1 Evaluate the research survey undertaken by the League Sports Association and by Larry Buckingham,

Nor’easters marketing director. Consider each step in the process that led to the findings of the survey

Buckingham started his research by using the League Sports Association survey done
in 2005 and confirmed that families with school age children were more likely to attend sporting
events. He also found that 73% of the audience of baseball games had an income ranging
from $22,500 to $75,000. This information was useful however Buckingham had done this only
to confirm some of the anecdotal findings listed in the local newspaper. He knew that just a
newspaper article and a three year old survey that covered four different major to minor league
sports was not sufficient to make any decisions. He then decided that going forth with a market
research survey was key in making any proper business decisions.
Buckingham’s first steps in developing a market research survey was to decide how to
answer the questions of how many people will come to Nor’easters games and how much shall
tickets cost? He started by calling a number of marketing directors of minor league teams in
order to help him better understand their business and their marketing perspectives. Most of
directors had similar ideas and he decided that with this little bit of guidance he could set out to
design a survey. He knew that done correctly he would maximize information yield for
management decisions and help to shed light on the trade-offs between ticket pricing and
concession sales.
Realizing that a mail only survey would take too much time and money, Buckingham
opted to mail out post cards that would direct participants to a web site. This method would
reduce his cost and waiting time for the results. Before releasing the study to the public
Buckingham conduct a few pretest to see if questions were confusing and needed to be
revised or omitted. He found that some needed questions needed revision so he changed
them for the better. After doing the initial investigation and pretest, Buckingham issued the
survey to 10,000 individuals in Springfield and offered the chance to win a reward of $500
worth of restaurant gift certificates. He designed the questions of the survey based on what he
had learned from the marketing director and the research he had done using the League
Sports Association survey. Since Buckingham wanted his survey to answer the two questions
of price sensitivity and sports attendance patterns, three sections focusing on seat location,
concessions, and personal background were created. Participants would answer these
questions from each category and Buckingham would then be provided with the information
necessary to create proper pricing.
Buckingham believed that the people that received the survey represented a decent
sample of Springfield’s population. In the end, there was 625 people who responded and he
was happy with those number even though they were weighted somewhat to people with
children. Buckingham knew this represented the target market and was not concerned with the
large amount of people with children represented in the sample. The overall results of the
survey provided Buckingham with enough insight to be able to make a decent decision on
ticket pricing and overall perspective of the target audience.
#2 What do you consider to be the key findings of the research survey? Comment on what Buckingham
learned about a prospective customer profile, pricing, and single-ticket versus season- ticket packages

There are a number of key findings that Buckingham can take away from the survey.
First, he now has a profile of potential customers. The customer profile is people who are 26-
35 years of age with children, have an income between $22,500 to $75,000, would attend
under 5 games per year or two, not necessarily a baseball fan, and are looking for family
entertainment. This profile can then be used to understand who is coming to games and why
they are coming. It is also assumed that of the customer profile about 391 percent of the
population would be willing to go to at least 1 game a year. This means the Buckingham can
assume that 21,582 people will at least come once in the season.
Another take away is that Buckingham has a good idea of what customers are willing
to pay for a ticket. Most customers are not willing to pay more for premium seating and are
willing to pay between $10-$14 per game. The market for single ticket buying is the biggest
and it is assumed that attendees are attending in substitution of other entertainment options
and pricing has to be set as such. There is only a small amount of market for the full season
tickets and lowering the price of tickets will be necessary to increase demand. However,
concession will make up for the lowering of the ticket price.

