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Essay Details:
Essay text:
Theory states that Wembley should charge as close to the willingness to pay of its customers as possible to maximise its profits1. The ability to do this depends on demand and the ability to price discriminate between market segments.
3 Absolute Demand
Absolute demand for tickets will be high due to several factors:
? Football is England's national sport
? Watching live matches is popular
? Wembley Stadium is the ?home of football' with a long and distinguished history
There is good evidence for assuming high demand:
? The last three competitive England home games were sold-out2
? Attendance figures for club matches are consistently high3
? Recent cup finals at Cardiff Millennium Stadium were sold-out4
Actual demand varies between market segments but can be found from market research, e...
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