Which customer group should a small theatre target with a new Saturday morning show? The theatre has a choice between a puppet performance, a history lectur...
Question 1 Report
Which customer group should a small theatre target with a new Saturday morning show? The theatre has a choice between a puppet performance, a history lecture and an evening comedy event. Its manager has used ticket records and found that many previous morning visitors arrived with young children. The theatre needs to fill seats but also keep production costs within budget.
(a) Identify the customer group suggested by the ticket records. [1]
(b) Which one of the following shows is most likely to suit this group: a puppet performance, a history lecture, an evening comedy event or a late-night music concert? [1]
(c) Explain why matching the show to this customer group may increase ticket sales. [2]
Answer Details
(a) The records suggest the relevant customer group is families, parents or carers with young children. [1]
(b) A puppet performance is most likely to suit this group. [1] It is appropriate for young children and is scheduled at the morning time when these visitors have previously attended.
(c) A puppet performance matches the interests of young children and the suitable morning timing for their families. [1] As the show better meets the identified customers’ needs, they are more likely to buy tickets, increasing seat occupancy and ticket sales. [1]
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