#3 What considerations should the Nor’easters take into account in establishing a

pricing policy?
The few consideration that need to be addressed in establishing a pricing policy are
tickets and concessions revenue at each price point, attendance at each price point, and the
discounts offered amongst different price points. As addressed in the next previous question
assumptions of how many people will eventually go to each game is key to establishing a
price. However, if no one goes at all there is no reasonable price that can compensate for lack
of attendance. Competing with other forms of entertainment such as movies and bowling is
also important to consider

#4 Design a ticket pricing plan for the Nor’easters first season. Be very specific, and explain the assumptions,
especially assumptions of cause and effect, that underlie your strategy. Should Buckingham offer more than
one type of season package? How, if at all, should ticket pricing vary by package type? How, if at all, can
Buckingham take advantage of consumer interest in grandstand seating?
The ticket pricing plan is mostly derived from the survey. There are some reasonable
assumption that can be made by analyzing the data received, however there are some
limitations to what is found. First, grandstand seating is not important to the populations and
the survey shows 72%2 will not pay more than 10% of the original ticket price. Since they are
dealing with such low ticket prices Buckingham can assume that selling a higher general
admission ticket to everyone is better than discounting for non premium seats. Make it a first
come first serve biases.
The packaging type and concession sales is very important to the price decision making
strategy (See Figure 1). The price people would be willing to pay for just 1 ticket or full season
package depends on the price and discount given to multiple ticket purchasers. For example,
at the single game price Buckingham can sell tickets at $14 but he is only going to get 14% of
the people willing to go. This means there will be less attending and less to buy concession.
However, if he decides to sell tickets at $10 there would be 80% attendance. According to
Figure 1 the optimal pricing where concession and ticket sales are producing the greatest
amount of revenue is $10. If Buckingham goes below that price the revenue generated begins
to decrease. It is also important to note that as concessions spending goes up the amount of
people spending goes down. 81%3 of the people are willing to spend between $6-$10 on
concessions so it is assumed that $8 is typical of what 81% of the people will spend. Since
concession and ticket prices are used as variables to calculate the optimal pricing mix for a
single ticket the same design can be used on all reaming packaging option. The results were
as follows and can be see in Figure 1:
•Single Ticket Option - $10 and individuals buying $8 worth of concession
•5 Game Ticket Option - $8 and individuals buying $8 worth of concession
•Half-Season Ticket Option - $6 and individuals buying $8 worth of concession
•Full-Season Ticket Option - $4 and individuals buying $8 worth of concession

#5 Using the pricing plan you have designed and given Buckingham’s assumptions about concession sales,
will the team reach breakeven in the first year? If not, what options does Buckingham have to reach his target?

