Market-Based Management 6th Edition by Roger Best

Exercise 11

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 Trade-Offs and Customer Value (Figures 4-28 to 4-30)
A. Create a trade-off analysis that considers three levels of hamburger quality (poor, average, and good), service quality (poor, average, and good), and price (25% lower than average, average, and 25% higher than average). Rank your preferences for the nine options from 1 (most preferred) to 9 (least preferred). Which aspect of price or performance is most important and which is least important?
B. Which aspect of an average product would you change to improve the overall value?