Market-Based Management 6th Edition by Roger Best

Exercise 3

The four interactive marketing performance tools and application exercises outlined here will add to your understanding of economic value, price-performance value mapping, customer value, and price-performance trade-offs as they relate to customer value. To access the tools, go to www.MBM-BEST.com For many of the questions, you can enter the data presented to obtain the answers. You may also enter other data to see the results, and you can save your work. The figure numbers in parentheses are related examples in Chapter 4, but the lettered instructions pertain to the online exercises.
Price-Performance Value Mapping (Figures 4-16 and 4-17)
A. How would the customer value change if the price of the Canon A590 increased from $180 to $199?
B. How much could the price of the Fuji J10 be increased if Fuji wanted the camera to have a $10 value advantage over the next best customer value in the market?