1. Based on the conjoint analysis results in Table 6-1 on page 69, which attribute does the conjoint analysis indicate is the most important in the Blazers fans ticket purchase decision? (3 points)

2. Given the description in the case and Table 6-1, out of all the ticket location/ticket price combos that Blazers could possibly offer, which ticket location/ticket price combo offers the highest utility to fans? (3 points)

3. If a fan bought a ticket without any promotional item included to begin with, how much would he/she be willing to pay to add those four different promotional items to the ticket individually? From the management perspective, are they worth being offered to fans at those calculated pricing points? (4 points)

autograp the survey LU IU Win free tickets to Blazers games, as well as hed Blazers items, such as jerseys, basketballs, and posters, for taking part in Study Findings The e-mail solicitations received a total of 204 valid responses (a 21% response rate). Eshibit 6-1 includes summary statistics regarding demographics and past Blazers-game attendance. Acuity began its analysis of the multigame packages by computing the attribute- level utility scores to better understand the stand-alone preference of each of the individual attribute levels. Table 6-1 shows the utility score data. Table 6-1 Utility Score Data Utility 0.03257 024383 Number of Games Three-game create-your-own pack, Including one elite team and two very good teans Sik-game create-your-own pack, including two elite teams and four very good teams Ten-game create-your-own pack, including any combination of teams UtilityTicket Price 0.65646 $15 per seat per game 0.22011 $25 per seat per game 0.126 $35 per seat per game -100257 $60 per seat per game UtilityTicket Location 0.73169 300 level, behind the baskets 0.43716 300 level, on the corners 0.15736 300 level, midcourt 101148 200 level, midcourt Utility Promotional Item 0.12511 Priority for home playoff tickets 0.17428 Hot dog and soda with each ticket 000158 Trail Blazer apparel (hat, jersey, etc.) 001689 $20 gift certificate for popular local restaurant -0.31786 No promotional item Source: Portiand Trail Blazers Although the conjoint study allowed all the attributes and levels to be randon assigned, in reality the Blazers were unwilling to allow certain price and seating 70 CUTTING-EDGE MARKETING ANALYTICS binations-no matter how well received they were-due to the cost structure o arena. They disallowed (1) 200-level seats for less than $60 and (2) 300-level re court seats for less than $25 of the mid- Cost of Multigame Packages Although the fan preference was extremely important to Blazers management any multigame packages the group designed had to be financially attractive and align with the organization's strategic goals. Each of the multigame ticket package atti butes had costs and strategic implications associated with it. Number of Games The Blazers preferred the sik-game package because it offered the capability of pairing the most popular teams with games that were more difficult to sell tickets to (for example, weekday games, less competitive teams, and so on). The next preference would be a ten-game package, because it allowed the team to efficiently sell a large number of the remaining games to a single fan. Seat Location Although nearly all the Blazers' stadium costs were fixed expenses, the organiza tion still applied a cost to each of the seat locations in the stadium. This cost structure had to be met, at a minimum, for any tickets that were sold and differed based on seat location. Table 6-2 shows the minimum seat pricing. Table 6-2 Fixed Costs Based on Seat Location Seat Location 300 level, behind the baskets 300 level, on the comens 300 level, midcourt 200 level, midcourt Source Portand Trai Blazers Fixed Cost $10.00 $12.00 $18.00 $40,00 autograp the survey LU IU Win free tickets to Blazers games, as well as hed Blazers items, such as jerseys, basketballs, and posters, for taking part in Study Findings The e-mail solicitations received a total of 204 valid responses (a 21% response rate). Eshibit 6-1 includes summary statistics regarding demographics and past Blazers-game attendance. Acuity began its analysis of the multigame packages by computing the attribute- level utility scores to better understand the stand-alone preference of each of the individual attribute levels. Table 6-1 shows the utility score data. Table 6-1 Utility Score Data Utility 0.03257 024383 Number of Games Three-game create-your-own pack, Including one elite team and two very good teans Sik-game create-your-own pack, including two elite teams and four very good teams Ten-game create-your-own pack, including any combination of teams UtilityTicket Price 0.65646 $15 per seat per game 0.22011 $25 per seat per game 0.126 $35 per seat per game -100257 $60 per seat per game UtilityTicket Location 0.73169 300 level, behind the baskets 0.43716 300 level, on the corners 0.15736 300 level, midcourt 101148 200 level, midcourt Utility Promotional Item 0.12511 Priority for home playoff tickets 0.17428 Hot dog and soda with each ticket 000158 Trail Blazer apparel (hat, jersey, etc.) 001689 $20 gift certificate for popular local restaurant -0.31786 No promotional item Source: Portiand Trail Blazers Although the conjoint study allowed all the attributes and levels to be randon assigned, in reality the Blazers were unwilling to allow certain price and seating 70 CUTTING-EDGE MARKETING ANALYTICS binations-no matter how well received they were-due to the cost structure o arena. They disallowed (1) 200-level seats for less than $60 and (2) 300-level re court seats for less than $25 of the mid- Cost of Multigame Packages Although the fan preference was extremely important to Blazers management any multigame packages the group designed had to be financially attractive and align with the organization's strategic goals. Each of the multigame ticket package atti butes had costs and strategic implications associated with it. Number of Games The Blazers preferred the sik-game package because it offered the capability of pairing the most popular teams with games that were more difficult to sell tickets to (for example, weekday games, less competitive teams, and so on). The next preference would be a ten-game package, because it allowed the team to efficiently sell a large number of the remaining games to a single fan. Seat Location Although nearly all the Blazers' stadium costs were fixed expenses, the organiza tion still applied a cost to each of the seat locations in the stadium. This cost structure had to be met, at a minimum, for any tickets that were sold and differed based on seat location. Table 6-2 shows the minimum seat pricing. Table 6-2 Fixed Costs Based on Seat Location Seat Location 300 level, behind the baskets 300 level, on the comens 300 level, midcourt 200 level, midcourt Source Portand Trai Blazers Fixed Cost $10.00 $12.00 $18.00 $40,00