A Dynamic Pricing Strategy for a 3PL Provider with Heterogeneous Customers

Download A Dynamic Pricing Strategy for a 3PL Provider with Heterogeneous Customers PDF Online Free

Author :
Publisher :
ISBN 13 :
Total Pages : 34 pages
Book Rating : 4.:/5 (13 download)

DOWNLOAD NOW!


Book Synopsis A Dynamic Pricing Strategy for a 3PL Provider with Heterogeneous Customers by : Ray Zhang

Download or read book A Dynamic Pricing Strategy for a 3PL Provider with Heterogeneous Customers written by Ray Zhang and published by . This book was released on 2016 with total page 34 pages. Available in PDF, EPUB and Kindle. Book excerpt: We study the pricing problem for a third-party-logistics (3PL) provider that provides warehousing and transportation services. When customers arrive at the 3PL provider, they specify the delivery dates for their freight, and before the specified delivery dates, their freight is stocked in the 3PL provider's warehouse. We propose a dynamic pricing strategy (DPS) and develop a stochastic-nonlinear-programming (SNLP) model which computes the optimal freight rates for different delivery dates incorporating the 3PL provider's current holding cost and available transportation capacity for each route. As customers are heterogeneous in their valuations and price sensitivities for delivery dates, and the distributions of the customers' delivery date preferences are unknown to the 3PL provider, we modify the standard multinomial logit (MNL) function to predict customer choices. Through a simulation experiment, we show that the proposed MNL function can be a good replacement for the mixed MNL function when the mixed MNL function is not applicable. Through simulation we also compare the proposed DPS with a static pricing strategy. We show that with our DPS both the 3PL provider and its customers are better off, and the 3PL provider has different investment incentives for increasing transportation capacity. Our results can be also applied in similar settings that feature holding costs, limited production capacity and delivery-date-sensitive customers.

New Perspectives on Applied Industrial Tools and Techniques

Download New Perspectives on Applied Industrial Tools and Techniques PDF Online Free

Author :
Publisher : Springer
ISBN 13 : 331956871X
Total Pages : 530 pages
Book Rating : 4.3/5 (195 download)

DOWNLOAD NOW!


Book Synopsis New Perspectives on Applied Industrial Tools and Techniques by : Jorge Luis García-Alcaraz

Download or read book New Perspectives on Applied Industrial Tools and Techniques written by Jorge Luis García-Alcaraz and published by Springer. This book was released on 2017-06-15 with total page 530 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book disseminates the current trends among innovative and high-quality research regarding the implementation of conceptual frameworks, strategies, techniques, methodologies, informatics platforms and models for developing advanced industrial tools and techniques and their application in different fields. It presents a collection of theoretical, real-world and original research works in the field of applied industrial tools and techniques. The text goes beyond the state-of-the-art in the field of industrial and software engineering, listing successful applications and use cases of studies of new approaches, applications, methods, techniques for developing advanced industrial tools, methodologies and techniques and their application in different fields. The topics covered in this book are of interest to academics, researchers, students, stakeholders and consultants.

Dynamic Pricing for Heterogeneous Time-Sensitive Customers

Download Dynamic Pricing for Heterogeneous Time-Sensitive Customers PDF Online Free

Author :
Publisher :
ISBN 13 :
Total Pages : 63 pages
Book Rating : 4.:/5 (13 download)

DOWNLOAD NOW!


Book Synopsis Dynamic Pricing for Heterogeneous Time-Sensitive Customers by : Negin Golrezaei

Download or read book Dynamic Pricing for Heterogeneous Time-Sensitive Customers written by Negin Golrezaei and published by . This book was released on 2018 with total page 63 pages. Available in PDF, EPUB and Kindle. Book excerpt: A core problem in the area of revenue management is pricing goods in the presence of strategic customers. We study this problem when customers are heterogeneous with respect to their initial valuations for the item and their time sensitivities, i.e., the customers differ in both their initial valuations and the rates at which their initial valuation decreases with delay in purchase. We characterize the optimal mechanism for selling durable goods in such environments and show that delayed allocation and dynamic pricing can be effective screening tools for maximizing firm profit. We also investigate the impact of production and holding costs on the optimal mechanism.

