MarketingCS10 - BA 340 Principles of Marketing Heather...

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BA 340 Principles of Marketing Heather Bosner Bishop January 29, 2009 Case Study Chapter 3 (Case 10 Fulton’s Ice Land) Case overview : Steve Fulton owns Fulton’s Ice L and, the only ice-skating rink in a city of 450,000 people. He runs a successful hockey program and is trying to start public skating sessions that if successful will bring in much more money per hour (from the charges for using the rink, skating rentals, and concessions) if it is successful. So far he has not been able to bring in the number of people necessary to the public skating sessions to make it a success. He has gave consideration to what would be the most popular times -weekend afternoon and evening sessions and set up 14 public skating sessions. The turnout hasn’t been as high as he anticipated so with the cost of the extra staff, the revenue from using the rink for public skating of for the hockey program is the same. The turnout at the afternoon sessions are mostly kids and the Friday and Saturday evening sessions are targeted to teenagers
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This note was uploaded on 04/20/2010 for the course BA 340 taught by Professor Michaelsims during the Spring '10 term at Humboldt State University.

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MarketingCS10 - BA 340 Principles of Marketing Heather...

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