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In this personal application assignment you will work on one product category or service offered by an organization in the United States that you would like to work for in the future.

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In this personal application assignment you will work on one product category or service offered by an organization in the United States that you would like to work for in the future. Site all your references. (1) You will need to get access to the magazine “Consumer Reports” (ConsumerReports.org) or any other consumer evaluation of a product category. You can google it if you want. (2) Select from the list of references the most recent one that has a PDF file. Look for a “Ratings Table” that includes a performance index and price per brand. (3) Construct a Cus...

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Question Preview:

In this personal application assignment you will work on one product category or service offered by an organization in the United States that you would like to work for in the future. Site all your references. (1) You will need to get access to the magazine “Consumer Reports” (ConsumerReports.org) or any other consumer evaluation of a product category. You can google it if you want. (2) Select from the list of references the most recent one that has a PDF file. Look for a “Ratings Table” that includes a performance index and price per brand. (3) Construct a Customer Value Map like the one included in Chapter 4 (pg. 134-135). In order to do so you need to calculate the relative performance, and plot them according to the corresponding price. The “Fair Price Line” is the regression of price by performance. (4) Interpret the Value Map. (5) Underline your connection(s) and marketing concepts. Locate your organization’s product or service on the map. (6) Discuss how would you improve your brand’s perceived customer value?

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It must be a style thing. Although electric shavers cost more than a bucketload of blade razors and in past tests haven’t given quite as close a shave, they’re still sure to be on many Father’s Day gift lists. Happily, we found plenty of electrics that shave close enough, including a CR Best Buy. How we tested. We bought shavers of both types: foil (with oscillating cutters) and rotary (with spinning cutters) and asked 16 male panelists to test the type of shaver they usually use. (We did not test women’s shavers because they’ve done relatively poorly in our previous tests, but there’s no reason women can’t use a men’s shaver.) Panelists tried each shaver at home for a week

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