服务管理：运作、战略与信息技术(原书第9版)教师手册MGH 9thIM_11 Demand_new.docx

Chapter 11 Managing Capacity and Demand Chapter 11 Managing Capacity and Demand PAGE 190 PAGE 171 170 CHAPTER 11 MANAGING CAPACITY AND DEMAND TEACHING NOTE Many of the approaches to matching capacity and demand discussed in the chapter should be familiar to students and prompt lively discussion. The controversial practice of overbooking is treated in economic terms, but the behavioral implications of this policy for both service personnel and consumers should be discussed. This chapter presents a number of techniques to assist management in matching supply and demand, but leaves to the imaginative student the opportunity for other creative approaches. The chapter concludes with a discussion of yield management, a computer-based approach for maximizing revenues. Instructions for playing the yield management game are given in the textbook and students should be encouraged to familiarize themselves with the material before “game day.” The tally sheets and other instructional materials are presented in this manual. SUPPLEMENTARY MATERIALS Case: University Health Services: Walk-In Clinic (HBS 9-681-061) In response to complaints of excessive waiting, a triage system was introduced and one year later the director reviews the results to decide whether or not the patient waiting time is acceptable. Case: Playa Dorada Tennis Club: Expansion Strategy (HBS: 4221-PDF-ENG) Playa Dorada Beach Resort in Boca Raton, Florida, faces a growing seasonal demand for tennis services. The number of guests is expected to double in the next few years, and while the tennis facilities are a popular and well-promoted amenity at the resort, court space is limited. The director of tennis operations analyzes court capacity, usage history, pricing, and other factors as he assembles a plan for expansion. (Capacity Planning, Pricing Strategy, Production Controls, Seasonal Demand, Resort Management) Case: American Airlines, Inc. Revenue Management (HBS 9-190-029) Following deregulation, Am