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Sydney Aquarium Marketing Plan
§Domestic pricing and yield management
oThe domestic market is more price sensitive than international market
and 37% of all domestic visitors are families, so to attract them discounted family tickets are needed. during school holidays, when family visitation is high, yield declines, also due to concession and senior reduced rates, reducing profit margin.
oSelling discounted tickets to social clubs taps into Seniors target market
§International pricing and yield management
oDue to low exchange rate, prices are viewed as cheap and therefore
discounts are not necessary. However to attract more groups, discount entry rates must be offered to inbound tour companies, especially for Korea and China who are price sensitive. …
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