Questions:

1. Review Figure 12.13. How would you evaluate the Jacksonville Jumbo Shrimp’s ticket options for individuals? Too many options? A good mix of options? Explain.
2. Should the Jumbo Shrimp adopt a form of variable pricing, whether it is charging higher prices for certain games, charging higher prices for walk-up purchases, or some other variable pricing structure? Support your position.
3. How would you recommend the Jacksonville Jumbo Shrimp pursue growth in ticket revenue? Should the focus be on:a) Increasing revenue on a per ticket basis
   b) Increasing number of tickets sold by offering more price-based ticket promotions c) Another approach?
4. Review Figure 12.14. would you propose any changes in the Jumbo Shrimp’s group ticket sales program? If yes, changes would you propose and why? If no, why would you leave the group sales program as is?
5. The breakdown of games month and day of the week is given in Figure 12.15. In order to make decisions about scheduling investments of marketing dollars against this schedule, what data or information that is not provided in the case would be beneficial? Why?