At the current product prices Buckingham can expect to have a profit of $53,676 (See Figure
2). To calculate this profit Buckingham would first need to figure out the total population of
Springfield that would be willing to go to at least one game during the year, which is 21,5824.
Next, he must assume that amongst the population 54%5 would be interested in going to one
game, 28% would be interested in at least 5, 13% would be interested in half the season, and
5% would be interested in attending the full season. Now of that 54% who would be interested
to go to one game, 80%6 of them would actually go at $10. With the same rules applied to the
other pricing packages, 9297 people would go to one game, 5722 people would go to 5
games, 2546 people would go to 20 games, and 908 would go to the full season (Figure 2).
From that it is then possible to calculate that $765,258 of revenue would be generated from
ticket sales for the entire season. Ticket sales is not the only revenue generator that depends
on customers. Concession can make up another 30%-50% of revenue on top of ticket sales.
Buckingham assumes that not every one will buy concession, especially people who buy a
ticket and do not show. To calculate how much will be generated by concessions three
variables need to be considered. One, the percentage of people not showing up to a game.
Two, the percentage of people who will buy concessions at a certain price. Three, the profit
margin that is generated from concession. For example, at the 5 game pricing mix a person is
going to have a 97% chance of showing up and is going to have a 81% chance of buying at
least $6-$10 in concessions. Once that number is calculated with the number of games the
individual is attending and the number of people in the category, the final number will then
need to be multiplied by 39% to give you a total of $70,1337. The same calculation can
determine the hypothetical amount concessions will bring by each group. This total amount is
approximately $294,297 generated from concessions for each pricing package. Adding the
concession, ticket sales, support from town and school, and sponsorship from local businesses
there is a total of $1,105,555. The fixed cost is given as $1,051,879 so subtracting that from
$1,105,555 gives a net profit of $53,676. Buckingham is going to make a profit but only if
people attend games. There is always the chance that no one will show up. However,
according to the data the survey uncovered it appears that there will not be any problems
1 Evaluar la encuesta de investigación realizada por la Asociación de Deportes de la liga y por Larry
Buckingham, director de marketing de Nor'easters. Consider each step in the process that led to the findings of
the survey Tenga en cuenta cada paso del proceso que condujo a los resultados de la encuesta
Buckingham started his research by using the League Sports Association survey done
in 2005 and confirmed that families with school age children were more likely to attend sporting
events. Buckingham comenzó su investigación mediante el uso de la Liga de Deportes
Asociación encuesta realizada en 2005 y confirmó que las familias con niños en edad escolar
tenían más probabilidades de asistir a eventos deportivos. He also found that 73% of the
audience of baseball games had an income ranging from $22,500 to $75,000. También
encontró que el 73% de la audiencia de los partidos de béisbol tenía una renta que van desde
$ 22.500 a $ 75.000. This information was useful however Buckingham had done this only to
confirm some of the anecdotal findings listed in the local newspaper. Esta información es útil,
sin embargo Buckingham había hecho sólo para confirmar algunos de los hallazgos
anecdóticos que figuran en el periódico local. He knew that just a newspaper article and a
three year old survey that covered four different major to minor league sports was not sufficient
to make any decisions. Sabía que sólo un artículo de periódico y un estudio de tres años que
abarcó cuatro diferentes importante a los deportes de ligas menores no era suficiente para
tomar decisiones. He then decided that going forth with a market research survey was key in
making any proper business decisions. Entonces decidió que iba adelante con una encuesta
de investigación de mercado fue clave en la toma de cualquier decisión de negocios
adecuado.
Buckingham's first steps in developing a market research survey was to decide how to
answer the questions of how many people will come to Nor'easters games and how much shall
tickets cost? primeros pasos de Buckingham en el desarrollo de una encuesta de investigación
de mercado era para decidir cómo responder a las preguntas de cuánta gente vendrá a los
juegos Nor'easters y cuánto se los billetes cuestan? He started by calling a number of
marketing directors of minor league teams in order to help him better understand their
business and their marketing perspectives. Empezó llamando a un número de directores de
marketing de equipos de ligas menores con el fin de ayudarle a comprender mejor sus
negocios y sus perspectivas de comercialización. Most of directors had similar ideas and he
decided that with this little bit of guidance he could set out to design a survey. La mayoría de
los directores tenían ideas similares y decidió que que con este poco de orientación se podría
definir el diseño de una encuesta. He knew that done correctly he would maximize information
yield for management decisions and help to shed light on the trade-offs between ticket pricing
and concession sales. Sabía que él se hace correctamente maximizar la producción de
información para las decisiones de gestión y ayudar a arrojar luz sobre el equilibrio entre
precio de los billetes y las ventas de concesión.
Realizing that a mail only survey would take too much time and money, Buckingham
opted to mail out post cards that would direct participants to a web site. Consciente de que una
encuesta por correo solamente tomaría mucho tiempo y dinero también, Buckingham optó por
enviar por correo las tarjetas postales que ordenaría a los participantes a un sitio web. This
method would reduce his cost and waiting time for the results. Este método podría reducir su
costo y el tiempo de espera de los resultados. Before releasing the study to the public
Buckingham conduct a few pretest to see if questions were confusing and needed to be
revised or omitted. Antes de liberar el estudio al público realizar una prueba previa de
Buckingham para ver si algunas preguntas eran confusas y que necesitaba ser revisado o se
omite. He found that some needed questions needed revision so he changed them for the
better. After doing the initial investigation and pretest, Buckingham issued the survey to 10,000
individuals in Springfield and offered the chance to win a reward of $500 worth of restaurant
gift certificates. Él encontró que algunas de las preguntas necesarias necesitaba una revisión
por lo que les cambió para mejor. Después de hacer la investigación inicial y pre-test,
Buckingham emitió el sondeo a 10.000 personas en Springfield y le ofreció la oportunidad de
ganar una recompensa de $ 500 dólares en certificados de regalo restaurante. He designed
the questions of the survey based on what he had learned from the marketing director and the
research he had done using the League Sports Association survey. Since Buckingham wanted
his survey to answer the two questions of price sensitivity and sports attendance patterns,
three sections focusing on seat location, concessions, and personal background were created.
Diseñó las preguntas de la encuesta sobre la base de lo que había aprendido de la directora
de marketing y la investigación que había hecho con la Liga de Deportes encuesta de
Asociación. Desde Buckingham quería que su estudio para responder a las dos preguntas de
la sensibilidad al precio y la asistencia a los patrones de los deportes, tres secciones
centrándose en la localización del asiento, las concesiones, y los antecedentes personales
fueron creados. Participants would answer these questions from each category and
Buckingham would then be provided with the information necessary to create proper pricing.
Los participantes deberían responder a estas preguntas de cada categoría y Buckingham
entonces contar con la información necesaria para crear fijación de precios adecuados.
Buckingham believed that the people that received the survey represented a decent
sample of Springfield's population. Buckingham cree que las personas que recibieron la
encuesta representa una muestra decente de la población de Springfield. In the end, there
was 625 people who responded and he was happy with those number even though they were
weighted somewhat to people with children. Buckingham knew this represented the target
market and was not concerned with the large amount of people with children represented in
the sample. Al final, hubo 625 personas que respondieron y él estaba contento con los número
a pesar de que se ponderaron tanto a las personas con niños. Buckingham sabía que esto
representa el mercado objetivo y no se refería a la gran cantidad de personas con niños
representados en el muestra. The overall results of the survey provided Buckingham with
enough insight to be able to make a decent decision on ticket pricing and overall perspective of
the target audience. Los resultados generales del estudio previsto de Buckingham con una
visión suficiente para poder tomar una decisión digna de precio de los billetes y la perspectiva
general del público objetivo.

