Amusement Park Pricing

Course Content: Lamb, C$.$W$.,$ Hair, J$.$F$.,$ McDaniel, C$.,$ Boivin, M$.,$ Gaudet, D$.,$ & Shearer, J$.(2019).$ MKTG: Principles of Marketing $(4$th Canadian Ed$.).$ Toronto, ON: Nelson Education Ltd$.$

You are a marketing manager for a brand$-$new, mid$-$sized amusement park, and you are trying to develop

an effective pricing strategy. Your park sits on the far edge of the downtown core of a major Canadian city.

The competition includes a second, much larger amusement park that is considered one of Canada$$s best

and is located in a more rural area, $60$ minutes drive from the city. This park is very popular with both

residents of the city and those in the surrounding suburbs. They have technologically advanced rides and

games, but they are starting to show their age. The park charges based on either single entry or $$ la carte.

During the summer months, several smaller fairs pop up in and around the city. These fairs typically charge

an $$ la carte fee and contain older rides and games.

$1.$ Pricing Objectives

$2.$ Pricing Strategy

$3.$ Base price structure $($single entrance fee or $$ la carte$)$

$4.$ Pricing Tactics and refinements for other situations $($groups$,$ seasons, bundles, etc.