Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
Related questions
Question
Case Discussion Questions
-What features matter to customers, and which do not?
-What would the optimal wearable look like?
-Are you worried at all about the sample—are customers who visit the retailer representative of those who might purchase online?
-If you were to cluster the customers first, and then run a separate conjoint on each cluster, do you think the results would vary? Could the company create different wearables to satisfy multiple segments?
-What features do you wish the company had included that might appeal to customers more?

Transcribed Image Text:11:25
Read: Chapter 15 Marketing Research Tools
AA
Mini-Case How to
Design an
Attractive
Wearable Redux
• Design
Recall from Chapter 1, an electronics
firm was contemplating what
attributes would appeal to its
customers if it were to issue a new
wearable. The features that the brand
team focused on, and the dummy
variable codes, were these:
appearance:
• Apps activated by: touch (1)
An
$0 (1)
yes (1)
• Co-branding with
teams:
AA
wristwatch (1)
.5G
ng.cengage.com
earbuds (0)
voice (0)
$240 (0)
no (0)
B
?

Transcribed Image Text:11:25
Read: Chapter 15 Marketing Research Tools
AA
• Apps activated by: touch (1)
$0 (1)
● Annual fee:
yes (1)
• Co-branding with
teams:
AA
.5G
voice (0)
$240 (0)
no (0)
They ran a conjoint study on every
10th customer who came into one of
their retailer partner's stores until
they had a sample of 100. The four
factors listed above result in 16
combinations (2 × 2 × 2 × 2 = 16).
Each person rated the 16 possible
options from 1 (would not consider
buying such a wearable) to 100
(would definitely purchase such a
unit). The regression results follow:
ng.cengage.com
Wearable attractiveness = 0.6
wristwatch +0.2 activation +0.9
fee + 0.1 co-branding
B
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