Operations Management
17th Edition
ISBN: 9781259142208
Author: CACHON, Gérard, Terwiesch, Christian
Publisher: Mcgraw-hill Education,
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Question
Chapter 20, Problem 19CQ
Summary Introduction
To determine: The product which is expected to have higher sales for the given scenario.
Given scenario: Two products A and B. A has a population size of 1000 and 50% awareness level whereas product B has 10,000 as population size and 5% awareness level. Both products have same purchase probability.
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Underpriced products produce less revenue than they would if they were priced at the level of
perceived value.
Select one:
True
False
A heavy truck parts maker is able to tender on a pre-production study contract of a new type of truck ventilator unit worth $25,000 net profit if it wins the contract. Tendering costs would be about $2,000. The chances of winning the contract are 50 percent. If the company wins the contract, it must decide on the level of marketing it should make to increase its chances of getting further production contract worth $55,000 net profit. Promotion at a high level costs $18,000 with a resulting probability of winning the contract of 0.8. At medium level promotion, it costs $12,000 with a probability of 75 percent and at a low level, it costs $8,000 with a probability of 60 percent. Should the initial study contract be lost, the company can still bid on the production contract at an additional tender cost of $6,000. The probability of winning the production contract from this stage is 30 percent.
a) Draw a decision tree to show the relationship between the various options which arise as the…
A product is associated with a slow growth market
but that product also happens to be the segment
leader/top selling product in what is a particularly
large market segment (i.e., think of a product like
Coca-Cola in the cola market). In other words, that
product would most likely be labeled as a
A
Cash Cow
Dog
C
Star
D Question mark
Chapter 20 Solutions
Operations Management
Ch. 20 - Prob. 1CQCh. 20 - Prob. 2CQCh. 20 - Prob. 3CQCh. 20 - Prob. 4CQCh. 20 - Prob. 5CQCh. 20 - The Kano model classifies needs into three...Ch. 20 - Prob. 7CQCh. 20 - Prob. 8CQCh. 20 - Prob. 9CQCh. 20 - Prob. 10CQ
Ch. 20 - Prob. 11CQCh. 20 - Prob. 12CQCh. 20 - Prob. 13CQCh. 20 - Prob. 14CQCh. 20 - Prob. 15CQCh. 20 - Prob. 16CQCh. 20 - Prob. 17CQCh. 20 - Prob. 18CQCh. 20 - Prob. 19CQCh. 20 - Prob. 1PACh. 20 - Prob. 2PACh. 20 - Prob. 3PACh. 20 - Prob. 4PACh. 20 - Prob. 5PACh. 20 - Prob. 6PACh. 20 - Prob. 7PACh. 20 - Prob. 1CCh. 20 - Prob. 2CCh. 20 - Prob. 3C
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- 3. Describe the concept of a product's reference value. How would you calculate the reference value for a consumer product whose package size is different than the package sizes of all of its competing products?arrow_forwardUnder the product concept marketing orientation, firms focus on making sure that products are available and customers can afford to buy the products. True F Falsearrow_forwardWhich of the following is Not a challenge presented by the product life cycle that a firm mustface?a) All products eventually decline.b) Changes tastes, technologies and competition affect the marketing of the product as itpasses through lifecycle stages.c) A firm must be good at developing new products to replace aging oned) It is difficult to plot the stages as a product goes through them.arrow_forward
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- As discussed, some firms trying to avoid marketing myopia have created the “New Marketing Myopia.” This new kind of myopia is created when a firm focuses solely on a narrow definition of the customer, failing to address the needs of all its stakeholders. Select one: True Falsearrow_forwardAccording to an analysis of an Apple market-product grid for its personal computer line, Apple would get the least product synergies from the Multiple Choice least frequently updated products, MacBook Air and Mac Mini. most expensive products, Mac Pro and MacBook Pro. products with the most complimentary market segments, iMac and MacBook Air. most versatile products, Mac Pro and iMac. products with the fewest complimentary market segments, Mac Pro and Mac Mini.arrow_forwardA manufacturer is developing a new board game geared towards children. To be competitive with other board games, the company has set a target price of $20 for the game. The company likes to maintain a target profit equal to 40 percent of the product's cost. ---------------------------- Calculate the target cost of the product (to two decimal places).arrow_forward
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