基本上威廉姆森應該使用的定價策略應該基于事件或游戲的流行和團隊參與游戲(霍夫曼,2005)。使用這種策略威廉姆森將能夠吸引所需的數量的觀眾目睹了不同的游戲在體育場不犧牲收益極大化的目標。由于這個原因威廉姆森應該使用的定價策略應該基于不同運動的體育賽事,觀眾很少參與應該采用滲透定價策略,推低價格的機票將被用作主要的營銷技術,將有助于推動所需數量的觀眾向倫敦奧林匹克體育場(阿克,2003)。另一方面,體育活動,被認為是更有趣,更涉及個人由于類型的團隊參與比賽或由于運動的性質,應該使用選擇性策略,門票應該授予那些可以擴展所需的支持團隊或個人玩這個游戲,因為這個原因,威廉姆森應該使用定價策略的溢價定價策略將被用來作為主要他們限制不受歡迎的觀眾對體育場和將幫助在吸引觀眾對體育場那些可以提供所需的支持團隊和個人參與游戲(斯坦頓et al .,2005)。提到的定價策略有優勢是因為它不僅有助于吸引所需的許多觀眾對奧運事件,但也將有助于實現的收入目標出發的事件(埃文斯&伯曼,2007)。策略將有助于會議廣播閾值,因為它將幫助會議出席的目標與不同的游戲。此外,威廉姆森還應該尋找的方式他可以吸引人們歸屬感來自不同年齡組有一些體育賽事,更需求存在和觀眾可以愿意支付任何價格的機票由組委會(Frever,2003)。在這方面,應該使用不同的定價策略來吸引人屬于不同的年齡組。例如,除了常規的票,有可能在80年左右總數的90%票10到20%的門票應該預留給16歲以下的年輕人和成年人60歲以上。這種策略將有助于駕駛所需的觀眾對體育賽事,將有助于提高收視率。
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.