Although yield management has several advantages, as mentioned in the lecture material, it also has a number of potential disadvantages such as unfairness (i.e., customers perceive that firms behave unfairly), opportunistic behavior on the part of customer (i.e., increase customers price awareness and sensitivity and in turn not willing to purchase at normal prices) and perception problems (i.e., repeated use of price discount might give bad image of the firm and the quality of the service provided).

Do you think yield management creates a fair environment between firms & consumers? Are there times where you have seen this abused by either the customer or a firm? Provide examples or create a realistic scenario.