Advances in Production Management Systems. Production Management for Data-Driven, Intelligent, Collaborative, and Sustainable Manufacturing

Download Advances in Production Management Systems. Production Management for Data-Driven, Intelligent, Collaborative, and Sustainable Manufacturing PDF Online Free

Author :
Publisher : Springer
ISBN 13 : 3319997041
Total Pages : 584 pages
Book Rating : 4.3/5 (199 download)

DOWNLOAD NOW!


Book Synopsis Advances in Production Management Systems. Production Management for Data-Driven, Intelligent, Collaborative, and Sustainable Manufacturing by : Ilkyeong Moon

Download or read book Advances in Production Management Systems. Production Management for Data-Driven, Intelligent, Collaborative, and Sustainable Manufacturing written by Ilkyeong Moon and published by Springer. This book was released on 2018-08-24 with total page 584 pages. Available in PDF, EPUB and Kindle. Book excerpt: The two-volume set IFIP AICT 535 and 536 constitutes the refereed proceedings of the International IFIP WG 5.7 Conference on Advances in Production Management Systems, APMS 2018, held in Seoul, South Korea, in August 2018. The 129 revised full papers presented were carefully reviewed and selected from 149 submissions. They are organized in the following topical sections: lean and green manufacturing; operations management in engineer-to-order manufacturing; product-service systems, customer-driven innovation and value co-creation; collaborative networks; smart production for mass customization; global supply chain management; knowledge based production planning and control; knowledge based engineering; intelligent diagnostics and maintenance solutions for smart manufacturing; service engineering based on smart manufacturing capabilities; smart city interoperability and cross-platform implementation; manufacturing performance management in smart factories; industry 4.0 - digital twin; industry 4.0 - smart factory; and industry 4.0 - collaborative cyber-physical production and human systems.

Pricing Strategies Insights

Download Pricing Strategies Insights PDF Online Free

Author :
Publisher : M M Info Care
ISBN 13 :
Total Pages : 138 pages
Book Rating : 4./5 ( download)

DOWNLOAD NOW!


Book Synopsis Pricing Strategies Insights by : Mansoor Muallim

Download or read book Pricing Strategies Insights written by Mansoor Muallim and published by M M Info Care. This book was released on 101-01-01 with total page 138 pages. Available in PDF, EPUB and Kindle. Book excerpt: Chapter 1: Understanding the Importance of Pricing Strategies Jammy: Hello, Canny! I'm thrilled to have this candid conversation with you about pricing strategies. They play a vital role in the success of any business, and I believe it's essential to understand their importance. Canny: Hi, Jammy! I'm equally excited to learn more about pricing strategies. I've always wondered how businesses decide on the prices of their products and services. Jammy: Well, Canny, pricing strategies are more than just putting a number on a product. They can make or break a business. Effective pricing can boost sales, increase profits, and even create a competitive advantage. Canny: That's fascinating! But how do companies determine the right price for their offerings? Jammy: Excellent question, Canny! Companies consider various factors. First and foremost, they analyze their production and operating costs to ensure they cover expenses while making a profit. They also look at the demand for their products and how customers perceive the value. Canny: I see. So, it's not just about covering costs, but also understanding what customers are willing to pay. Jammy: Absolutely! Pricing is a delicate balancing act. If a company prices too high, they may lose customers to competitors. On the other hand, if the price is too low, they might miss out on potential profits. Canny: It sounds like finding the right pricing strategy is crucial. Are there different types of pricing strategies that companies use? Jammy: Yes, indeed! Companies employ various pricing strategies depending on their goals and the market they operate in. Some common ones include cost-plus pricing, market-oriented pricing, and competitive pricing. Canny: What's cost-plus pricing? Jammy: Cost-plus pricing involves adding a markup to the production cost to set the selling price. It ensures that the company covers all expenses and includes a margin for profit. Canny: And market-oriented pricing? Jammy: Market-oriented pricing focuses on aligning prices with customer perceptions. Companies research their target market to understand what customers are willing to pay and set their prices accordingly. Canny: I see how that can be effective. What about competitive pricing? Jammy: Competitive pricing is all about analyzing what competitors are charging for similar products and setting prices accordingly. It allows companies to stay competitive in the market. Canny: These strategies sound interesting! Is there more to pricing than just setting a number? Jammy: Absolutely! Pricing strategies involve in-depth research, analysis, and continuous monitoring. Companies also need to consider psychological factors that influence customer behavior, like pricing perception and the impact of discounts. Canny: It seems like pricing is a complex but essential aspect of running a business. Jammy: You're absolutely right, Canny! The right pricing strategy can lead to increased sales, higher profits, and long-term success. On the other hand, poor pricing decisions can have severe consequences. Canny: Thank you, Jammy! This conversation has been enlightening. I now understand why pricing strategies are so crucial for businesses. Key Takeaways: Pricing strategies are vital for the success of any business, as they can impact sales, profits, and competitive advantage. Effective pricing involves balancing production costs, customer perceptions, and market demand. Different pricing strategies, such as cost-plus pricing, market-oriented pricing, and competitive pricing, serve various business goals. Psychological factors and the impact of discounts also play a role in pricing decisions. Thorough research, analysis, and continuous monitoring are essential in formulating successful pricing strategies.

