sábado, junho 25, 2016

Desafios do pricing

Por cá, chama-se a ASAE e fazem-se umas sessões de catequese contra os especuladores.
Por lá, aprende-se que é uma mensagem do mercado a dizer que quem fez os preços deixou dinheiro em cima da mesa:
"What’s clear is that recent prices — starting at $549 for premium seats and $139 for regular seats — are significantly lower than what the public is willing to pay. The result? A paradise for scalpers. The New York Times estimates scalpers earn up to $60 million annually from reselling Hamilton tickets. Estimates of the average resale price hover around $1,000 per ticket.
To capitalize on this strong demand, Hamilton’s producers raised ticket prices for newly scheduled 2017 performances. Now the top ticket price is $849 (for 200 premium tickets) and the remaining 1,075 regular seats range from $179–$199.
A ho-hum, across-the-board price boost is a baby step in the right direction.
Fixed prices also prevent Hamilton from adapting to nuances in demand. Demand is likely stronger for Saturday evening performances, compared to Wednesday matinees, and this should be reflected in price. Similarly, demand is probably higher during the pleasant fall weather, relative to the dregs of summer. Fixed prices don’t adjust to these shifts in value.
So what should Hamilton have done? Take a cue from other sellers of perishable products with fixed capacities — industries such as airlines, hotels, and car rentals — and employ dynamic pricing."
Trechos retirados de "Hamilton’s $849 Tickets Are Priced Too Low"

Sem comentários: