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View the Chapter 19 – Pricing Conceptsvideo.
Ski Butternut is a ski mountain in the Berkshires dedicatedto offering a great family ski value. In this video, Matt Sawyer discusses thevarious ways that Ski Butternut uses pricing to drive new business and localbusiness to the mountain. He also discusses how correct pricing, with inputfrom a seasoned and motivated sales team, can help the next year’s businessmodel through the development of a professional sales training program.
After viewing this company’s video, write an 800 word paperthat addresses the following questions:
- Howdo the product, place, and promotion elements of Ski Butternut’s marketingmix influence the pricing strategy the company has chosen?
- Wouldyou expect demand for Ski Butternut lift tickets to be elastic? Why or whynot?
- Whatrole do the product life cycle, competition, and perceptions of qualityplay in Ski Butternut’s pricing?