Pricing Strategies

Download Pricing Strategies PDF Online Free

Author :
Publisher : One Billion Knowledgeable
ISBN 13 :
Total Pages : 351 pages
Book Rating : 4.:/5 (661 download)

DOWNLOAD NOW!


Book Synopsis Pricing Strategies by : Fouad Sabry

Download or read book Pricing Strategies written by Fouad Sabry and published by One Billion Knowledgeable. This book was released on 2024-02-04 with total page 351 pages. Available in PDF, EPUB and Kindle. Book excerpt: What is Pricing Strategies When it comes to selling a product or service, a company has a number of different pricing techniques at its disposal. The top executives of a firm must first assess the company's price position, pricing segment, pricing capabilities, and competition pricing reaction strategy before they can choose which pricing strategy will be the most beneficial for the company. Pricing strategies and tactics varies not only from one company to the next, but also from one nation to another, from one culture to another, from one industry to another, and over the course of time, as a result of the maturation of industries and marketplaces as well as wider economic conditions. How you will benefit (I) Insights, and validations about the following topics: Chapter 1: Pricing strategies Chapter 2: Monopoly Chapter 3: Price discrimination Chapter 4: Product bundling Chapter 5: Pricing Chapter 6: Product differentiation Chapter 7: Porter's five forces analysis Chapter 8: Price skimming Chapter 9: Cost-plus pricing Chapter 10: Porter's generic strategies Chapter 11: Barriers to entry Chapter 12: Yield management Chapter 13: Non-price competition Chapter 14: Rebate (marketing) Chapter 15: Dynamic pricing Chapter 16: Value-based pricing Chapter 17: Marketing channel Chapter 18: Premium pricing Chapter 19: Pay what you want Chapter 20: Customer cost Chapter 21: Types of e-commerce (II) Answering the public top questions about pricing strategies. (III) Real world examples for the usage of pricing strategies in many fields. Who this book is for Professionals, undergraduate and graduate students, enthusiasts, hobbyists, and those who want to go beyond basic knowledge or information for any kind of Pricing Strategies.

Dynamic Pricing with Heterogeneous Patience Levels

Download Dynamic Pricing with Heterogeneous Patience Levels PDF Online Free

Author :
Publisher :
ISBN 13 :
Total Pages : 28 pages
Book Rating : 4.:/5 (13 download)

DOWNLOAD NOW!


Book Synopsis Dynamic Pricing with Heterogeneous Patience Levels by : Ilan Lobel

Download or read book Dynamic Pricing with Heterogeneous Patience Levels written by Ilan Lobel and published by . This book was released on 2017 with total page 28 pages. Available in PDF, EPUB and Kindle. Book excerpt: We consider the problem of dynamic pricing in the presence of patient consumers. We call a consumer patient if she is willing to wait a certain number of periods for a lower price and will purchase as soon as the price is equal to or below her valuation. We allow for arbitrary joint distributions of patience levels and valuations. We propose an efficient dynamic programming algorithm for finding optimal pricing policies. The dynamic program requires a larger state space than its counterpart for a strategic consumers model. We find numerically that optimal policies can take the form of incomplete cyclic policies, combining features of both nested sales policies and decreasing cyclic policies.

Cyclic Pricing with Strategic Waiting Customers and Population Dynamics

Download Cyclic Pricing with Strategic Waiting Customers and Population Dynamics PDF Online Free

Author :
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (137 download)

DOWNLOAD NOW!


