Disney and cruise lines also use the unpopular Ticketmaster pricing strategy

Disney and cruise lines also use the unpopular Ticketmaster pricing strategy ...

Pricing reflects supply and demand. Prices tend to rise when there is less of an item, experience, or service that would be required to meet demand.

The Walt Disney Company Report demonstrates that practically every business benefits from this fact. For example, Walt Disney (DIS) charges more for theme-park admission during busy seasons, such as school vacations and the holidays.

Royal Caribbean International (RCL) - Get Royal Caribbean Group Report, Carnival Cruise Lines (CCL) - Get Carnival Corporation Report, Norwegian Cruise Line (NCLH) - Get Norwegian Cruise Line Holdings Ltd. Report, and Disney's own cruise line do the same thing in real time.

Disney, at its theme parks, sets a price range that depends on the time of the year. That's the company's intention about customer experience, because it might get more if it used the Live Nation (LYV) no-limit, uncapped system that it currently uses for some tickets for Bruce Springsteen's upcoming tour.

Ticketmaster, which has a solid reputation for being unfriendly to customers, has actually done something that most Americans do when given the opportunity.

David Roark/Disney Parks via Getty Images

Dynamic Pricing Matches Supply to Demand

It's easy to get angry with Ticketmaster, a company famous for charging outrageous fees for every ticket you buy. It's also fair to get angry with Springsteen, who isn't exactly living up to his working-class heroics by paying as much as he can for every ticket.

The truth is, Springsteen has established himself as a major attraction who's nearing the end of his touring days. Any E-Street Band tour could be the last one. So neither Ticketmaster nor The Boss really need to think about pricing in a way that encourages return visits, as Disney and the cruise lines do.

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When a young band with decades of touring ahead of it prices tickets, the next tour must be taken into account. For legacy acts, a limited ticket supply becomes more valuable simply because there may be no next time.

A Real Value is Set by Dynamic Pricing.

When you sell your property, you sell it to the highest bidder. You may consider whether or not the seller will be able to close the transaction in a timely manner, or their likelihood of getting a mortgage, but when you sell your property, you want to get the most for it.

Dynamic pricing may seem a bit depressing, but it's actually how pretty much anyone or any company pricing anything that's available only in limited quantities.

It's also something that may work in your favor. A hotel or a cruise line prices (broadly) based on demand. You may need to travel in a certain period, but if prices are low due to a lack of demand, you benefit.

Disney, Royal Caribbean, Carnival, Norwegian, and many others have left money on the table because they don't want to be like Ticketmaster, piling every last dollar from fans. They also want people to return, so while prices climb and fall depending on demand, it's not fully dynamic with no cap.

Dynamic pricing drives revenue. That's what a business should be doing, while also considering long-term goals and customer experience.

When there is a real scarcity (as with Springsteen tickets in some markets), selling to the highest bidder is appropriate for the company and, perhaps, fair to the consumer.

No one wants to sell your house, old collectibles, or anything else at a "fair" price, so why should businesses? Supply and demand, balanced with the need for long-term customer relationships, sets prices. That means that some people will be priced out.

Not everyone can afford Springsteen tickets, a cruise, or a Disney visit. It may not be pleasant to hear, but it's a fact of life.

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