运营管理2考试习题(3)

yield revenuerealized(实际收益/最佳状态) revenuepotential

例题：A plane has capacity of 200 passengers。There are two categories of customers .category A is willing to pay $1000,the marginal cost is $200, category

B is willing to pay $600,the marginal cost is $100.If at a certain time the aeroplane is filled with 150 passengers paying full fare and 40 passengers paying the reduced fare ，the yield become？

答案：(150*(1000-200)+40*(600-100))/(200*(1000-200))=87.5%

3、the condition of yield management（收益管理的运用条件）

① when the organization is operating with a relatively fixed capacity. that is to say cannot be quickly changed.(当组织是一个相对固定的能力运营，不能被改变)

②when it’s possible to segment markets.（能够进行市场细分）

③when the capacity is perishable.（能力容易逝去）

七、to calculate the capacity, you should be based on the “bottleneck(瓶颈)”.P280 Step1：which one is the bottleneck（the lowest effective task）找瓶颈，最弱的 Step2: depend on the bottleneck

八、the optimal allocating seats 最佳座位配比P304

计算步骤：只需要让它们的marginal contribution （边际贡献）相等

MCa=MCb=MCc=

MC=（price-cost）*(P>x)

=(price-cost)*{1-P(D<=x)} =(price-cost)*{1 (x z)}

例题：There are 200 seats, A price $ 1250, cost $300, average demand 125 passages, the standard deviation is 30. B price $ 600, cost $120, average demand 1100 passages, the standard deviation is 15. what is the optimal allocating seats?

答案：assume the seats for category A=x, category B=200-x

Because marginal revenue for both is the same

MCa=MCb

(1250-300)*P(D>C)=(600-120)*P(D>200-x)

950*P(D>C)=(600-120)*P(D>200-x)

950*{1-P(D<=x)}=480*{1-P(D<=200-x)}