#2 What do you consider to be the key findings of the research survey? # 2 ¿Qué considera usted que son las
principales conclusiones del estudio de investigación? Comment on what Buckingham learned about a
prospective customer profile, pricing, and single-ticket versus season- ticket packages Opina sobre lo
aprendido acerca de Buckingham un perfil de cliente potencial, los precios y un solo billete-en comparación
con los paquetes de boletos de temporada
There are a number of key findings that Buckingham can take away from the survey.
First, he now has a profile of potential customers. Hay una serie de hallazgos clave que
Buckingham puede quitar de la encuesta. En primer lugar, que ahora tiene un perfil de clientes
potenciales. The customer profile is people who are 26-35 years of age with children, have an
income between $22,500 to $75,000, would attend under 5 games per year or two, not
necessarily a baseball fan, and are looking for family entertainment. This profile can then be
used to understand who is coming to games and why they are coming. El perfil de cliente es la
gente que son 26-35 años de edad con los niños, tienen un ingreso de entre $ 22.500 a $
75.000, asistiría a menores de 5 juegos por año o dos, no necesariamente un fanático del
béisbol, y están buscando para el entretenimiento familiar. Este perfil puede entonces ser
utilizada para comprender que ha de venir a los juegos y por qué vienen. It is also assumed
that of the customer profile about 39 1 percent of the population would be willing to go to at
least 1 game a year. También se supone que el perfil de los clientes acerca de 39 1 por ciento
de la población estaría dispuesta a ir a por lo menos un juego de un año. This means the
Buckingham can assume that 21,582 people will at least come once in the season. Esto
significa que el Buckingham se puede asumir que 21.582 personas vienen al menos una vez
en la temporada.
Another take away is that Buckingham has a good idea of what customers are willing
to pay for a ticket. Otra es que quite Buckingham tiene una buena idea de lo que los clientes
están dispuestos a pagar por un boleto. Most customers are not willing to pay more for
premium seating and are willing to pay between $10-$14 per game. La mayoría de los clientes
no están dispuestos a pagar más por asientos de primera calidad y están dispuestos a pagar
entre $ 10 - $ 14 por juego. The market for single ticket buying is the biggest and it is assumed
that attendees are attending in substitution of other entertainment options and pricing has to be
set as such. El mercado para la compra de billete sencillo es el más grande y se supone que
los participantes asisten en sustitución de otras opciones de entretenimiento y de fijación de
precios tiene que ser establecido como tal. There is only a small amount of market for the full
season tickets and lowering the price of tickets will be necessary to increase demand. Sólo hay
una pequeña cantidad de mercado de los abonos de temporada completa y bajando el precio
de las entradas será necesario aumentar la demanda. However, concession will make up for
the lowering of the ticket price. Sin embargo, concesión compensará la reducción del precio
del billete.

