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WEEK 6 - Review this week's case, The Springfield Nor’easters: Maximizing Revenues in the Minor Leagues
Use the template below and review the grading rubric closely.
WEEK 6 - CASE - GRADING RUBRIC.doc
WEEK 6 - THE SPRINGFIELD NOR EASTER TEMPLATE.doc
This case raises important issues in market research and service pricing. A Class A minor league baseball team has started up in Springfield, Massachusetts and – a year-and-a-half in advance of the first game – is planning its first season. The game dates have already been determined, but pricing decisions remain. Management is evaluating the findings of a detailed survey of potential season and single-game ticket buyers, hoping to use the resulting insights to help it price tickets and design season ticket packages. But the team marketing director’s conceptualization of his key concerns becomes increasingly complex as he considers the intricacies of ticket pricing and ancillary issues such as concessions.
After your analysis of the case, prepare a response to the following questions:
1) Evaluate the research survey undertaken by the League Sports Association and by Larry Buckingham, Nor’easters’ marketing director. Consider each step in the process that led to the findings of the survey.
2) What do you consider to be the key findings of the research survey? Comment on what Buckingham learned about a prospective customer profile, pricing, and single-ticket versus season-ticket packages.
3) What considerations should the Nor’easters take into account in establishing a pricing policy?
4) Design a ticket pricing plan for the Nor’easters’ first season. Be very specific, and be prepared to explain the assumptions – especially assumptions of cause and effect – that underlie your strategy. Should Buckingham offer more than one type of season package? How, if at all, should ticket pricing vary by package type? How, if at all, can Buckingham take advantage of consumer interest in grandstand seating?
5) Using the pricing plan you have designed and given Buckingham’s assumptions about concession sales, will the team reach breakeven in the first year? If not, what options does Buckingham have to reach his target?
In your response to these questions, be as thorough as possible. In case analysis, you always want to support your answers with a cited source. In addition, utilize material from the textbook readings in your response.
Post your 5+ page (double-spaced) response to these questions by Saturday at 11:55 p.m.
This is a SafeAssign assignment. Your SafeAssign Score must be under 25%.

