ABSTRACT
The value of income generated from box office sales, entrance fees and supplementary trading can be significantly influenced by marketing strategies, and specifically, pricing strategies. For any organization that trades with customers, prices are a key factor that will determine its ultimate income, and pricing links many other marketing decisions being made in an organization. The findings offered Lookingglass insight into how it might raise its prices without meeting customer resistance. Implementing a pricing strategy involves setting prices for events that will meet an organization's objectives within the constraints imposed by market and competitive factors. In formulating a pricing strategy it is important to be aware of competitive prices. Pricing in the amateur arts sector is sometimes guided by the profit motive, in that any surplus generated by a production will be used to invest in the next. The market for amateur performances tends to consist largely of friends and family of the performers.
