02604nam a22004571i 4500 000706104 CaToSAGE 20240201082945.0 20231221214855.4 m o d cr un||||||||| 231221s2023 enka fo 000 0 eng d NEZPRACOVANÝ IMPORT 9781071931288 : No price SAGE Business Cases (OCoLC)1417356849 CaToSAGE eng rda pn CaToSAGE UtOrBLW HF5415.135 .L43 2023 658.802 Lecinski, Jim, author. Lyric Opera of Chicago : setting the scene to grow ticket sales / Jim Lecinski, John Masko. London : Kellogg School of Management, 2023. 1 online resource : illustrations. text txt rdacontent computer c rdamedia online resource cr rdacarrier SAGE business cases In the summer of 2022, the Lyric Opera of Chicago (Lyric), a major opera company, is facing a deepening challenge. Lyric has seen ticket sales decrease, declining from 54% of revenue in 1998 to 33% by 2018. Since 2010, the primary source of this decline has been a loss in subscribers-high-value patrons who attend several operas per year. This subscriber lack is concerning not just for the lost ticket sales but also because subscribers are far more likely than single-ticket buyers to make gifts (a stream that now constitutes 51% of Lyric’s revenue). As it plans to counter this downward trend, Lyric’s marketing team has two questions to answer: First, the team must decide which audiences to focus on to fill its empty seats-past subscribers, "opera-primed" lookalikes of past subscribers, more diverse audiences closer to Chicago’s urban core, or millennials; then, once the team chooses a target audience, it must determine how Lyric should address that audience with its product, customer experience, and opera programming choices. Description based on XML content. elektronické knihy fd186907 czenas electronic books eczenas Marketing Decision making Case studies. Strategic planning Case studies. Decision making Case studies. Masko, John, author. SAGE business cases. SAGE Knowledge https://sk.sagepub.com/cases/lyric-opera-of-chicago-setting-the-scene-to-grow-ticket-sales Plný text SBC EB NEPOSILAT EB