Book Synopsis Cyclic Pricing with Strategic Waiting Customers and Population Dynamics by : Zheyi Li

Download or read book Cyclic Pricing with Strategic Waiting Customers and Population Dynamics written by Zheyi Li and published by . This book was released on 2022 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: We consider continuous-time dynamic pricing in the presence of strategic waiting customers and their population dynamics. The firm makes the pricing decision with a finite menu of prices each time. Customers arrive at a constant rate with heterogeneous valuations. Customers purchase if the current price is less than their corresponding valuations. The remaining customers are strategic: they may leave or wait for future clearance sales, and the leaving rate can be population-contingent. The firm has the option to offer a clearance price to attract all waiting customers to purchase. We build a continuous-time model by exploiting impulse control. For a two-price menu, the optimal pricing policy is a cyclic pricing strategy that starts with a regular price and ends at a clearance price. For a multi-price menu, in contrast to the existing literature, we show that the optimal dynamic pricing policy can be either a textit{pump and dump cyclic} or textit{generalized pump and dump cyclic} strategy. Which strategy is optimal is determined by the sign of the effective marginal leaving rate. We provide analytical solutions for the cycle length and the optimal pricing path. Our results provide new explanations for the popularity of periodic clearance sales with penetration pricing and skimming pricing in practice. Our findings also provide guidelines on carrying out dynamic pricing with the customer leaving behaviors. Numerically, we show that ignoring cyclic pricing in the presence of strategic waiting customers can lead to a significant profit loss.

INFORMS Annual Meeting

Download INFORMS Annual Meeting PDF Online Free

Author :
Publisher :
ISBN 13 :
Total Pages : 380 pages
Book Rating : 4.E/5 ( download)

DOWNLOAD NOW!


Book Synopsis INFORMS Annual Meeting by : Institute for Operations Research and the Management Sciences. National Meeting

Download or read book INFORMS Annual Meeting written by Institute for Operations Research and the Management Sciences. National Meeting and published by . This book was released on 2006 with total page 380 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Dynamic Pricing Strategies for Maximizing Customer Satisfaction

Download Dynamic Pricing Strategies for Maximizing Customer Satisfaction PDF Online Free

Author :
Publisher :
ISBN 13 :
Total Pages : 3 pages
Book Rating : 4.:/5 (13 download)

DOWNLOAD NOW!


Book Synopsis Dynamic Pricing Strategies for Maximizing Customer Satisfaction by : Hershey H. Friedman

Download or read book Dynamic Pricing Strategies for Maximizing Customer Satisfaction written by Hershey H. Friedman and published by . This book was released on 2013 with total page 3 pages. Available in PDF, EPUB and Kindle. Book excerpt: Accountants are often asked for advice on pricing products, and their input is often quite helpful and necessary. Accountants, however, are very likely to focus on costs when trying to advise management on appropriate pricing strategies. Economists might focus on rules for maximizing short-run profits, i.e., set marginal revenue equal to marginal cost. This is because economists are more interested in studying the demand-curve for a product than in focusing on the actual costs; they are concerned with using demand (marginal revenue is derived from the demand curve) to determine the optimum price. Marketing executives, on the other hand, are more likely to focus on the different consumer segments since marketers are attuned to the idea of market segmentation. Market segmentation involves dividing the market into distinct groups of customers, each with their own needs, and considering each as a possible target market. The firm will then decide which segments to target and will provide the selected target markets with different products and/or different marketing mixes. Each of these approaches are valuable in pricing.The purpose of this paper is to introduce accountants to ideas from marketing and economics that can be quite helpful in determining the ideal price to charge for a product or service.

Dynamic Pricing of Experience Goods in Markets with Demand Uncertainty

Download Dynamic Pricing of Experience Goods in Markets with Demand Uncertainty PDF Online Free

Author :
Publisher :
ISBN 13 :
Total Pages : 38 pages
Book Rating : 4.:/5 (13 download)

DOWNLOAD NOW!