#3 What considerations should the Nor'easters take into account in establishing a

pricing policy? # 3 ¿Qué consideraciones se deben tener en la Nor'easters en cuenta
para establecer una política de precios?
The few consideration that need to be addressed in establishing a pricing policy are
tickets and concessions revenue at each price point, attendance at each price point, and the
discounts offered amongst different price points. La consideración pocos que deben abordarse
en el establecimiento de una política de precios son los boletos y los ingresos de concesiones
en cada punto del precio, la asistencia a cada punto de precios y los descuentos que ofrecen
entre los diferentes precios. As addressed in the next previous question assumptions of how
many people will eventually go to each game is key to establishing a price. However, if no one
goes at all there is no reasonable price that can compensate for lack of attendance. La que se
refiere la pregunta anterior siguiente hipótesis de cuánta gente irá finalmente a cada juego es
clave para establecer un precio. Sin embargo, si no se va a todos no hay precio razonable que
puede compensar la falta de asistencia. Competing with other forms of entertainment such as
movies and bowling is also important to consider. Competir con otras formas de
entretenimiento como películas y bowling también es importante tener en cuenta.
#4 Design a ticket pricing plan for the Nor'easters first season. # 4 Diseñar un plan de precios de entradas
para el Nor'easters primera temporada. Be very specific, and explain the assumptions, especially assumptions
of cause and effect, that underlie your strategy. Sea muy específico, y explicará las hipótesis, en especial los
supuestos de causa y efecto, que son la base de su estrategia. Should Buckingham offer more than one type
of season package? En caso de Buckingham ofrecen más de un tipo de paquete de temporada? How, if at all,
should ticket pricing vary by package type? ¿Cómo, en todo caso, deberían precio de las entradas varían
según el tipo de paquete? How, if at all, can Buckingham take advantage of consumer interest in grandstand
seating? ¿Cómo, en todo caso, puede Buckingham aprovechar el interés de los consumidores en asientos de
tribuna?
The ticket pricing plan is mostly derived from the survey. El plan de precio de los
billetes se deriva principalmente de la encuesta. There are some reasonable assumption that
can be made by analyzing the data received, however there are some limitations to what is
found. Hay algunas hipótesis razonables que se pueden realizar mediante el análisis de los
datos recibidos, sin embargo hay algunas limitaciones a lo que se encuentra. First, grandstand
seating is not important to the populations and the survey shows 72% 2 will not pay more than
10% of the original ticket price. En primer lugar, tribuna de asientos no es importante para la
población y la encuesta muestra un 72% 2 no pagará más del 10% del precio del billete
original. Since they are dealing with such low ticket prices Buckingham can assume that selling
a higher general admission ticket to everyone is better than discounting for non premium seats.
Puesto que están frente a esa precios de los billetes de baja Buckingham puede asumir que la
venta de un boleto de admisión general a todas las personas mayores es mejor que el
descuento para asientos premium no. Make it a first come first serve biases. Que sea una
orden de llegada sesgos.
The packaging type and concession sales is very important to the price decision
making strategy (See Figure 1). El tipo de embalaje y las ventas de concesión es muy
importante para la decisión de la creación de estrategia de precios (Ver Figura 1). The price
people would be willing to pay for just 1 ticket or full season package depends on the price and
discount given to multiple ticket purchasers. El precio que la gente estaría dispuesta a pagar
por tan sólo 1 billete o paquete de temporada completa depende del precio y el descuento
otorgado a los compradores boleto múltiple. For example, at the single game price
Buckingham can sell tickets at $14 but he is only going to get 14% of the people willing to go.
Por ejemplo, en el único juego de Buckingham precio puede vender los billetes a 14 dólares
pero él sólo va a obtener 14% de las personas dispuestas a ir. This means there will be less
attending and less to buy concession. However, if he decides to sell tickets at $10 there would
be 80% attendance. Esto significa que habrá menos y menos que asisten a la compra de
concesión. Sin embargo, si decide vender los billetes a 10 dólares habría 80% de asistencia.
According to Figure De acuerdo a la Figura 1 the optimal pricing where concession and ticket
sales are producing the greatest amount of revenue is $10. 1, el precio óptimo en concesión y
venta de entradas están produciendo la mayor cantidad de ingresos es de $ 10. If Buckingham
goes below that price the revenue generated begins to decrease. Si desciende por debajo de
Buckingham que el precio de los ingresos generados comienza a disminuir. It is also important
to note that as concessions spending goes up the amount of people spending goes down.
También es importante señalar que el gasto concesiones sube la cantidad de gente que gasta
baja. 81% 3 of the people are willing to spend between $6-$10 on concessions so it is assumed
that $8 is typical of what 81% of the people will spend. 81% 3 de la gente está dispuesta a
gastar entre $ 6 - $ 10 en las concesiones por lo que se supone que $ 8 es típico de lo que el
81% de la gente va a gastar. Since concession and ticket prices are used as variables to
calculate the optimal pricing mix for a single ticket the same design can be used on all reaming
packaging option. Dado que los precios y el billete de concesión se utilizan como variables
para calcular la mezcla óptima de fijación de precios para un billete sencillo diseño se puede
utilizar el mismo en todos los escariado opción de envasado. The results were as follows and
can be see in Figure 1: Los resultados fueron los siguientes y se pueden ver en la Figura 1:

