I think the phrase is 'demand pricing'
I like to think I was one of the pioneers of yield management at BA when, back in the mid-1970s, one of my jobs was to set the capacity allocations for the newly-introduced APEX fares on North Atlantic flights, by the simple process of looking at last year's loads, day-by-day, and deciding, off the top of my head, whether we could spare 5, 10, 15 or 20 on a VC10, maybe as many as 50 on a 747.
I think techniques have evolved since then.