Ann Marie has been working on pricing for the hotel where she works. She knows that business travelers stay at the hotel because it has easy access to the airport, and leisure travelers stay there because it is convenient to the shopping and entertainment districts. She is unsure whether she should raise rates for the business travelers, the leisure travelers, both, or neither. As she works to find the best pricing mix, she'll have to look at the ways these travelers will evaluate the benefits of staying at the hotel. In doing so, Ann Marie will be using: