Marketing in a Recession

Pricing strategy is always a “balancing act.” The organization does not want to seem desperate by looking like they are having a “fire sale.” However, in the purest sense of pricing, in this environment customers are seeking “value pricing.” They are willing to spend money if in return they get something which enhances their lifestyle or fulfills a need at what they consider to be an affordable price. Thus, I think symphony orchestras need to compare their pricing with that of other forms of entertainment — which might be perceived as comparable to attending a concert, including movies, sporting events, in-home entertainment as well as eating out at a restaurant — and set a price that reflects the value offered and the need satisfaction of the customer.

About the author

Margery Steinberg
Margery Steinberg

Associate Professor of Marketing and
Executive Director of The Center For Customer Service
University of Hartford

Dr. Steinberg earned her doctorate from the University of Connecticut and teaches courses in marketing, consumer behavior, and retailing. She has played a key role in working with the National Retail Federation in developing and implementing the job skill standards for retail sales associates, as well as work with the Connecticut Business and Industry Association to develop school-to-career skill standards for the retail, tourism, recreation and entrepreneurial cluster.

As the Executive Director of The Center For Customer Service, Dr. Steinberg has been the leading force in developing the Center’s retail and customer service training programs. Partnering with such organizations as Capitol Region Workforce Development Board, Community Renewal Team, City of Hartford Department of Social Services, and other agencies, The Center For Customer Service was a key player in the region’s Welfare-to-Work training and placement for over five years. In addition, the Center has been active in fostering community economic development in the Upper Albany neighborhood, one of Hartford’s economically disadvantaged areas. Dr. Steinberg developed and currently facilitates the Upper Albany Business Network, a collaboration of small retail and service businesses in Upper Albany. The Network received seed money from the Department of Community Economic Development (DECD) in partnership with the Connecticut Business and Industry Association (CBIA), and subsequently received a grant from the Department of Labor to develop and deliver customer service training to 50 small businesses in North Hartford. She also developed the Micro Business Incubator Program which matches University of Hartford students to work with small urban businesses to upgrade their skills and enhance their operations. This program’s funders include The City of Hartford, the Hartford Foundation for Public Giving, Travelers Foundation, United Technologies Corporation and Bank of America.

Dr. Steinberg is the Executive Vice President of the Boston Symphony Association of Volunteers, is a Board Member and Past President of the Hartford Symphony Orchestra, and serves on the Boards of several arts organizations including the Colonial Theatre in Pittsfield, Massachusetts and the Greater Hartford Arts Council.

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