Answered: What features matter to customers, and…

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

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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 ?