Book Synopsis Dynamic Pricing of Experience Goods in Markets with Demand Uncertainty by : Yu-Hung Chen

Download or read book Dynamic Pricing of Experience Goods in Markets with Demand Uncertainty written by Yu-Hung Chen and published by . This book was released on 2018 with total page 38 pages. Available in PDF, EPUB and Kindle. Book excerpt: This paper studies a firm's optimal dynamic pricing strategies for its new experience goods inmarkets where the distribution of consumers' valuations is ex ante unknown. We examine whetherand how the firm facing information asymmetry and demand uncertainty can signal its high qualityand learn market demand through its pricing strategy. First, we find that a high-quality firm cancredibly reveal its true quality in the early period with either a skimming-pricing strategy or apenetration-pricing strategy under different conditions. Second, though a high-quality firm canbenefit more from learning market demand than a low-quality firm, the high-quality firm may inequilibrium adopt a penetration-pricing strategy to forgo the benefit of learning demand in orderto separate from the low-quality firm, who would adopt a skimming strategy to learn marketdemand. Third, although consumers have higher willing-to-pay for a high-quality product, thehigh-quality firm may in equilibrium charge a lower initial price than the low-quality firm. Fourth,interestingly, the high-quality firm may earn higher profits when its initial price is made underdemand uncertainty than under no uncertainty. Lastly, with perfect social learning (i.e., in the laterperiod, all consumers can learn the firm's quality from earlier customers), the high-quality firmcan in equilibrium signal its quality and learn market demand by adopting a skimming strategy.

Strategic Timing and Dynamic Pricing for Online Resource Allocation

Download Strategic Timing and Dynamic Pricing for Online Resource Allocation PDF Online Free

Author :
Publisher :
ISBN 13 :
Total Pages : 85 pages
Book Rating : 4.:/5 (13 download)

DOWNLOAD NOW!


Book Synopsis Strategic Timing and Dynamic Pricing for Online Resource Allocation by : Vibhanshu Abhishek

Download or read book Strategic Timing and Dynamic Pricing for Online Resource Allocation written by Vibhanshu Abhishek and published by . This book was released on 2020 with total page 85 pages. Available in PDF, EPUB and Kindle. Book excerpt: This paper optimizes dynamic pricing and real-time resource allocation policies for a platform facing non- transferable capacity, stochastic demand-capacity imbalances, and strategic customers with heterogeneous price- and time-sensitivities. We characterize the optimal mechanism, which specifies a dynamic menu of prices and allocations. Service timing and pricing are used strategically to: (i) dynamically manage demand- capacity imbalances, and (ii) provide discriminated service levels. The balance between these two objectives depends on customer heterogeneity and customers' time-sensitivities. The optimal policy may feature strategic idleness (deliberately rejecting incoming requests for discrimination), late service prioritization (clearing the queue of delayed customers) and deliberate late service rejection (focusing on incoming demand by rationing capacity for delayed customers). Surprisingly, the price charged to time-sensitive customers is not increasing with demand -- high demand may trigger lower prices.By dynamically adjusting a menu of prices and service levels, the optimal mechanism increases profits significantly, as compared to dynamic pricing and static screening benchmarks. We also suggest a less information-intensive mechanism that is history-independent but fine-tunes the menu with incoming demand; this easier-to-implement mechanism yields close-to-optimal outcomes.

Dynamic pricing strategy for new consumer durables

Download Dynamic pricing strategy for new consumer durables PDF Online Free

Author :
Publisher :
ISBN 13 :
Total Pages : 38 pages
Book Rating : 4.:/5 (753 download)

DOWNLOAD NOW!


Book Synopsis Dynamic pricing strategy for new consumer durables by : Pil Hwa Yoo

Download or read book Dynamic pricing strategy for new consumer durables written by Pil Hwa Yoo and published by . This book was released on 1987 with total page 38 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Is Your Price Personalized? Alleviating Customer Concerns with Inventory Availability Information

Download Is Your Price Personalized? Alleviating Customer Concerns with Inventory Availability Information PDF Online Free

Author :
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (137 download)

DOWNLOAD NOW!


