Market-Based Management 6th Edition by Roger Best

تمرين 24

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.
Economic Value Analysis (Figures 4-12 and 4-13)
A. If Sealed Air sold its AirCap product for the same price as the competing product, how would the economic value change? Why shouldn't Sealed Air do this, as a price equal to the competitor's price creates more economic value for the customer?
B. What price would Sealed Air charge for its AirCap product to produce a zero economic value? This would make more money for Sealed Air, but why would this be an unwise move?