Revenue Optimization [URL] Second Edition ROBERT L. PHILLIPS This book offers the first introduction to the concepts, theories, and applications of pricing and revenue optimization. From the initial success of "yield management" in the commercial airline industry down to more recent successes of markdown management and dynamic pricing, the application of mathematical analysis to optimize pricing has become increasingly important across many different industries. But, since pricing and revenue optimization has involved the use of sophisticated mathematical techniques, the topic has remained largely inaccessible to students and the typical manager. With methods proven in the MBA courses taught by the author at Columbia and Stanford Business Schools, this book presents the basic concepts of pricing and revenue optimization in a form accessible to MBA students, MS students, and advanced undergraduates. In addition, managers will find the practical approach to the issue of pricing and revenue optimization invaluable. With updates to every chapter, this second edition covers topics such as estimation of price- response functions and machine-learning-based price optimization. New discussions of applications of dynamic pricing and revenue management by companies such as Amazon, Uber, and Disney, and in industries such as sports, theater, and electric power, are also included. In addition, the book provides current coverage of important applications such as revenue management, markdown management, customized pricing, and the behavioral economics of pricing.
to Pricing and Revenue Optimization 2.1節 The Challenges of Pricing 2.2節 Traditional Approaches to Pricing 2.3節 The Scope of Pricing and Revenue Optimization 2.4節 The Pricing and Revenue Optimization Process 2.5節 Summary 2.6節 Further Reading 2.7節 Exercise
to Pricing and Revenue Optimization 2.1節 The Challenges of Pricing 2.2節 Traditional Approaches to Pricing 2.3節 The Scope of Pricing and Revenue Optimization 2.4節 The Pricing and Revenue Optimization Process 2.5節 Summary 2.6節 Further Reading 2.7節 Exercise
to Pricing and Revenue Optimization 2.1節 The Challenges of Pricing 2.2節 Traditional Approaches to Pricing 2.3節 The Scope of Pricing and Revenue Optimization 2.4節 The Pricing and Revenue Optimization Process 2.5節 Summary 2.6節 Further Reading 2.7節 Exercise
Cost-Based Pricingは著名⼈からめちゃくちゃディスられてる “The Problem with cost-driven pricing is fundamental”, (Nagle and Muller, 2018, 4) “Cost-plus pricing is not an acceptable method” (Dolan and Simon, 1996, 38) “Does the use of a rigid, customary markup over cost make logical sense in the pricing of products? Generally, the answer is no” (Lillen, Kotler, and Moorthy 1992, 207)
to Pricing and Revenue Optimization 2.1節 The Challenges of Pricing 2.2節 Traditional Approaches to Pricing 2.3節 The Scope of Pricing and Revenue Optimization 2.4節 The Pricing and Revenue Optimization Process 2.5節 Summary 2.6節 Further Reading 2.7節 Exercise
to Pricing and Revenue Optimization 2.1節 The Challenges of Pricing 2.2節 Traditional Approaches to Pricing 2.3節 The Scope of Pricing and Revenue Optimization 2.4節 The Pricing and Revenue Optimization Process 2.5節 Summary 2.6節 Further Reading 2.7節 Exercise
and Revenue Optimization Process PROの活動は図に⽰す通り8つの活動で構成されており Operational PRO ActivitiesとSupporting PRO Activitiesに分かれている Operational PROのはこの外側の活動がSupporting PRO Activities
Activities Supporting PRO ActivitiesはOperational PRO Activities に必要な情報をインプットすること Supporting PRO ActivitiesはOperational PRO Activitiesより⻑いタイムスパンで実施される 例えばビジネスゴールはQ、半期、年度といったタイムスパンで更新される
of Optimization 完璧な値付けは無理なのでどの企業も市場を単純化して扱っている 市場を単純化して扱っても75点ぐらい取れればそれでいい “However, it is unlikely that any system or approach will ever generate perfect recommendations. What pricing and revenue optimization really does is use quantitative analysis to make better pricing decisions more quickly.” “Good prices on time are far better than perfect prices late” “The improvement realized on any individual pricing decision may be small, but the aggregate effect over hundreds, thousands, or millions of pricing decisions can be very large indeed”
to Pricing and Revenue Optimization 2.1節 The Challenges of Pricing 2.2節 Traditional Approaches to Pricing 2.3節 The Scope of Pricing and Revenue Optimization 2.4節 The Pricing and Revenue Optimization Process 2.5節 Summary 2.6節 Further Reading 2.7節 Exercise
to Pricing and Revenue Optimization 2.1節 The Challenges of Pricing 2.2節 Traditional Approaches to Pricing 2.3節 The Scope of Pricing and Revenue Optimization 2.4節 The Pricing and Revenue Optimization Process 2.5節 Summary 2.6節 Further Reading 2.7節 Exercise
Why Are Prices Set the Way They Are?, Robert Phillips, 2012 The Oxford Handbook of Pricing Management, Ozer and Phillips, 2012 Building a Bulletproof Business Case for Pricing Initiatives, Tohamy and Keltz, 2008 Structuring and Managing an Effective Price Organization, Simonetto et al, 2012 Global Pricing Strategy, Cudahy et at, 2012
to Pricing and Revenue Optimization 2.1節 The Challenges of Pricing 2.2節 Traditional Approaches to Pricing 2.3節 The Scope of Pricing and Revenue Optimization 2.4節 The Pricing and Revenue Optimization Process 2.5節 Summary 2.6節 Further Reading 2.7節 Exercise
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