Dynamic Pricing of Items Based on Cross-Price Effects on demand of Associated Items

• US 20100241492A1
• Filed: 06/04/2010
• Published: 09/23/2010
• Est. Priority Date: 02/28/2001
• Status: Abandoned Application

• Current Assignee: Digonex Technologies Incorporated (Emmis Communications Corporation)
• Original Assignee: Digonex Technologies Incorporated (Emmis Communications Corporation)
• Inventors: Eglen, Jeremy, Hawryluk, Michael, Protsyk, Andriy
• Application Number:
  US12/794,216
• Publication Number:
  US 20100241492A1
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/06 Buying, selling or leasing transactions
• CPC Class Codes: G06Q 40/08 Insurance

Abstract

A method of dynamically adjusting prices of items using a processor based upon the cross-price effects on demand of associated items based upon offering the associated items at different prices during different time periods.

Claims

1. A method, comprising:

associating a first item and a second item wherein the first and second items are different products;

sending a first price of the first item for sale and a second price of the second item for sale from a processor to one or more clients over a network;

during a first period receiving zero or more orders for the first item at the first price from one or more of the clients and receiving zero or more orders for the second item at the second price from one or more of the clients;

determining a first demand for the first item based at least in part on the zero or more orders received at the first price during the first period and determining a second demand for the second item based at least in part on the zero or more orders received at the second price during the first period;

pricing the first item at a third price with the processor;

sending the third price of the first item for sale and a second price of the second item for sale from a processor to one or more clients over a network;

during a second period receiving one or more orders for the first item at the third price from one or more of the clients and receiving one or more orders for the second item at the second price from one or more of the clients;

determining a third demand for the first item based at least in part on the one or more orders received at the third price during the second period and determining a fourth demand for the second item based at least in part on the one or more orders received at the second price during the second period;

pricing the second item at a fourth price with the processor based at least in part on the determined second and fourth demand; and

,

sending the fourth price over the network to at least one of the clients.

2. The method of claim 1, wherein the pricing the second item at a fourth price step is based at least in part on the determined third demand.

3. The method of claim 1, wherein said determining demand steps include estimating a demand curve for the first and second items.

4. The method of claim 3, wherein said estimating a demand curve steps include the step of utilizing a logarithmic demand curve.

5. The method of claim 4, wherein the utilized logarithmic demand curve is expressed by the equation Log [q]=α

−

β

p, where Log [ ] is a natural logarithm, q is the quantity of an item, p is the price of the item and α and

β

are parameters.

6. The method of claim 5, wherein the values of α

and β

are estimated utilizing data observed through sales of the item.

7. The method of claim 1 and further comprising delivering the first item to the one or more clients from whom orders were received.

8. The method of claim 7, wherein said delivering the item includes transmitting the item from the processor to the clients that ordered the item at the first price over the network.

9. A method for dynamically pricing a first item and a second item associated with the first item, comprising:

sending a first price of the first item for sale and a second price of the second item for sale from a processor to one or more clients over a network;

during a first period receiving one or more orders for the first item at the first price from one or more of the clients and receiving one or more orders for the second item at the second price from one or more of the clients;

determining a first demand for the second item based at least in part on the one or more orders received at the second price during the first period;

pricing the first item at a third price with the processor;

sending the third price of the first item for sale and the second price of the second item for sale from a processor to one or more clients over a network;

during a second period receiving one or more orders for the first item at the third price from one or more of the clients and receiving one or more orders for the second item at the second price from one or more of the clients;

determining a second demand for the second item based at least in part on the one or more orders received at the second price during the second period;

determining a cross price effect based at least in part on the determined first and second demands;

pricing the second item at a fourth price with the processor based at least in part on the determined cross price effect; and

,

sending the fourth price over the network to at least one of the clients.

10. The method of claim 9 wherein the determining a cross price effect step includes determining a cross-price elasticity of demand between the first and second item based at least in part on the first and second demand and the first and third price.

11. The method of claim 9 wherein the first and second demand are determined utilizing the processor to estimate a demand curve.

12. The method of claim 11 wherein the processor utilizes a demand model to estimate the demand curve.

13. The method of claim 12 wherein the demand model is selected from the group of linear regression, nonlinear regression, Poisson regression, or discrete choice modeling.