旅游经济学旅游服务定价.pptVIP

Chapter 6 Pricing Tourism Services Introduction Introduction Question: Why do tourism firms separate customers into chumps，who pay high prices, who pay discounted prices ? How to set prices for these people ? Introduction Price Discrimination Frequently, firms charge different prices for different sales of the same product or service. Business firms that can successfully price discriminate can increase their profits over the level they would get by charging a single price for all units of the product or service they sell. Demand Demand mean the relationship between the price of a firms product or service and the amount of that product or service that customers will buy. For example: when the price of a zoo is $7 , 40 people want to pay for it . when the price is $3, 120 people want to pay for it. Demand Demand --Revenue and Marginal Revenue Revenue: the money a business firm takes in from sales to its customers. Take the Figure 6.2 as a example: when Q=40, so P=7, RQ=40= P*Q = 280 when Q=41, so P=6.95, RQ=41= P*Q = 284.95 Marginal Revenue: the change in total revenue that comes from selling one more unit of output. MR=RQ=41 - RQ=40 = 284.95 - 280 = 4.95 Demand --Revenue and Marginal Revenue S1 ：the revenue give up by getting a lower price S2 ：the revenue gain by selling one more unit of service Marginal Revenue = S2 - S1 =6.95*(41-40) - 40*(7-0.05) =4.95 Demand --Revenue and Marginal Revenue Characteristics: Marginal revenue must always be less than the price Marginal revenue can be ngeative. Supply Supply the relationship between the price and the amount of the good or service a business firm wants to provide to its customers. the amounts of products provide to the market generally depend on the costs and customer demands. Marginal Cost: the change in total cost from providing one more unit of output. Supply