chapter  2
16 Pages

Preliminaries

This chapter covers pricing when customers can be charged for a purchase of single items, a la carte, or as a combination or 'bundle' of items, or be offered a choice between these two or more options. It deals with cases where the bundled purchase involves multiple uses, where each use offers something very similar: for example, a discount that applies to the number of performances an individual wishes to attend. The chapter considers discounts for families and other groups. As always, the price menu to be such that strong consumers do not find the option aimed at weak consumers so attractive that they choose to buy it instead of what was aimed at strong consumers. Arts managers must work within a framework that provides guidelines, as tried to give here, but there are no quick and easy solutions to the pricing of quantities. Discounts for larger, non-family groups are often offered, and this an example of market segmentation.