The Customer - Revenue Management

The customer is the most important factor in determining price.
Each client is different and has their own motivation:
• Different motives
• Different expectations
• Willing to pay different prices
• Interested in different products

To understand this environment we must ‘segment’ the market,
and for each of these segments we must adapt:
• Interested in different products
• Pricing
• Reservation terms
• Marketing along the path-to-purchase