ÂÜÀòÉç¹ÙÍø

 : : : Posting

---

The Pricing & Revenue Management of Services: A Strategic Approach
Routledge Advances in Management and Business Studies
by Irene Ng

Key links for the book:

• ,
• ,
• ,
• ,
• , and
• .

CHAPTER 1: INTRODUCTION

Service Pricing in Practice
The Study of Pricing
The Importance of the Service Sector
Definition of Service
Service Pricing – Issues and Challenges
Service Characteristics impact on Pricing
The Cost-plus approach in Pricing
Complexity of Service Pricing

PART ONE: THE BUYER AS AN INDIVIDUAL

CHAPTER 2: THE EXPECTED NET VALUE (ENV) FRAMEWORK

Buyer Choice
The ENV Framework
Conclusion

CHAPTER 3: ADVANCED PURCHASE AND THE SEPARATION OF PURCHASE AND CONSUMPTION

Risk at the point of purchase: Valuation risk
Risk at the point of purchase: Acquisition risk
Bringing acquisition and valuation risks into the ENV Framework
The marketing mix and its role in delivering net value
Competition: Its influence on the ENV
Random Components of Choice
The Expectations of Service Customers
Understanding the strategic variable of ENV
Trading off Benefits and Outlays

CHAPTER 4: SEVEN STRATEGIES FOR HIGHER REVENUES

Strategy 1: Price on Value, not Cost
Strategy 2: Convert the Pareto Loss Amount into Revenue
Strategy 3: Decouple Purchase (Exchange) and Consumption
Strategy 4: Mitigate Risk in Valuation for Advance Purchase
Strategy 5: Change the Benefits
Strategy 6: Customer Effort Could Yield Higher Revenue
Strategy 7: Find the Highest End-Value in Intermediating Services
Conclusion

PART TWO: BUYERS IN AGGREGATE

CHAPTER 5: THE ECONOMICS OF PRICING IN SERVICES

The Demand Function
The Role of Supply and Capacity
Price Discrimination
Advanced selling, demand and price discrimination
Dynamic Pricing

CHAPTER 6: THE REVENUE MANAGEMENT OF SERVICES

Introduction to Revenue Management
The Evolution and Scope of Revenue Management
Revenue management and advanced demand behaviour
Revenue Management Practices and Tools
Competition and Revenue Management
Fairness and revenue management

CHAPTER 7: STRATEGIC PRICING AND REVENUE MANAGEMENT: FOUR MORE STRATEGIES FOR HIGHER REVENUE

The Ability to Practice Revenue Management
The New Revenue Management System
The Role of Capacity
Strategy 8: Re-Segment, Re-Design, and Re-Price
Strategy 9: Segmenting and Pricing through Self-Selection
Strategy 10: Managing Demand & Supply through Re-Sale and Refunds
Strategy 11: Selling Availability of the Service

CHAPTER 8: CONCLUSION

Strategize with Care: The need to understand how buyers and stakeholders view service pricing strategies
Service Pricing vs Goods Pricing
More channels, more segments, more brands
Cross functional approach towards pricing policies

Synopsis: In a world of changing lifestyles brought about by new services, technology and e-commerce, this book enters the arena of contemporary research with articular opicality. Integrating both theory and real world practices, Ng advances the atest concepts in pricing and revenue management for services in a language hat is useful, prescriptive and yet thought-provoking. The first part of the ook discusses the buyer as an individual, presenting the concepts behind what otivates purchase and the role of price within the motivation. The second art iscusses the buyer in aggregate, investigating advanced demand, price discrimination and segmentation in service. Ng’s aim is to offer a strategic uide to increase revenue in services, drawing from various disciplines, hilst aintaining a strong marketing slant. Grounding the book on actual research in ervices, Ng is keen to highlight how the concepts and theories of pricing trategy can be combined and applied practically in a way that is easy to read nd stimulating. This book will be of much interest to professionals and cademics alike, specifically for managers in the service industry and as a ext for executive training programmes. It would also be a useful upplementary text for students engaged with marketing and revenue and operations management in services.

Irene

---