Market-Based Management 6th Edition by Roger Best

Exercise 10

The four interactive marketing performance tools and application exercises outlined here will add to your understanding of competitor analysis and sources of competitive advantage. To access the tools, go to www.MBMBEST.com.You may determine the answers to many of the questions by entering data offered. You may also enter your own data to see the results, and you can save your work. Each marketing performance tool is based on the Chapter 6 figure referenced in parenthesis.
Differentiation Advantage (Figure 6-9)
A. Create three product attributes for an MP3 player and indicate the relative importance of each, with the sum of the relative values equaling 100.
B. Use Apple's iPod as the company product and specify three competing MP3 players. Then rate each product attribute of Apple's iPod and each attribute of the three competing products on a scale that ranges from 0 (disastrous) to 10 (outstanding), where 5 is average.
C. What is Apple's product advantage index, and what does it imply with respect to customer value and profitability?