Final Exam Strategic Tools for Marketers –Vermillion

1. How do you tie Perceptual Mapping and Conjoint Analysis together when presenting be specific? (5 pts)

To solve a marketing problem such as when company wants to increase market share, we use two

marketing tools perceptual mapping and conjoint analysis.

Perceptual mapping will help us identify attributes that need to be enhanced in order to reach our desired

positioning and conjoint analysis will calculate market share and help us determine its market barrier.

2. Define Perceptual Mapping and Conjoint Analysis. (4 pts)

Perceptual Mapping is A target minds map their perception at that point is the reality, for its intuitive

understanding we use odd numbers scale, so it has a clear middle and we follow steps, so we don’t lose too

much information. To create a perceptual map, we use 4 step strategy.

Conjoint Analysis simulates market value and puts numerical value on Attribute level. There 3 assumptions:

• Products are just a bunch of attributes.

• Products differ on an attribute level. If we change level product changes as well.

• People have different preferences.

3. What is the problem with conventional marketing? (4 pts)

Conventional marketing leads to head-to-head competition overtime. products start to look very similar

within the market segments. Overall companies start to compete for price instead of producing new products. At

the end functionality increases and price decreases simultaneously.

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Legend for Graph above

Use the chart below to answer questions 4-8

Price: $30,000 utility.45 $40,000 utility .25 $50,000 utility .45

Style: Small SUV utility .15 Midsize SUV utility .25 Large SUV utility .35

Material: Vinyl utility .11 Fabric utility .24 Leather utility .11

Brand: Chevy utility .11 Ford utility .03 Dodge utility .05

4. If I was a marketing manager - what is the ideal or best TPU product for chart – be sure to list feature

level and utility? (4 pts)

Price: $50,000 utility .45

Style: Large SUV utility .35

Material: Fabric utility .24

Brand: Chevy utility .11

Total Product Utility =TPU

1.25

5. Tell me why I am crying if I am the Ford, Chevy or Dodge brand manager? (3 pts)

Because based on this chart these brands aren’t popular brands and their utility numbers are very low.

Since intercept represents market intrigued barrier and, on this example, its 1, and of the brands are lower than

that.

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