Book Synopsis Is Your Price Personalized? Alleviating Customer Concerns with Inventory Availability Information by : Arian Aflaki

Download or read book Is Your Price Personalized? Alleviating Customer Concerns with Inventory Availability Information written by Arian Aflaki and published by . This book was released on 2022 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Extant literature has shown that personalized pricing (PP), i.e., customizing prices for individual customers, can benefit firms and some customers. However, customer concerns about being targeted by such practices have raised debates on PP tactics. Using a Bayesian persuasion framework, we study whether and under what conditions price can signal such PP implementation to customers. We also investigate whether disclosing inventory availability information can alleviate customer concerns and benefit the stakeholders, including the firm and customers. We consider a dynamic personalized pricing and information provisioning game between a firm and a market of heterogeneous customers. In the first period, the firm sets the price to learn the customer valuations and maximize revenue. In the second period, the firm may implement PP using customer purchase history. Customers are uncertain about the inventory availability and implementation of PP. Therefore, they may not precisely identify whether their purchase history will be used for pricing. However, they update their beliefs about the possibility of PP upon receiving new information. We first study myopic customers who only consider their immediate utility when purchasing. We then transition to strategic customers who take their future utility into account. We show that price alone cannot always signal PP, hurting the firm and customers. We establish conditions under which a binary inventory signal--where the firm marks the inventory as scarce when it is less than a threshold--increases the firm revenue and benefits customers. Thus, firms can create transparency over their pricing strategies by disclosing inventory availability information.

Pricing Ancillary Service Subscriptions

Download Pricing Ancillary Service Subscriptions PDF Online Free

Author :
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (137 download)

DOWNLOAD NOW!


Book Synopsis Pricing Ancillary Service Subscriptions by : Ruxian Wang

Download or read book Pricing Ancillary Service Subscriptions written by Ruxian Wang and published by . This book was released on 2018 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: We investigate heterogeneous customer choice behavior in the presence of main products, ancillary services with options of pay-per-use and subscription, as well as the outside option. The willingness to pay for service subscription is derived as a closed-form expression, which enables us to characterize the optimal pricing strategy and the impact of service subscription on customer surplus. Analytical results and numerical experiments show that offering service subscriptions may result in “win-win”, “win-win-win”, “win-win-lose”, “lose-lose-win” and other situations for the firm, competitors and customers in a variety of monopolistic and duopolistic scenarios. The advantages of service subscription remain with heterogeneous customers differing on multiple dimensions, e.g., the nominal utility, uncertainty in the need of ancillary service and purchase frequency. We find that if the product quality for both firms, measured by nominal utility, is not significantly different, more fierce price competition by offering service subscription may result in higher customer surplus, compared to that without service subscription. Ancillary service subscription can help firms to better price-discriminate heterogeneous customers through different subscription decisions and subsequent purchase behavior.

Dynamic Pricing Strategy for New Consumer Durables

Download Dynamic Pricing Strategy for New Consumer Durables PDF Online Free

Author :
Publisher :
ISBN 13 :
Total Pages : 37 pages
Book Rating : 4.:/5 (753 download)

DOWNLOAD NOW!


Book Synopsis Dynamic Pricing Strategy for New Consumer Durables by : Pil H. Yoo

Download or read book Dynamic Pricing Strategy for New Consumer Durables written by Pil H. Yoo and published by . This book was released on 1987 with total page 37 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Decoding Dynamic Pricing Strategy

Download Decoding Dynamic Pricing Strategy PDF Online Free

Author :
Publisher :
ISBN 13 : 9781529744958
Total Pages : pages
Book Rating : 4.7/5 (449 download)

DOWNLOAD NOW!


Book Synopsis Decoding Dynamic Pricing Strategy by : Shwadhin Sharma

Download or read book Decoding Dynamic Pricing Strategy written by Shwadhin Sharma and published by . This book was released on 2021 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: The practice of varying the price of a product or service based on market conditions such as supply and demand and personal characteristics of the buyer has taken the e-commerce industry by storm. Known as a dynamic pricing strategy, this system of adjusting prices based on real-time demand and supply provides advantages and control to the company, but also has several ethical issues related to it. As a marketer, adjusting pricing based on customer demand and supply, the income of the customers, purchasing habits, and other demographic information such as age and location, seems like a lucrative strategy to increase revenue. However, how ethical is it for an airline to charge a frequent flyer more for a flight if the travel is for business and is paid for by the employer? How ethical is it for a service provider such as Uber to surge its rate depending on the real-time demand for its service? This case offers an overview of a dynamic pricing strategy from the perspective of both the companies and their customers, and provides some related ethical and legal implications.