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d) The evaluation of the different criteria is scaled from +10 to -10, evaluate the difference between using this approach to one where respondents had 100 points to allocate between the different consequences.

d) The evaluation of the different criteria is scaled from +10 to -10, evaluate the difference between using this approach to one where respondents had 100 points to allocate between the different consequences.

Practical Management Science
Practical Management Science
6th Edition
ISBN:9781337406659
Author:WINSTON, Wayne L.
Publisher:WINSTON, Wayne L.
Chapter2: Introduction To Spreadsheet Modeling
Section: Chapter Questions
Problem 20P: Julie James is opening a lemonade stand. She believes the fixed cost per week of running the stand...
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Part d

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1. The table below shows the costs and benefits for consumers of buying sports shoes. Also shown are the scores that a representative sample of consumers in this category awarded each of those consequences. The final three columns show how these consumers rated the different brands on each criterion. Criterion Feels comfortable Wears out quickly Absorbs Evaluation +9 Easystride Speeder 6. Xpress 8. -7 10 6. +6 4. shocks well Has an attractive style -2 +4 7 8. Has a high price 2 4 Evaluation of each criterion is scored on a +10 (very positive) to - 10 (very negative) rating scale. Brand ratings are scored on a rating scale scoring a consumer's belief about a brand's performance on each criterion where 10 = the brand very much delivers the benefits (or costs) and 1= the brand does not do so at all. a) What are the attitudes that consumers have towards the different brands? b) If you were marketing the Easystride brand how could you use the marketing mix? c) If you were responsible for marketing the Xpress brand of shoes, describe the segmentation characteristics of the people towards whom you'd try and market your brand. d) The evaluation of the different criteria is scaled from +10 to -10, evaluate the difference between using this approach to one where respondents had 100 points to allocate between the different consequences.
Transcribed Image Text:1. The table below shows the costs and benefits for consumers of buying sports shoes. Also shown are the scores that a representative sample of consumers in this category awarded each of those consequences. The final three columns show how these consumers rated the different brands on each criterion. Criterion Feels comfortable Wears out quickly Absorbs Evaluation +9 Easystride Speeder 6. Xpress 8. -7 10 6. +6 4. shocks well Has an attractive style -2 +4 7 8. Has a high price 2 4 Evaluation of each criterion is scored on a +10 (very positive) to - 10 (very negative) rating scale. Brand ratings are scored on a rating scale scoring a consumer's belief about a brand's performance on each criterion where 10 = the brand very much delivers the benefits (or costs) and 1= the brand does not do so at all. a) What are the attitudes that consumers have towards the different brands? b) If you were marketing the Easystride brand how could you use the marketing mix? c) If you were responsible for marketing the Xpress brand of shoes, describe the segmentation characteristics of the people towards whom you'd try and market your brand. d) The evaluation of the different criteria is scaled from +10 to -10, evaluate the difference between using this approach to one where respondents had 100 points to allocate between the different consequences.
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