• Single Ticket Option - $10 and individuals buying $8 worth of concession • Opción individual
de entradas - $ 10 y $ 8 personas compra por valor de concesión
• 5 Game Ticket Option - $8 and individuals buying $8 worth of concession • Opción 5 Juego
de entradas - $ 8 y $ 8 personas comprar por valor de concesión
• Half-Season Ticket Option - $6 and individuals buying $8 worth of concession • Media Abono
Opción - $ 6 y $ 8 personas comprar por valor de concesión
• Full-Season Ticket Option - $4 and individuals buying $8 worth of concession • Abono
completo Opción - $ 4 y $ 8 personas comprar por valor de concesión
#5 Using the pricing plan you have designed and given Buckingham's assumptions about concession sales,
will the team reach breakeven in the first year? # 5 Uso del plan de precios que han diseñado y dado de
Buckingham suposiciones sobre las ventas de concesión, será al equipo a alcanzar el umbral de rentabilidad
en el primer año? If not, what options does Buckingham have to reach his target? Si no, ¿qué opciones se han
Buckingham para llegar a su objetivo?

At the current product prices Buckingham can expect to have a profit of $53,676 (See
Figure 2). En el precio de los productos actuales de Buckingham puede esperar a tener una
ganancia de $ 53,676 (Ver Figura 2). To calculate this profit Buckingham would first need to
figure out the total population of Springfield that would be willing to go to at least one game
during the year, which is 21,582 4 . Next, he must assume that amongst the population 54% 5

would be interested in going to one game, 28% would be interested in at least 5, 13% would be
interested in half the season, and 5% would be interested in attending the full season. Para
calcular este beneficio Buckingham primero tendría que averiguar el total de la población de
Springfield que estaría dispuesto a ir a por lo menos un juego durante el año, que es 21 582 4.

