MARKETING >CUSTOM< (PB)
MARKETING >CUSTOM< (PB)
19th Edition
ISBN: 9781307525557
Author: Kerin
Publisher: MCGRAW-HILL HIGHER EDUCATION
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Chapter 13, Problem 1VC

a)

Summary Introduction

Case summary:

Company WG manufactures 4 categories of instruments, such as batch custom, mass produced, one-of-a-kind, and mass customized. It is necessary to set different prices to different categories of instruments to sustain in the business. Person BA, who is the vice president of Company WG, is responsible for setting the price.

The recommended retail cost is $349. Person BA calculates Company WG’s variable and fixed costs to know the break-even point and profit. Profits and break-even points are calculated under different conditions to assess the effects of production facility.

Characters in case:

Company WG

Person BA

Introduction:

Demand refers to the customer’s willingness and ability to pay for a product or service. Keeping the other factors constant, a decrease in the prices of product or service will increase the demand and vice versa.

To determine: The factors that are likely to affect the demand for Company WG for a first-time guitar buyer.

b)

Summary Introduction

Case summary:

Company WG manufactures 4 categories of instruments, such as batch custom, mass produced, one-of-a-kind, and mass customized. It is necessary to set different prices to different categories of instruments to sustain in the business. Person BA, who is the vice president of Company WG, is responsible for setting the price.

The recommended retail cost is $349. Person BA calculates Company WG’s variable and fixed costs to know the break-even point and profit. Profits and break-even points are calculated under different conditions to assess the effects of production facility.

Characters in case:

Company WG

Person BA

Introduction:

Demand refers to the customer’s willingness and ability to pay for a product or service. Keeping the other factors constant, a decrease in the prices of product or service will increase the demand and vice versa.

To determine: The factors that are likely to affect the demand for a musician, who needs a signature model.

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