基本上威廉姆森应该使用的定价策略应该基于事件或游戏的流行和团队参与游戏(霍夫曼,2005)。使用这种策略威廉姆森将能够吸引所需的数量的观众目睹了不同的游戏在体育场不牺牲收益极大化的目标。由于这个原因威廉姆森应该使用的定价策略应该基于不同运动的体育赛事,观众很少参与应该采用渗透定价策略,推低价格的机票将被用作主要的营销技术,将有助于推动所需数量的观众向伦敦奥林匹克体育场(阿克,2003)。另一方面,体育活动,被认为是更有趣,更涉及个人由于类型的团队参与比赛或由于运动的性质,应该使用选择性策略,门票应该授予那些可以扩展所需的支持团队或个人玩这个游戏,因为这个原因,威廉姆森应该使用定价策略的溢价定价策略将被用来作为主要他们限制不受欢迎的观众对体育场和将帮助在吸引观众对体育场那些可以提供所需的支持团队和个人参与游戏(斯坦顿et al .,2005)。提到的定价策略有优势是因为它不仅有助于吸引所需的许多观众对奥运事件,但也将有助于实现的收入目标出发的事件(埃文斯&伯曼,2007)。策略将有助于会议广播阈值,因为它将帮助会议出席的目标与不同的游戏。此外,威廉姆森还应该寻找的方式他可以吸引人们归属感来自不同年龄组有一些体育赛事,更需求存在和观众可以愿意支付任何价格的机票由组委会(Frever,2003)。在这方面,应该使用不同的定价策略来吸引人属于不同的年龄组。例如,除了常规的票,有可能在80年左右总数的90%票10到20%的门票应该预留给16岁以下的年轻人和成年人60岁以上。这种策略将有助于驾驶所需的观众对体育赛事,将有助于提高收视率。
Essentially the pricing strategy that Williamson should use should be based on the popularity of the event or the game and team involved in the game (Hoffmann, 2005). Using such strategy Williamson will be in position to attract the desired number of audience to witness different game in the stadium without sacrificing the revenue maximization goals. Due to this reason the pricing strategy that Williamson should use should be based on different sports as some of the sports events where spectators are less involved should be pushed by adopting a penetration pricing strategy where a low price ticket will be used as a major marketing technique that will help in driving the desired number of spectators towards the London Olympic stadium (Aaker, 2003).
On the other hand, in sports events that are considered more interesting and more personally involving due to the types of team involved in the match or due to the nature of the sport being played, a selective strategy should be used where tickets should be granted to those individuals who could extend the desired support to the teams or individuals playing the game and for this reason, Williamson should use the premium pricing strategy where the pricing strategy will be used as a major them that will restrict the undesired audience towards the stadium and will help in attracting those spectators towards the stadium who could provide the needed support to the teams and individuals involved in the game (Stanton et al., 2005).
The mentioned pricing strategy has an edge due to the fact that it will not only help in attracting the desired number of spectators towards the Olympics event but will also help in accomplishing the revenue targets that has been set out for the event (Evans & Berman, 2007). The strategy will helps in meeting the broadcast threshold as it will help in meeting the attendance objectives associated with different games. In addition, Williamson should also looks for ways in which he could attract people belonging from different age group as there are some sporting events, for which much more demand exist and spectators could be willing to pay any price for the ticket that has been determined by the organizing committee (Frever, 2003). In this regard, different pricing strategy should be used to attract people belonging to different age group. For example, besides regular ticket that could be around 80 to 90% of the total tickets 10 to 20% of the tickets should be reserved for young people under age 16 and adults above 60 years of age. Such a strategy will help in driving the desired spectators towards the sporting event and will help in boosting the viewership.