A continuación, se debe asumir que entre la población el 54% 5 sería interesados en ir a un

partido, el 28% estaría interesado en por lo menos 5, 13% estaría interesado en la mitad de la
temporada, y el 5% estaría interesado en asistir a la temporada completa. Now of that 54%
who would be interested to go to one game, 80% 6 of them would actually go at $10. Ahora de
ese 54% que estaría interesada en ir a un partido, el 80% 6 de ellos irían realmente a partir de
$ 10. With the same rules applied to the other pricing packages, 9297 people would go to one
game, 5722 people would go to 5 games, 2546 people would go to 20 games, and 908 would
go to the full season (Figure 2). Con las mismas reglas aplicadas a los paquetes de precios de
otros, 9297 la gente iría a un juego, 5722 la gente iría a 5 juegos, 2546 la gente iría a 20
partidos, y 908 iría a la temporada completa (Figura 2). From that it is then possible to
calculate that $765,258 of revenue would be generated from ticket sales for the entire season.
A partir de ese entonces es posible calcular que 765.258 dólares de los ingresos serían
generados por venta de entradas para toda la temporada. Ticket sales is not the only revenue
generator that depends on customers. La venta de entradas no es el único generador de
ingresos que depende de los clientes. Concession can make up another 30%-50% of revenue
on top of ticket sales. Concesión puede hacer hasta un 30% -50% de los ingresos en la parte
superior de la venta de entradas. Buckingham assumes that not every one will buy
concession, especially people who buy a ticket and do not show. Buckingham se supone que
no todo el mundo va a comprar la concesión, especialmente las personas que compran un
boleto y no se muestra. To calculate how much will be generated by concessions three
variables need to be considered. Para calcular cuánto serán generados por las concesiones
tres variables deben tenerse en cuenta. One, the percentage of people not showing up to a
game. Uno, el porcentaje de personas que no aparecen a un juego. Two, the percentage of
people who will buy concessions at a certain price. Dos, el porcentaje de personas que van a
comprar las concesiones a un precio determinado. Three, the profit margin that is generated
from concession. Tres, el margen de beneficio que se genera a partir de la concesión. For
example, at the 5 game pricing mix a person is going to have a 97% chance of showing up and
is going to have a 81% chance of buying at least $6-$10 in concessions. Por ejemplo, en la
fijación de precios juego mezcla del 5 de una persona va a tener un 97% de probabilidad de
mostrar y va a tener un% de probabilidad de comprar 81 por lo menos $ 6 - $ 10 en las
concesiones. Once that number is calculated with the number of games the individual is
attending and the number of people in the category, the final number will then need to be
multiplied by 39% to give you a total of $70,133 7 . The same calculation can determine the
hypothetical amount concessions will bring by each group. Una vez que ese número se calcula
con el número de juegos de la persona que asista y el número de personas en la categoría, el
número final entonces tendrá que ser multiplicado por el 39% que le dan un total de $ 70,133
7. El mismo cálculo se puede determinar la cantidad concesiones hipotética aportará por cada
grupo. This total amount is approximately $294,297 generated from concessions for each
pricing package. Este importe total es de aproximadamente 294.297 dólares generados por
las concesiones para cada paquete de precios. Adding the concession, ticket sales, support
from town and school, and sponsorship from local businesses there is a total of $1,105,555.
Adición de la concesión, venta de entradas, el apoyo de la ciudad y la escuela, y el patrocinio
de las empresas locales hay un total de 1.105.555 dólares. The fixed cost is given as
$1,051,879 so subtracting that from $1,105,555 gives a net profit of $53,676. El costo fijo se da
como 1.051.879 dólares para restar que a partir de 1.105.555 dólares da una ganancia neta
de $ 53.676. Buckingham is going to make a profit but only if people attend games.
Buckingham se va a hacer un beneficio, pero sólo si las personas acuden a los juegos. There
is always the chance that no one will show up. However, according to the data the survey
uncovered it appears that there will not be any problems. Siempre existe la posibilidad de que
nadie va a aparecer. Sin embargo, según los datos de la encuesta descubrieron parece que
no habrá ningún problema.