Part 1 : Use the table provided here to answer the questions below: 1) which attribute is
Question:
Part 1 : Use the table provided here to answer the questions below:
1) which attribute is the most important and what is the decision weight of each attribute
2) What is the market share between the following 3 packages (hint: Conjoint video last two slides; assume a constant of zero; the utilities shown are already the result of beta*designcode):
(a) 3 game pack at $15 per seat at 300 level behind baskets with no promotional item
(b) 6 game pack at $60 per seat at 200 level with priority for playoffs
(c) 10 game pack at $25 per seat at 300 level midcourt with hot dog and soda
Utility | Number of Games | Utility | Ticket Location | ||||||
0.03257 | Three-game create-your-own pack, including 1 elite team and 2 very good teams | -0.73169 | 300 level, behind the baskets | ||||||
0.24383 | Six -game create-your-own pack, including 2 elite teams and 4 very good teams | -0.43716 | 300 level, on the corners | ||||||
-0.27640 | Ten-game create-your-own pack, including any combination of teams. | 0.15736 | 300 level, midcourt | ||||||
Utility | Ticket Price | 1.01148 | 200 level, midcourt | ||||||
0.65646 | $15 per seat per game | Utility | Promotional Item | ||||||
0.22011 | $25 per seat per game | 0.12511 | Priority for home playoff tickets | ||||||
0.12600 | $35 per seat per game | 0.17428 | Hot dog and soda with each ticket | ||||||
-1.00257 | $60 per seat per game | 0.00158 | Trail Blazers apparel (hat, jersey, etc.) | ||||||
0.01689 | $20 gift certificate for popular local restaurant | ||||||||
−0.31786 | No promotional item |
Part 2: Add the following packages to the set of packages found in the table for part 1 above (i.e. for a total of 5 packages in the analysis):
1) a 6 game pack at $35 per seat per game at 300 level on the corners with a $20 gift certificate
2) a 10 game pack at $60 per seat per game at 200 level with apparel
And then, answer the following questions:
a) What is the market share between the 5 packages
b) Which of the original 3 packages has suffered the greatest decline in market share by adding the 2 additional packages?
c) Which set of packages would you recommend to the Trailblazers, the original set of 3 or the new set of 5? For this:
use 10,000 as the total number of packages sold in either case
for costs, use the numbers below .
assume cost for ticket and seat = $0 (marginal cost not quite zero but we'll keep it simple)
assume costs of $3 per game for hot dog and soda, one time $20 for apparel, one time $10 for the gift certificate, and no cost for priority and "no item"
watch for the number of games in each pack when calculating revenues
Income Tax Fundamentals 2013
ISBN: 9781285586618
31st Edition
Authors: Gerald E. Whittenburg, Martha Altus Buller, Steven L Gill