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Pricing plays a role: both a and b,

in the fine cut of the stage of the purchase decision; in the rough cut stage of the purchase decision

Which of the following is NOT one of the fourproduct characteristics ?

quality

Rapid movement of an existing product on the Perceptual Map

requires low automation levels

What section on the Perceptual Map is considered ideal for the low end segment?

upper left

Labor costs are driven by three factors

wage and benefit rates, automation levels, and second shift

Adding one additional unit of capacity costs

$6 + ($4 * Automation level)

How much does it cost for mtf per 1000 of reliability?

.30

how much do segment prices fall each year?

.50

hat percentage of additional awareness does the second(first) $1,000,000 increase in promotion budget buy?

20% (26%)

Products must plot within units from the center of the circle on the Perceptual Map to survive the Rough Cut:

4

f a product's price was $20, its material $8, and its labor $7, the Margin Per Unit would be:

5

Emergency loans are made at what rate over normal Current Debt interest rate?

7.5

If your company has sales budget of $3 million and it drops to zero:

Accessibility drops to 0% in three years

Which of the following are not considered Fine Cut

automation

The Promotion budget affects:

awareness

Where is proximity to the Ideal Spot particularly important

high tech segments

Increasing a products reliability will result in which of the following changes to production costs?

higher material cost

Dividends are paid to stockholders

in quarterly installments at a rate per share that you will establish at the beginning of the year

EPS (Earnings Per Share) is calculated by

dividing net profit by the number of shares

Which customer group or market segment seeks high reliability, advanced technology products that emphasize high performance?

Performance customers

f you are marketing to High End Customers, which criteria is most important to them in order of importance?

Positioning, Age, MTBF, Price

What two factors are considered in both the Rough Cut and Fine Cut of the customers buying process?

Price and Reliability

Which automation rating requires the longest time to reposition a product?

10

What is your bond rate? The prime rate is 10%; your current bond rating slipped on category (to AA).

11.9

Inventory Carrying Costs is % of the average cost of production

12

If you want to add 500,000 units to an assembly line with an automation rating of 5

13 mill

How is the strength of sales channel measured?

Accessibility on a scale of O to 100%

Which of the following is true about Accounts Receivable Lag and its implications on demand?

At 60 days, demand is 98.5%

Stock price is a function of:

Book Value, EPS, and Dividend

What is market segment?

Group of customers with similar purchasing concerns

Within the process management initiatives, channel support systems.

Increase in effectiveness of the sales budgeted and therefore demanded

What happens to a product priced $1 above or below the segment guideline when a segment's product supply outstrips demand?

It loses 20% of its appeal

MTBF in the segments should be

MTBF (performance) > MTBF (high end); MTBF (low end) < MTBF (size)

Marketing is concerned with 4 things, what are they?

Price, Place, Promotion and Product(4 Ps)

What happens to a product's Perceived Age when it is repositioned in R&D

Reduced by 50%

Customers go through a two-stage buying process:

The Rough and Fine Cut. In the Rough Cut, buyers focus on four product characteristics.

Repositioning moves a product on the Perceptual Map form its old location on a new one?When does the new location become active?

The day the r and d project is done

What is one draw-back of increasing automation?

The product requires increased time/expense for subsequent short

Which customer group or market segment seeks proven products using current technology?

Traditional Customers

The Perceptual Map:

a marketing tool used to compare products against customer perceptions

In order to achieve 100% accessibility,

a team must: have two products in the same segment

In capstone, pricing standards are set by

customers

An increase in promotional budgets have

decreasing returns overtime

When a product is moved to a new location on the Perceptual Map, the Perceived Age (or Age) is:

divide in half

The economic environment for this simulation game will include: a favorable environment

featuring modest growth, low inflation and reasonable interest rates

changing MTBF

have no impact on Perceived Age

Which customer group or market segment seeks cutting edge technology in both size and performance?

high end

If you purchase production capacity and automation

it is available in the next year

What is the minimum amount of time it takes to create a new product?

it is available in the next year

When tracking market segments on the performance and size Perceptual Map, which segment moves or "drifts" the slowest

low

The two characteristics that the Perceptual Map evaluates are:

performance and size

What is the most important criteria to a "High End Segment" customer?

positioning

What is the most important criteria to a "Low End Segment" customer

price

Which product attribute do Low End customers value the most?

price

Which of the following is true?

traditional segment emphasizes the edge, low end segment price


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