Market-Based Management 6th Edition by Roger Best

Exercise 7

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.
Customer Value Analysis (Figures 4-20 to 4-26)
A. How would the company's customer value change if it raised its repair time rating from 5 to 7? How would this affect the competitors' customer values?
B. What would be the value impact of improving the ease-of-use product benefit from 4 to 6? Would this improve perceived customer value more than addressing the repair time benefit problem in the previous question?