RATING Performance Criterion Product A Product B Product C 1. Demand uncertainty and project risk 3 2. Similarity to present products 7 6. 3. Expected retum on investment (ROI) 10 4 8. 4. Compatibility with current manufacturing process 6 5. Competitive advantage 6 2. 4.

Marketing
20th Edition
ISBN:9780357033791
Author:Pride, William M
Publisher:Pride, William M
Chapter19: Pricing Concepts
Section: Chapter Questions
Problem 6DRQ
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Herron Company is screening three new product ideas: A, B, and C. Resource constraints allow only one
of them to be commercialized. The performance criteria and ratings, on a scale of 1 (worst) to 10 (best),
are shown in the following table. The Herron managers give equal weights to the performance criteria.
Which is the best alternative, as indicated by the preference matrix method?

RATING
Performance Criterion
Product A Product B
Product C
1. Demand uncertainty and project risk
3
2. Similarity to present products
7
6.
3. Expected retum on investment (ROI)
10
4
8.
4. Compatibility with current manufacturing process
6
5. Competitive advantage
6
2.
4.
Transcribed Image Text:RATING Performance Criterion Product A Product B Product C 1. Demand uncertainty and project risk 3 2. Similarity to present products 7 6. 3. Expected retum on investment (ROI) 10 4 8. 4. Compatibility with current manufacturing process 6 5. Competitive advantage 6 2. 4.
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ISBN:
9780357033791
Author:
Pride, William M
Publisher:
South Western Educational Publishing