GRADING RUBRIC BUOL 533 - Marketing Management
Week 6 – The Springfield Nor’Easters… CASE PAPER Points Possible Points Earned
Use the Template provided – minus points if you do not. You must include subject headers for organization – minus 5 points if missing. Answer each question (use template provided) with substantive MARKETING terms and focus with minimum FIVE PAGES – ATTACH IN A WORD DOCUMENT. Do NOT write out questions – minus 5 points if you do. Review the Written Assignment Expectations – lost points for not following these directions. SafeAssign Plagiarism Check must be under 25% - lost points if more. 70
TWO or more AUTHORED references used and cited clearly within the paper. References go beyond web sites and are Marketing references. Your textbooks may be used. If the authored reference is not cited in APA format, it does not count! An authored source is one where a human’s name is associated with the writing. A general web site like the United States Census Bureau is a good source, but it is not associated with a specific human’s name and thus it would be fine to use, but you still would need two authored sources. If reference page and citations do not match 100% - minus 10 points. Confirm before submitting. Review this video: https://www.youtube.com/watch?v=LbyJdMz-Ato
20
Posted by SATURDAY – (minus 5 points if posted on SUNDAY) (5)
APA format (1” margins, Times New Roman 12 font, double-spaced, and more) 10
Total 100
This is general help for all students.
• If you need help with putting your references in APA format on your reference page, please see this web site (select APA at the top of the web page) http://www.calvin.edu/library/knightcite/
• Remember, APA requires that the second & subsequent lines of the references are indented five spaces and that your references are in alphabetical order.
• Please check out http://owl.english.purdue.edu/owl/resource/560/01/ for a proper cover page format in APA.
This is a stellar video on APA citations…
Whenever you use a source, you must have an in-text citation and a reference citation. They're a matched pair--like shoes or gloves. What are the differences between an APA in-text citation and an APA reference citation? How do the two work together? See this video:
VIDEO on citations in APA =
https://www.youtube.com/watch?v=LbyJdMz-Ato
Written Assignment Expectations – you could lose points if you do not deliver these items:
• References MUST be cited within your paper in APA format. Your reference page and citations must match 100%. Minus 10 points if they do not.
• No bullet points, numbered lists or alphanumeric lists. All items in these papers must be written in full sentences / paragraphs. These are formal papers.
• Provide the EXACT web link for all online sources – do not provide just the home page, but the EXACT LINK – I check all sources
• No abbreviations – write formally
• Always include a reference page with multiple outside references (at least two that are authored).
• Write MORE than the minimum requirement of the word count assigned.
• As always, the word count is ONLY for the BODY of the paper – the cover page, Abstract, reference page, and / or Appendix (if included) do not count towards the word count for the paper.
• Indent the first line of each new paragraph five spaces
• NO PDF FILES! Use the templates in Microsoft Word I provided you.
• No all capital letters – never do this – not even in the reference page.
• No extra blank lines between the sections – deliver a tight paper
• One reference citation per sentence – do not put multiple sources crediting that one sentence – never do this- minus 5 points if you do.
• Use authored outside references. Zero points given for non-authored web sources. You may use a brand web page too, but you still need an authored source too. Recap your reference in APA format only at the bottom of your posting. Your reference must be clearly cited within your posting to count. Always provide the exact web site address for this course in your recap of references for full credit. An authored source is simply one that is associated with a human(s) NAME. For example, your textbook is an authored source. The United States Census Bureau is not an authored source. But it is fine to use as long as you ALSO use an authored reference source. No videos, blogs, tweets, wikis, interviews, podcasts, encyclopedias, or dictionaries allowed – use an authored reference.
• SafeAssign Score must be under 25%.
WEEK 6 - Review this week's case, The Springfield Nor’easters: Maximizing Revenues in the Minor Leagues

This case raises important issues in market research and service pricing. A Class A minor league baseball team has started up in Springfield, Massachusetts and – a year-and-a-half in advance of the first game – is planning its first season. The game dates have already been determined, but pricing decisions remain. Management is evaluating the findings of a detailed survey of potential season and single-game ticket buyers, hoping to use the resulting insights to help it price tickets and design season ticket packages. But the team marketing director’s conceptualization of his key concerns becomes increasingly complex as he considers the intricacies of ticket pricing and ancillary issues such as concessions.

After your analysis of the case, prepare a response to the following questions:

1) Evaluate the research survey undertaken by the League Sports Association and by Larry Buckingham, Nor’easters’ marketing director. Consider each step in the process that led to the findings of the survey.

2) What do you consider to be the key findings of the research survey? Comment on what Buckingham learned about a prospective customer profile, pricing, and single-ticket versus season-ticket packages.

3) What considerations should the Nor’easters take into account in establishing a pricing policy?

4) Design a ticket pricing plan for the Nor’easters’ first season. Be very specific, and be prepared to explain the assumptions – especially assumptions of cause and effect – that underlie your strategy. Should Buckingham offer more than one type of season package? How, if at all, should ticket pricing vary by package type? How, if at all, can Buckingham take advantage of consumer interest in grandstand seating?

5) Using the pricing plan you have designed and given Buckingham’s assumptions about concession sales, will the team reach breakeven in the first year? If not, what options does Buckingham have to reach his target?

In your response to these questions, be as thorough as possible. In case analysis, you always want to support your answers with a cited source. In addition, utilize material from the textbook readings in your response.

Post your 5+ page (double-spaced) response to these questions by Saturday at 11:55 p.m. Before Monday at 8:00 a.m. of the next week, review the postings of classmates and post a meaningful comment or question (150 words minimum) to two (2) classmates.
You need two authored references for this paper – one could be your textbook. If you use this source, see below for your reference page (obviously this needs to be in Times New Roman 12 font).