1. Based on the conjoint analysis results in Table 6-1 "Utility Score Data" on page 69 (maybe a different page on your e-book), which attribute does the conjoint analysis indicate is the most important in the Blazers fans' ticket purchase decision?
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. 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?
   

UTILITY TICKET PRICE ATTRIBUTE IMPORTANCE UTILITY TICKET LOCATION ATTRIBUTE IMPORTANCE UTILITY # of games ATTRIBUTE IMPORTANCE 0.65646 $15 per seat/game 0.73169 300 level behind basket 0.03257 3 0.22011 $25 per seat/game -0.43716 300 level corners 0.24383 6 0.126 $35 per seat/game 0.15736 300 level midcourt -0.2764 10 -1.02557 $60 per seat/game 1.01148 200 level midcourt TICKET LOCATION FIXED COST Table 6-3 Cost of Promotional Items Cost 300 level behind basket 10.00 Promotional Item 300 level corners 12.00 Priority for playoff tickets $0.00 300 level midcourt capability Hot dog and soda with each ticket $3.25 18.00 $12.00 200 level midcourt 40.00 ell ticket Trail Blazers apparel (hat, jersey, etc.) $10.00 prefere $20 gift certificate to a popular restaurant sell a la Source: Portland Trail Blazers