Vso subscription

Sum of Degrees of Mean Sum Source of Variation Squares Freedom (df) of Squares F-ratio

Advertising 360 3 120 3.0a

Store size 88 2 44 1.1

Interaction 984 6 164 4.1b

Unexplained variation 480 12 40

Total 1,912 23

TABLE 18-8 Analysis of Variance of Sales Changes

a Significant at the .10 level. b Significant at the .05 level.

Cases for Part III Data Analysis

CASE III-I The Vancouver Symphony Orchestra1

Daniel Gardiner and Charles Weinberg

At an afternoon meeting at the Vancouver Symphony Orchestra (VSO) offices, three executives, concerned with the marketing of the VSO, were discussing some of the challenges they currently faced.2

Ed Oscapella: We’ve got to do something, and do it fast, to get out of this diffi- cult situation. Time is running out of the 1987/88 season.

Jane Corbett: From my point of view, I’ve got to find out who wants what: Do sub- scribers want something different than nonsubscribers? If so, what? We’ve got all this information that needs analyzing and I’m hoping it will be useful in marketing the 1987/88 season.

E. Douglas Hughes: I’ve got to decide on an appropri- ate theme or themes to communi- cate to the segment(s) we go after. We’ve got to give the printers sufficient lead time to get our brochures out, so I need to know what to focus on in the promotion.

Armed with the computer data from a recent audi- ence survey completed January 6, 1987 (four weeks ear- lier), the three knew that they had to sift through all the information very carefully. Within two weeks, they had to come up with a set of specific and actionable recom- mendations. The VSO’s Board had already voted to cancel many concerts in June so as to lower its deficit.

All three agreed that perhaps their immediate task was to build ticket sales for the remaining four months of the 1986/87 season. The guest artist and concert schedule from February through June is shown in Marketing Research in Action III-1. During this time period, two subscription series were offered. The first was a six-concert “Seagram Pops” series. The second was a five-concert celebration series. In the prior year, a “Musically Speaking” series and “Jubilee” series were both offered.

Background Situated midway between Asia Pacific countries and the United Kingdom and approximately 40 miles north of the United States, Vancouver is Canada’s third largest city. Home to more than 1.3 million people, Van- couver is the largest metropolitan area in Western Canada and is an emerging center of international trade and investment.

Vancouver is rated one of the five most beautiful cities in the world, and in addition to varied recre- ational and sports attractions, Vancouver has many cul- tural and theatrical attractions as well. These include

1 Ed Oscapella, Executive Director; Jane Corbett, Director of Marketing; and E. Douglas Hughes, Director of Communications for the Vancouver Symphony Orchestra. 2 The data for this case are available; see your instructor.

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VSO Guest Artist and Concert Schedule February–June 1987

Date Series Conductora Soloist

Feb. 7, 9 CS#1 R. Barshai I. Kipnis, harpsichord

Feb. 13 Recital V. Ashkenazy, piano

Feb. 15, 16, 17 J#8 R. Barshai C-L Lin, violin

Feb. 19, 20, 21(2) Bal #2 P. N. Balet Vanc-Cantata Singers

Feb. 24(2) School P. McCoppin K. Rudolph, pic., E. Volpe, hp.

Feb. 27, 28, Mar. 2, 3 POP#2 S. Dankworth No soloists

Mar. 8, 9, 10 J#9 H. Holliger Cond & ob soloist

Mar. 12 Recital M. Perahia, piano

Mar. 14, 16 CS#2 G. Sebastion B. Tuckwell, hn

Mar. 18 Benefit Concert M. J. Fox, T. Banks, B. Zarankin, piano/E. Northcott

Mar. 19, 20, 21(2) Bal #3 E. Stafford Royal Winnipeg Ballet

Mar. 24 SP Bal P. McCoppin R. Nureyev and Friends

Mar. 29, 30, 31 J#10 Y. P. Tortelier W. Klien, piano

April 3, 4, 6, 7 POP#3 R. Hayman The Cambridge Buskers

April 6 Tea & Trumpets P. McCoppin E. Northcott, sop, O. Lowry, host

April 12, 13, 14 J#11 K. Akiyama L. Lortie, piano

April 18, 20 CS#3 T. Otaka A. de Larrocha, piano

April 21 SP P. McCoppin Visions: Mission Andromeda