricing airport services 150-151 |
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| id | DE-604.BV035047094 |
| illustrated | Not Illustrated |
| index_date | 2024-07-02T21:55:12Z |
| indexdate | 2024-07-09T21:20:59Z |
| institution | BVB |
| isbn | 0415350778 9780415350778 020369659x 9780203696590 |
| language | English |
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| record_format | marc |
| series | Routledge advances in management and business studies |
| series2 | Routledge advances in management and business studies |
| spelling | Ng, Irene C. L. Verfasser aut The pricing and revenue management of services a strategic approach Irene C. L. Ng 1. publ. London u.a. Routledge 2008 XXII, 174 S. txt rdacontent n rdamedia nc rdacarrier Routledge advances in management and business studies 36 Diensten gtt Prijsbeleid gtt Strategisch management gtt Yield management gtt Revenue management Preispolitik (DE-588)4047118-4 gnd rswk-swf Dienstleistungsbetrieb (DE-588)4012181-1 gnd rswk-swf Revenue Management (DE-588)4444408-4 gnd rswk-swf Dienstleistungssektor (DE-588)4012183-5 gnd rswk-swf Dienstleistungssektor (DE-588)4012183-5 s Revenue Management (DE-588)4444408-4 s Preispolitik (DE-588)4047118-4 s DE-604 Dienstleistungsbetrieb (DE-588)4012181-1 s DE-188 Routledge advances in management and business studies 36 (DE-604)BV011193797 36 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016715829&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Ng, Irene C. L. The pricing and revenue management of services a strategic approach Routledge advances in management and business studies Diensten gtt Prijsbeleid gtt Strategisch management gtt Yield management gtt Revenue management Preispolitik (DE-588)4047118-4 gnd Dienstleistungsbetrieb (DE-588)4012181-1 gnd Revenue Management (DE-588)4444408-4 gnd Dienstleistungssektor (DE-588)4012183-5 gnd |
| subject_GND | (DE-588)4047118-4 (DE-588)4012181-1 (DE-588)4444408-4 (DE-588)4012183-5 |
| title | The pricing and revenue management of services a strategic approach |
| title_auth | The pricing and revenue management of services a strategic approach |
| title_exact_search | The pricing and revenue management of services a strategic approach |
| title_exact_search_txtP | The pricing and revenue management of services a strategic approach |
| title_full | The pricing and revenue management of services a strategic approach Irene C. L. Ng |
| title_fullStr | The pricing and revenue management of services a strategic approach Irene C. L. Ng |
| title_full_unstemmed | The pricing and revenue management of services a strategic approach Irene C. L. Ng |
| title_short | The pricing and revenue management of services |
| title_sort | the pricing and revenue management of services a strategic approach |
| title_sub | a strategic approach |
| topic | Diensten gtt Prijsbeleid gtt Strategisch management gtt Yield management gtt Revenue management Preispolitik (DE-588)4047118-4 gnd Dienstleistungsbetrieb (DE-588)4012181-1 gnd Revenue Management (DE-588)4444408-4 gnd Dienstleistungssektor (DE-588)4012183-5 gnd |
| topic_facet | Diensten Prijsbeleid Strategisch management Yield management Revenue management Preispolitik Dienstleistungsbetrieb Revenue Management Dienstleistungssektor |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016715829&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| volume_link | (DE-604)BV011193797 |
| work_keys_str_mv | AT ngirenecl thepricingandrevenuemanagementofservicesastrategicapproach |