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question 70

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Use the following to answer the questions.
The YMCA in mid-town Atlanta has recently upgraded its facilities,including building a new olympic-sized swimming pool and children's playground.All locations of the Atlanta "Y" are open from 6:00 am until 11:00 pm,360 days a year.The children's playground is accessible for members only,and is a fenced and secured area.During the weekdays,children under the age of 12 can engage in supervised activities at the playground,for no extra fee.Additionally,there are swimming classes for children of all ages,which is also covered by the monthly membership fee.The swimming pool has been very popular with the professionals who stop by for a swimming workout before or after work.
Many of the YMCA locations are very busy all year,however,the midtown "Y" is busier during the early morning and early evenings.At a recent meeting,Maya Sinclair,its manager,shared her concerns about getting more people into the "Y" at other times of the day.She asked for ideas from her staff about how to do this.She also said that the city of Atlanta had reduced the "Y"'s funding for the next year by 20%.This would cause a need for the "Y" to either gain additional members or charge more per member for the annual fee.
-Refer to Scenario 12.1.Kyle Jackson,one of the staff members at the YMCA,suggested that the "Y" offer discounted memberships to senior citizens over the age of 65; however,they could only use the facility between the hours of 9:00 am and 4:00 pm.Kyle's plan is most likely addressing the issue with ____,and relates to the ____ characteristic of services.

Definitions:

Enhance Customer Perceptions

Strategies aimed at improving how consumers view and evaluate a company's products or services.

Markdowns

Reductions in the selling price of goods, often to clear old stock or respond to reduced demand.

Complementary Products

Products that enhance the use of a primary product or are better used in conjunction with the primary product, increasing customer satisfaction and sales opportunities.

Maintained Markup

The practice of keeping the difference between the cost price and selling price consistent across products or over time.